A surprise daytime boost: CBS quietly announced a brand‑new pricing game, “The Lion’s Share,” offering contestants a jackpot worth up to $500,000 and joining fall lineups that start in Sept. 2025. Variety first reported the schedule, noting The Price Is Right returns for its 54th season on Sept. 22 and that the new game is in partnership with BetMGM. This isn’t just showbiz fluff — it signals bigger prize pools and new sponsor plays for daytime advertisers. Opinion: CBS is betting big to keep live daytime viewers engaged; will audiences and ad dollars follow? What would you risk to spin for half a million?
What CBS Just Announced That Will Change Daytime TV This September
- CBS Adds A New pricing game, “The Lion’s Share,” debuting in fall 2025.
- The Price Is Right Returns For Its 54th Season On Sept. 22, 2025.
- The Lion’s Share Is Partnered With BetMGM And Offers Up To $500,000.
- The Young And The Restless Continues Its 53rd Season Starting Oct. 7.
- These moves shift prize scale and advertiser tie‑ins in daytime broadcasting.
Why A $500,000 Daytime Jackpot Matters Right Now For Viewers And Brands
Networks have leaned on novelty to hold live audiences; a half‑million jackpot changes the stakes. If you watch daytime TV, expect bigger sponsor activations, more social clips, and higher‑value product tie‑ins that chase attention spans. For advertisers, this is a clear signal: CBS plans to monetize appointment viewing by elevating prize economics. Why care? Bigger prizes = more viewer engagement, which can mean higher CPMs and ad bundles you’ll see between games.
Who Reacted — Quick Takes, Fan Buzz And A Video Clip To Watch Tonight
The Variety roundup framed the announcement as a fall scheduling highlight; industry PR and fan forums have already begun debating whether bigger cash prizes will revive appointment daytime habits. If you want context, watch a recent clip from The Price Is Right to see the show’s live energy and how a new game could dominate social highlights.
What The Schedule And Prize Numbers Reveal About CBS’s Fall Strategy In 2025
CBS is stacking legacy franchises and fresh gimmicks: long‑running shows (54th and 39th seasons) plus an eye‑catching prize to create eventized daytime TV. This pattern suggests networks are chasing short‑form virality inside linear programming — turning routine episodes into social moments that drive streaming/clip views and ad premium.
The Key Figures Viewers And Marketers Must Watch This Fall
| KPI | Value + Unit | Change/Impact |
|---|---|---|
| Prize Cap | $500,000 | New, larger daytime jackpot |
| Premiere Date | Sept. 22, 2025 | The Price Is Right Season 54 launch |
| Soap Return | Oct. 7, 2025 | The Young And The Restless Season 53 |
What This New Game Means For You, For Ads, And For Daytime TV In 2025
CBS’s move ups the live‑television ante: viewers may see more risk/reward stunts, advertisers will likely chase integrated sponsor deals, and clip culture could amplify single episodes into national moments. Expect follow‑ups: early ratings, social virality spikes, and brand activation case studies. Will a bigger jackpot be enough to reverse declining appointment viewing, or will it only generate a short reaction wave?
Sources
- https://variety.com/2025/tv/news/tv-news-roundup-sept-8-2025-1236511841/
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Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.