A lot for TV being lifeless. 

Linear broadcast has posted spectacular scores numbers for programming throughout the previous couple of weeks that isn’t stay sports activities, proving that there are nonetheless alternatives for manufacturers to seek out mass attain via leisure that isn’t streaming from an Apple machine, Roku or Netflix.

Paramount Community’s “Yellowstone” and Adele’s live performance and dialog on CBS each drew giant audiences regardless of the assumptions that buzzworthy content material can solely be discovered on streaming platforms. 

“From a purchaser’s perspective, clearly, linear TV isn’t the place it was 5 or 10 years in the past,” mentioned Mike O’Connor, government VP of video funding at Horizon Media. “That mentioned, when it comes to a fast burst, there’s nowhere you may go to get 3, 5, 10 million viewers in a single second like you may on linear TV.”

General TV scores have been rocky—hardly a brand new pattern within the linear house—however O’Connor suggests “issues are higher than individuals had anticipated from a scores perspective,” with a number of programming classes’ scores efficiency flat year-over-year, and even barely up in some instances.

“I believe sports activities might be probably the most dependable and most talked about at this level. In the event you have a look at the highest 100 applications in any given 12 months, one thing like 75 of them are going to be sports activities programming,” he mentioned. “However I believe good one-off specials are actually one thing that we search for.”

Manufacturers reminiscent of monetary providers agency Ally and wellness firm Headspace hit on a cultural second this month with CBS’s “Adele One Evening Solely,” a live performance interspersed with a sit-down interview with Oprah Winfrey. The occasion drew about as many viewers as this 12 months’s Oscars telecast; the Nov. 14 broadcast was watched by a mean of 10.3 million viewers, in response to Nielsen.

The success of the Adele particular shouldn’t come as a lot of a shock: Winfrey’s two-hour sit-down with Prince Harry and Meghan Markle earlier this 12 months drew 17.1 million viewers, in response to Nielsen.

Mike Bloxham, government VP of worldwide media and leisure at enterprise technique agency Magid, sees Adele because the “antithesis of the trendy ‘superstar,’” whose appearances have the cachet to match.

“And so a serious interview with Adele is nearly as a lot of an occasion as an album launch,” he mentioned. “Add to that the rarity of a serious Oprah interview nowadays and it turns into much more of an occasion. The identical components labored for the Harry and Meghan interview.”

Don’t miss the latest news. Sign up for Ad Age newsletters here.