The Pulse on Programming: May 2021 Preview

04.15.2021 Kathryn Slaughter

Welcome back to our 2021 monthly programming spotlight! We are so glad you stopped by and know that as local business owners, it’s imperative for you to reach your target audience now more than ever. That is why we are continuing our monthly programming series that will highlight three cable programs that not only are we excited about, but hope you are too. We will share when these shows will premiere and what kind of audience tunes into these high-value shows to help better equip you as you start to build your media buy.

As television continues its drawn-out return to normalcy, ask of one of our knowledgeable sellers about how they can help you get your ad in one (or all) of these high-value shows. Even if inventory for these specific shows are “sold out”, we have a whole host of other shows that will reach your intended audience AND a team dedicated to discovering other opportunities with similar audiences for your business.

Here are three big programming opportunities for May:

1. The Good Witch – Returning Series

good witch

Based on The Good Witch movie franchise that is the most successful in Hallmark’s history, Good Witch returns for more magical adventures in the bucolic burb of Middleton. Season 7 will include 10 hour-long episodes and will finale on Saturday, July 18 at 9:00pm ET. Season 6 concluded with an average of a 2.9 Household rating, 2.8 million Total Viewers, and 387,000 Women 25-54, becoming the highest-rated season of the entire series among households. The season propelled Hallmark Channel to be the second highest-rated and most-watched entertainment cable network in Weekend Total Day among Households, Women 18+, and Total Viewers, and in Weekly Total Day among Households and Women 18+.

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Source: Key Nielsen Highlights (L+3). Nielsen Live+3, excluding news and sports (4/27/2020 – 7/5/2020).

2. MTV Movie & TV Awards – Award Show

MTV Movie and TV Awards (002)

Grab the popcorn because the MTV Movie & TV Awards are back! Little else got us through 2020 quite like movies and TV. Superhero action flicks, fantasy adventures and mushy rom-coms were there to hold you, distract you, and tell you everything would be OK. The Movie & TV Awards celebrate the biggest, butteriest, and most unbelievably outrageous in the business, and this year’s awards are so massive that it can’t be contained to a single night. The award show returns on Sunday, May 16 to toast the side-splitting, jaw-dropping moments – and the stars that brought them to life – that defined one unique year. On Monday, May 17, MTV will air the first Movie & TV Awards: Unscripted, the first-ever ceremony celebrating all things reality TV. The multi-day event will follow the MTV Movie & TV Awards: Greatest of All Time special that aired back in December, which expanded the annual showcase to include a celebration of the biggest on-screen moments ever.

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3. Pose – Final Season


The third and final season of Pose, the authentic, history-making-award-winning and iconic FX drama series co-created by Ryan Murphy, Brad Falchuck and Steven Canals premieres on Sunday, May 2 at 10:00pm ET. The Peabody and AFI-winning and Emmy® and Golden Globe ® Award-nominated drama will begin its final season on FX with the first two of its seven-episode run and will finale on June 6. Pose is a drama spotlighting the legends icons and ferocious house mothers of New York’s underground ball culture, a movement that first gained notice in the late 1980s. In this final season, it’s now 1994 and ballroom feels like a distant memory for Blanca who struggles to balance being a mother with being a present partner to her new love, and her latest role as a nurse’s aide. Meanwhile, as AIDS becomes the leading cause of death for Americans age 25 to 44, Pray Tell contends with unexpected health burdens.

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Kathryn Slaughter

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