Counterprogramming primetime network television

This study analyzed the mean shares of network primetime series aired from 1963 to 1985. It was found that the network that counterprograms the situation in which competing networks are blunting each other with programs of the same type has done well, although counterprogramming with movies may have some limitations. The network that blunts another network's program by offering a program of a similar type, though, has tended to do poorly whenever the third network countered with a program of a different type. The data suggest that programmers would be wise to counterprogram situations in which the competing networks are blunting each other and avoid placing themselves in blunting situations.