The Pulse on Programming: May 2023 Preview

Welcome back to our monthly programming spotlight! We know that, as a local business owner, it’s imperative for you to reach your target audience now more than ever.

That is why we have put together a monthly preview highlighting three cable programs that represent exciting advertising opportunities for local businesses. We’ve rounded up information on show premiere dates, audience demographics and data, and other relevant information to inform your media buys and your overall cable TV advertising strategy.

From new reality TV programming to returning star-studded game shows, May’s programming slate has some excellent options to help your business choose the right types of TV advertising to reach your target audience.

And remember: even if inventory for these specific shows are “sold out”, we offer a wide range of additional programming that can be used to reach your intended audience. Connect with Cox Media’s experts to learn more about the following advertising opportunities, as well as additional programming that can help you connect with local consumers.

Here are three big programming opportunities for May:

1. MTV Movie & TV Awards – Award Show

The MTV Movie & TV Awards is always a big event on the spring television slate, bringing together musicians, actors and more of the world’s biggest celebrities for a live TV event that is guaranteed to deliver iconic performances and unexpected moments.

Airing on May 7 on MTV, this year’s award show will be broadcast from the Barker Hangar in L.A., a massive venue for a massive occasion. The show is riding a strong wave of momentum after the 2022 edition achieved a stunning 47 percent increase in live audience viewers—in addition to the viewership who watched the show later via on-demand streaming.

Any business targeting a millennial or Gen Z audience should explore their advertising options around this single-day event, which is one of the signature TV events on a cable network most popular among the 12-to-34 age group. Given that 41 percent of MTV viewers watch at least 10 hours of cable TV each week, additional in-stream advertising options could offer cost-effective options for reaching your audience via on-demand streaming.

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2. Fear the Walking Dead – Returning Series

As the spinoff of one of AMC’s most popular series enters its eighth season, local businesses have an opportunity to build advertising around an established TV show with a devoted following among the 25-to-54 age demographic.

Much like its predecessor, “Fear the Walking Dead” is an hour-long drama following a group of survivors during a zombie apocalypse. This year’s 12-episode season, which premieres May 14 at 9/8c, has been announced as the final season for the series. This could lead to a surge in viewership as long-time fans of the “Walking Dead” universe tune in to witness the final chapter of this story.

With 49 percent of AMC viewers watching at least 10 hours of cable TV every week, “Fear the Walking Dead” could be a promising option for reaching your own target audience through AMC’s engaged viewership.

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3. Mayans M.C. – Returning Series

On May 24, the “Sons of Anarchy” spinoff “Mayans M.C.” returns to FX for its highly anticipated fifth and final season. The show, which follows Ezekiel “EZ” Reyes” as he rises in the ranks of the Mayans Motorcycle Club, will conclude its story with a 10-episode run.

As with “Fear the Walking Dead,” the final chapter of this story may spark increased interest among fans tuning in to say goodbye to this long-loved story. With FX’s broader popularity within the 18-to-49 age group, a wide range of businesses may find value in using Mayans M.C. to plan media buys targeted to a select group of consumers within this audience.

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Ready to plan new media buys that capitalize on upcoming programming opportunities? Contact Cox Media to get started today.

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