Hammocking is a strategic scheduling technique used in television programming where a new, unproven, or underperforming show is placed between two highly popular and well-established programs. The idea is to “hang” the weaker or less familiar show between these two strong performers, much like a hammock stretched between two sturdy trees to boost its viewership.
This tactic relies on the existing audiences of the successful shows to stick around and watch the new program, increasing its exposure and giving it a better chance to gain traction. By positioning the untested show in this prime spot, networks hope to capitalize on the loyal viewers tuning in before and after, leveraging their established habits to introduce something fresh.
While hammocking can be effective in jump-starting a new show’s ratings, it isn’t foolproof. If the content itself doesn’t resonate, viewers may tune out regardless of the favorable time slot. Additionally, placing a weak show between strong ones risks annoying loyal audiences who expect consistent quality throughout the programming block. Nonetheless, hammocking remains a common and deliberate tactic in TV scheduling to nurture promising content.