CBS is trying new ad break tactics that include dropping a scene from NCIS: Hawai’i during NCIS

TVLine

The network's promo department is also dropping FBI: International scenes during FBI commercial breaks in an effort to capture the attention of viewers watching live. "What is CBS trying to do? Simply said, they want you to look up from your granddaughter’s TikTok (or whatever) and keep your eyes on the bigger screen in the room," says TVLine's Matt Webb Mitovich. "In a crowded marketplace, it was explained to me by a CBS insider, 'you’ve got to try new tricks to engage audiences.' The 10-second teaser spot that many of us grew up with and are used to 'generally isn’t effective anymore,' I was told, 'because people are busy, have phones in their laps….'"