“These specials are a big undertaking they’re very expensive but each time we do it, we get smarter. With approximately 20 new advertising clients, NBC has formed new relationships and gained a wider fan base with a genre of programming that’s unique to the network. “In terms of ratings they’re huge and they bring in a lot of advertising revenue, more than double for a typical primetime night and they bring in new advertisers because of this.” “They’re clearly a huge ratings success,” Greenblatt confirmed.
This year was a record high with 26 million live viewers. Also on Thanksgiving Day, NBC’s coverage of The National Dog Show Presented by Purina set new records for its 15-year run on NBC with over 12 million viewers. The network is onto something big here. Other live television events that have proven successful for the network include this year’s Macy’s Thanksgiving Day Parade, which has grown +13% year-to-year with an average of 24.6 million viewers and is the second most-watched Macy’s Parade in People Meter History. Penned by Sorkin, this will be NBC’s first live non-musical. Greenblatt is taking live event television into a non-musical direction, as well, with a live production of Aaron Sorkin’s play A Few Good Men, set to air in 2017. What we’re finding is that the delayed viewing is very small. “We’re trying to make musicals a traditional event. NBC recently announced its fifth live musical event for the 2017 holiday season as Bye Bye Birdie, which will star Jennifer Lopez.
FOX did a live musical of their own with Grease in January, an undertaking that Greenblatt is happy for other networks to do. Live musicals have since become a yearly tradition for NBC and the model is now being replicated by other networks. A live Adele concert earlier this year also proved successful with 11 million viewers. “We wouldn’t be doing this if there wasn’t a big audience and there seems to be,” he said. Peter Pan Live! followed in 2014 with over 9 million viewers and The Wiz Live! in 2015 had 11.5 million. “Anywhere between 10-20 million viewers for a musical is just a huge success,” he added. We wondered if it was just a fluke or if we could turn this into a tradition.” He referred to the initial risk as “an experiment of sorts” and the gamble paid off in a big way in 2013 when NBC was the first network in 50 years to do a live musical with The Sound of Music Live!, which garnered a hearty 18.6 million viewers with the live broadcast and 3 million more within the following week, totaling over 21 million. 7 event Hairspray Live!, the first to be filmed in Los Angeles (all previous were filmed in New York), Greenblatt discussed how NBC was able to break such ground.
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