Spring only officially started last week but CBS brass already have fall on their mind. The network once again is using its March Madness coverage to launch the promo campaign for its new fall shows.
Starting last Thursday, 10-second ads for Blue Bloods universe series Boston Blue, starring Donnie Wahlberg, and Fire Country spinoff series Sheriff Country, headlined by Morena Baccarin, started airing during CBS’s coverage of men’s college basketball tournament. A similar spot for the upcoming Blake Shelton and Taylor Sheridan music competition series The Road will begin circulating this Thursday.
The promos for Boston Blue and Sheriff Country, which you can watch below, reveal that both will debut in the fall. They had been previously picked up to premiere during the 2025-26 season. The Road already had been announced for a fall 2025 launch.
The promos for Sheriff Country come ahead of Baccarin’s return to Fire Country in the April 4 episode. Sheriff County originated as a Fire Country planted spinoff with an episode of the mothership series guest starring Baccarin last season.
The early promo blitz for Boston Blue and Sheriff Country is part of the long-term development strategy implemented by CBS more than a year ago that includes early series pickups giving marketing a longer runway to ramp up their plans. Sheriff Country was ordered to series last May, Boston Blue in February.
CBS began promoting new shows for the following season during March Madness in 2023 with Tracker and did it again last year with Poppa’s House.
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