Hammocking

Definition

Hammocking is a programming strategy where a less popular or weaker show is placed between two stronger shows in a television schedule to help boost its viewership. This tactic relies on the lead-in effect, where the audience from the stronger shows may carry over to the weaker one, potentially increasing its ratings. It is an important technique used by networks to enhance the performance of lower-rated programs and optimize overall scheduling efficiency.

5 Must Know Facts For Your Next Test

1. Hammocking can be particularly useful for networks looking to promote new shows that may not have established audiences yet.
2. This strategy often requires careful selection of the lead-in shows to ensure that they are appealing enough to draw viewers to the hammocked program.
3. Hammocking is not limited to prime-time slots; it can also be used in daytime or late-night programming schedules.
4. Networks may analyze viewer data and trends to determine which shows are suitable for hammocking, adjusting their strategies accordingly.
5. The effectiveness of hammocking can vary based on multiple factors, including the genre of the shows involved and viewer habits.

Review Questions

• How does hammocking leverage viewer behavior to improve ratings for weaker shows?
  • Hammocking leverages viewer behavior by strategically placing a less popular show between two stronger programs in the schedule. The idea is that viewers who watch the leading shows will carry over their viewership to the weaker show due to the convenience of staying on the same channel. This tactic aims to increase ratings for programs that might struggle on their own, creating a beneficial cycle of viewership among the scheduled programs.
• Discuss how networks decide which shows are appropriate candidates for hammocking and what factors influence this decision.
  • Networks consider several factors when deciding which shows are suitable for hammocking, such as current ratings, audience demographics, and genre compatibility. The lead-in show's popularity is crucial; networks typically choose a strong program that appeals to similar demographics as the weaker show. Additionally, data analytics play a significant role in identifying trends in viewership behavior, allowing networks to make informed decisions about which programs might benefit from being sandwiched together.
• Evaluate the potential risks and rewards associated with using hammocking as a programming strategy in television scheduling.
  • Using hammocking as a programming strategy carries both risks and rewards. On one hand, it can significantly boost viewership for struggling shows and improve overall network ratings if successful. However, if the weaker show fails to attract viewers despite a strong lead-in, it could negatively impact the ratings of the adjacent strong programs, leading to a drop in overall network performance. Networks must carefully weigh these factors and continuously analyze viewer data to adapt their strategies effectively, ensuring that hammocking remains an advantageous tool in their scheduling arsenal.

Related terms

Lead-in: The program that airs immediately before another show, often used to attract viewers for the subsequent program.

Counterprogramming: A strategy where networks schedule a program that targets a different audience than their competitors, aiming to attract viewers who might otherwise watch a rival show.

Scheduling: The process of planning and organizing the timing of television programs, including decisions about what shows air when and how they interact with one another.