NBC Puts The Traitors at 8 p.m. Thursday in 2026-27 Schedule, Adding 3 New Fall Shows
Updated
Updated · Hollywood Reporter · May 11
NBC Puts The Traitors at 8 p.m. Thursday in 2026-27 Schedule, Adding 3 New Fall Shows
18 articles · Updated · Hollywood Reporter · May 11
NBC’s 2026-27 lineup shifts Thursday nights by launching a non-celebrity The Traitors at 8 p.m., with Alan Cumming returning as host after the network ordered the series in August 2025.
That move pushes Law & Order—renewed at the last minute for season 26—to 10 p.m. after Law & Order: SVU, while NBC keeps its all-Chicago Wednesday block and sports nights intact.
Three new fall series join the schedule: The Traitors, Line of Fire at 10 p.m. Mondays after The Voice, and Newlyweds on Fridays alongside Happy’s Place.
Brilliant Minds and Stumble are off the schedule, while St. Denis Medical and The Fall and Rise of Reggie Dinkins arrive in November as The Voice shrinks from 2 hours to 1.
Midseason additions include a Rockford Files reboot starring David Boreanaz, comedy Sunset P.I., and Wordle, as NBC leans on recognizable franchises and formats during upfront season.
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The 2026 Upfronts: How AI, Streaming, and Mergers Are Transforming TV Ad Spend
Overview
The 2026 television advertising landscape is experiencing a major transformation, as highlighted in the latest Upfronts. Ad spend is shifting away from traditional broadcast and cable toward streaming and digital platforms, driven by changing consumer habits and rapid technological advancements. The industry is preparing for these changes, with new planning guides and a strong focus on Connected TV and audio. This pivot to digital-first media makes robust cross-channel performance measurement more important than ever, helping advertisers make smarter decisions. Overall, these trends signal a new era where technology and evolving viewer preferences are reshaping how TV advertising works.