How a Cable Network Turned NCIS Into a CBS Juggernaut
“NCIS” was a cornerstone of CBS’s lineup in the mid-2000s, but it wasn’t an instant hit. Few fans know that a single cable network played a pivotal role in launching the show to its record-breaking ratings. According to The Hollywood Reporter’s oral history, USA Network was the secret boost behind NCIS’s rise.
Former CBS Entertainment president Glenn Geller admits the show wasn’t fully formed in its early seasons. “It took a couple of seasons to really become something,” he said. Once NCIS found its footing, however, there was no looking back.
The turning point? USA Network began airing NCIS reruns around Season 3. “At the end of their third seasons, both ‘JAG’ and ‘NCIS’ were sold to USA Network, where they ran them 24/7,” recalls executive producer Mark Horowitz. Cable exposure introduced the show to a broader audience, helping it climb to the No. 1 spot in network ratings.
Reruns weren’t just filler—they strengthened the fanbase. With wider exposure, audiences became hooked on Mark Harmon’s Leroy Jethro Gibbs and the rest of the team. The move proved NCIS had staying power, eventually leading to multiple spinoffs and ongoing popularity on Paramount+.
“I didn’t realize it was a hit at first, but when I did, it was a great feeling,” said creator Donald P. Bellisario. USA Network’s early support helped turn NCIS from a cautious CBS experiment into one of the most enduring procedural hits on television.