CBS' new promo will focus on its fans, not shows

Variety

The "Get Into Something Good" ad campaign that will be unveiled during today's NFL AFC Championship Game will feature superfans of shows like Survivor, FBI and Ghosts. The promo won't show any clips from CBS shows. “We’re trying to really break some norms and look at things differently,” said CBS president and chief marketing officer Mike Benson. “I think it’s a more innovative and modern way to consume a show or to promote a show. And the way we’ve strategically looked at these is, why does every single promo have to be something that is a clip-based promo?"