CBS highlighted Grammy-nominated songs in this year’s crop of promos, using Teddy Swims’ “Lose Control” in a spot for Survivor and Benson Boone’s “Beautiful Things” in one for NCIS: Origins.
One of the main reasons events like the Grammys still matter so much to broadcast networks is because of their reach. Last year, the Grammys averaged more than 16 million viewers. Gathering that large of an audience all at once is increasingly rare in media, with the exception for sports and special events like awards shows. Viewership for this year’s four-hour telecast aren’t yet available.
As a result, music’s biggest night served as a big stage for upcoming TV series and movies, with Paramount and CBS taking full advantage of the opportunity. Promos aired for Paramount Plus’ 1923, starring Harrison Ford and Helen Mirren; true-crime drama Happy Face; and Yellowjackets, with season three premiering on February 14.
CBS also spotlighted most of its primetime slate, promoting such series as Watson, starring Morris Chestnut; Matlock, starring Kathy Bates; The Equalizer, starring Queen Latifah; Tracker, starring Justin Hartley; CSI: Sydney; FBI: International and game show Hollywood Squares, with Drew Barrymore in the center square. Grammy nominee Jelly Roll showed up in a teaser for Fire Country, in which he makes a guest appearance. CBS also dipped into daytime and mornings with spots for new daytime soap opera, Beyond the Gates, and for CBS Mornings, featuring Gayle King. Most CBS shows also stream on Paramount Plus.
Other entertainment companies also snagged time in the ceremony, with Netflix running a cutdown of its 2025 brand spot during the show. Peacock also took the opportunity to promote itself as a streaming service as well as Universal’s ten-time Oscar-nominated film, Wicked, which is now available to stream on Peacock.
Several studios took advantage of the big audience to tease upcoming movies. Universal Pictures set its spot for horror flick M3gan 2.0 to Chappell Roan’s “Femininomenon.” Universal also got behind Love Hurts, starring Oscar winner Ke Huy Quan as a former hit man turned realtor. Marvel Studios’ promoted Captain America: Brave New World, starring Anthony Mackie in the title role, which opens in theaters February 14. And Warner Bros. teased its upcoming film Sinners, starring Michael B. Jordan and written and directed by Ryan Coogler.
