Back to the Future: How the CBS F.I.R.S.T. Program Offers a Playbook for Today’s Retail Media Revival

For today’s TV station groups, revisiting and reimagining F.I.R.S.T. offers a tactical and strategic opportunity. The lessons remain timeless: dominate the customer’s mind, focus on high-frequency exposure within key timeframes, and partner deeply with advertisers to drive sales, not just awareness.