CW30 primetime schedule shifts

[CAwasinNJ]

Starting next week CW30 is changing their primetime lineup and this gets pretty interesting.

Old lineup:
CW primetime 7PM-9PM
News at 9PM
Big Bang Theory at 9:30

New lineup:
News for an hour 7PM-8PM
CW primetime 8PM-10PM


The first thing is that 2News at 7 (KMYU & KJZZ most nights) will no longer be able to claim that they are the only Utah news airing at that time. Maybe 7PM news is more lucrative than 9PM news? Second, this increases CW30's primetime news from 30 minutes to an hour. That probably is more lucrative since they get to keep all the advertising revenue instead of sharing it with a syndicator. Third, that pushes CW programming out of pattern, meaning different from the standard network schedule. I have to wonder what CW thinks of that. Being an hour later than what the schedule is designed to be can definitely affect ratings, particularly in younger demos. There's also the issue of having an hour newscast as the lead-in to CW's primetime programming. To fill that much time in a newscast they might need to use more filler material and that can affect how many people are still watching by the end. Plus, would the overall ratings of a 7PM news show be lower than Big Bang Theory reruns as a lead in to the network? My hunch would say yes but I don't know.

What do you think of all this? Will this affect your primetime viewing habits?

[seattlefollower]

It's possible this is a fall / flexible option as well.
CW announced earlier than "the big 4 networks" a shift to its debut off the traditional late September/early October fall start due to COVID-19 production related delays in British Columbia and elsewhere. Also, I believe a lion's share of the audience for their programs at this point is truly from their Netflix exclusive arrangement (not sure when that is ending).

Early this year, advertising on traditional media made a big shift and in most cases (including Nexstar), linear advertising is now being sold on impressions rather than traditional Nielsen ratings points. So, CW may not mind.

As early as a few seasons ago (back when CW had a few more 'adult' programs with Crazy Ex-Girlfriend and Jane the Virgin) shows were available on the CW app at midnight eastern, so that's 10 pm in Utah. I think the app may have changed now so that you can live stream your affiliate (not sure) or have almost instant access to shows as they air on regular television.

[CAwasinNJ]

The CW shows I've been paying attention to are imports from Canada and the UK. I haven't seen any references to Netflix shows.

This impressions idea is interesting but I must be missing something. It looks to me like it's still counting the number of eyeballs, just adding all the possible ways those eyeballs could be watching the program, not just the broadcast signal. How am I getting this wrong?