Summer is just getting underway, but the broadcast networks have long been thinking about fall. Specifically, they are working to make sure that the season’s most successful entries are on their schedules. Social affinity can help in a process that presents unique challenges.

Since the shows haven’t aired yet, it’s hard to tell which concepts will attract audiences beyond findings from primary research and pure intuition. Social affinity is a much more accurate benchmark; networks create a social presence shortly after the annual upfront presentations, which are held several months before premiere week. Both networks and marketers can now use affinity-based programmatic tactics at every stage of a new program’s lifecycle.