We used high impact units to grab viewers’ attention early and mass-reach traditional media to maximize recency. In-cinema and cable spots were upgraded to: 60s for a theatrical feel and we concentrated large format outdoor in high traffic areas for supreme visibility. The unique partnerships forged with People, Parade, Yahoo! and CBS Outdoor allowed us to look huge with never- been-done executions, including:-- A 14-page takeover in People, the largest weekly publication.-- A first-ever cover wrap showcasing the Monday night line-up in Parade, the largest Sunday newspaper supplement.-- With Yahoo!, the first portal takeover with more than 1 billion impressions across the site in home page placements and innovative firsts, such as a digital magazine unit and interactive video units.-- With CBS Outdoor, the first ever motion-sensor OOH units that played the Hawaii Five 0 song as people walked by Los Angeles bus shelters and NYC window displays.

To quote The New York Times, "CBS has managed to avoid, on every night, across every hour of prime time, the kind of failure that has visited all of its main competitors. CBS is winning everywhere.” -- CBS crushed the competition, winning premiere week across all major demos – total viewers, HHs, A25-54, and A18-49. This dominance continued over the next five weeks, a feat no network had achieved since Nielsen introduced the People Meter rating system in 1987.-- Of the 21 new broadcast show premieres, CBS took the top five spots among Households and Viewers.