Criminal Minds

Advertising Age had a review of Criminal Minds on their website Wednesday. This article was interesting because it was from the advertising perspective (surprisingly enough, coming from Ad Age, right?). Anyway, Ad Age TV Editor Brian Steinberg reviewed new and returning shows to give marketers an idea of the best times and places to show their ads.
Mr. Steinberg had never seen an episode for CM before. After all the when Mandy Patinkin left and Joe Mantegna showed up, he decided it would be a good time to tune in.
Wednesday nights are also very competetive. CM is on, Bionic Woman, Private Practice, Gossip Girl , and Kitchen Nightmares- all at the same time. Advertisers need to know where to put their money, and Criminal Minds is a good bet because it has managed to keep its audience. Each episode is self-contained, so they sell the show as a new must-see thriller each week. Anyone can tune in - not just regulars. This is a good selling point. Steinberg’s verdict on the show is that it’d be a good place to put your ad (if you’re Verizon, Sprint, Singular, AT&T wireless, Home Depot, or a sleep aid manufacturer - those are the big sponsers of CM last year). Criminal Minds does better with older audiences, so if you’re trying to sell a product aimed at teens, you might want to go elsewhere.
This article was also interesting because Steinberg gives his opinion of the show. He says:

“Criminal Minds” is less about the people in the show and more about the crimes they solve…And the profilers are as determined as the crimes are heinous.

He talks about Mandy Patinkin leaving and Joe Mantegna joining the cast.

The show is exactly the same as it was before, only with a new sheriff in town, so to speak. But since the show isn’t really about sheriffs, or people, just crimes and arrests, “Criminal Minds” should proceed apace with few bumps in the road.

This definately lives up to CM’s reputation of being a solid, consistent show for CBS. I do agree that the crimes and criminals make the show different and entertaining. But I also like the characters - I think that they’re becoming more developed as the show progresses. We’re about to learn some more about Penelope. Criminal Minds strikes a good balance - it appeals to people who tune in occasionally because each episode can be understood on its own. It also appeals to people who regulary watch because you do find out more info on your favorite agents week after week.