In December 2013, NBC renewed the show by ordering a twenty two episode second season.
The Blacklist has been able to utilize its marketing strengths to position itself in the market. In the entertainment industry, particularly the film and series sector, marketing is a challenging and dynamic function of business. Fortunately, the issue of marketing and positioning was not challenging because of the brilliance of the actors, scriptwriters and producers of the show. The series is able to capture the mood of its audience, in addition to using the popular actors such as Boone and Spader.2 The star power and sly wit of the lead actor Mr. Spader has helped The Blacklist to become a top rated new television crime and drama show.
The Voice, which preceded The Blacklist, was able pull 12 million viewers for the new show. The Blacklist did not have a problem looking for a new audience. The show only had to satisfy the entertainment needs of the 12 million viewers.3 A range of factors played a crucial role in the marketing and positioning success of The Blacklist. The creators of the show were strategic about the factors they could control. The producers made wide ranging decisions that helped in the marketing of the show. From the production and casting of the main actors to the scope of the show, the creators made strategic decisions that would contribute to the marketing success of the show.
One of the marketing strategies used by the creators was to use Mr. Spader as the lead actor. He injected humor that was not prominent in the written dialogues. Mr. Spader also helped in the invention of exciting words such as “the blacklist”. Word play and humor helped in taking off the edge, in addition to eliminating any potential accusations of melodrama. The positioning strategy that the creators and NBC executives used was pairing the show with The Voice. The Voice attracted an average viewership of approximately 15 million viewers. With the