‘NCIS’: Why CBS Is Dropping Scenes From ‘Hawai’i’ in Middle of Episodes?

by Anna Dunn

CBS has been playing scenes from NCIS: Hawai’i between NCIS breaks. Here’s Why:

I’ve you’ve been watching NCIS, you may be noticing the random full scenes from NCIS: Hawai’i happening on commercial breaks. It’s a new style of CBS promo designed to boost ratings, though reception to these types of promos have been mixed according to TV Line.

Typically, CBS will make a short teaser that alerts viewers the episode is coming up next, but with NCIS, which moved timeslots partially to air before the new spinoff, the network decided to air a whole scene. Many viewers found this odd.

So why the new long-form of ad?

Well, once CBS insider told TV Line that the old clips simply aren’t working anymore. “You’ve got to try new tricks to engage audiences,” the source told the publication. For CBS, this is a way to get viewers’ attention because, usually, people are on their phone or laptop or doing literally anything that isn’t actually watching commercials during commercials.

These new long-form ads are supposed to cause a momentary lapse in the way we watch, causing viewers to look up at the screen and go “what’s this?”

It may be annoying, yes, but it’s one of the many ways networks like CBS are trying to market in an era where they’re continuously losing long-time viewers to streaming. It’s not the most inventive way the network has decided to market its shows this year.

For instance, to market CSI: Vegas, CBS launched a game for fans to play. They also put previews for the show into Big Brother, even designing an important competition around a CSI: Vegas theme.

How ‘NCIS: Hawai’i’ Is Holding Up in the Ratings

With all this marketing effort, how is NCIS: Hawai’i holding up in the ratings? It’s always difficult to get viewers to flock to a new show, but according to Deadline NCIS: Hawai’i was the most-watched new series when it aired.

This lead CBS to order full seasons for NCIS: Hawai’i as well as FBI: International. In a statement, CBS president of Entertainment Kelly Kahl discussed the move.

“These two terrific new dramas are off to a tremendous start,” he said. “They have significantly strengthened and improved our lineup on their respective nights and are generating huge increases on our streaming platforms as well  We applaud the talented producers, writers, and casts on their compelling storytelling and performances, which are clearly resonating with viewers.”

If you want to see what all the NCIS: Hawai’i hype is about and are sick of seeing the show through random scenes, just stick around after NCIS on Monday nights. NCIS airs at 9/8 central and NCIS: Hawai’i comes right after that. However, you’ll have to wait until after thanksgiving until the next NCIS: Hawai’i airs.