By Variety | Created at 2026-06-01 17:13:22 | Updated at 2026-06-08 08:34:47
6 days ago
Skyrockets in flight, CBS is lookin’ forward to a little anytime delight. The Eye network is debuting a new marketing campaign for its daytime soap operas — with the intent of reminding viewers that they’re available to watch at any time of the day on multiple platforms.
The centerpiece of the campaign is “Anytime Delight,” a twist on the 1976 Starland Vocal Band hit “Afternoon Delight,” sung with new lyrics and voals by a number of CBS daytime stars. Among those singing in the spot: Karla Mosley (“Beyond The Gates“), Nathan Owens (“The Young and the Restless“) and Murielle Hilaire (“The Bold and the Beautiful“).
The “Anytime Delight” campaign will hit broadcast, cable, social, streaming, audio and digital starting June 1.
The campaign comes in advance of the upcoming multi-episode crossover between “The Young and the Restless” and new soap “Beyond the Gates.” That event, which will feature six “Young and the Restless” stars appearing on “Beyond the Gates,” will take place June 9 through 12.
According to Mike Benson, CBS president and chief marketing officer, TV Media, the hope is to target both new viewers and current viewers on the ability to find or catch up on the three CBS soaps (“The Young and the Restless,” “The Bold and the Beautiful,” “Beyond the Gates”).
“Our daytime dramas are an important part of the CBS line-up, and we saw a real opportunity to drive tune in momentum during the comfort of the summer season,” Benson said. “The ‘Anytime Delight’ campaign reinvents the iconic hit song ‘Afternoon Delight’ with our show talent to captivate our loyal audience and attract a new generation of viewers to CBS soaps. It’s a fun, playful and provocative campaign meant to indulge and delight fans alike, while also reinforcing that viewers can watch CBS soaps live on CBS or streaming on Paramount+.”
CBS announced the “Young and the Restless”/”Beyond the Gates” crossover in January. Set to appear from “Y&R” on “Beyond the Gates” are Eric Braeden, Michael Mealor, Peter Bergman, Susan Walters, Melissa Ordway and Bryton James.
In April, CBS announced that “Beyond the Gates” has been renewed for two more seasons and will air through the 2027-2028 broadcast season. In 2024, CBS renewed “The Young and the Restless” for four years, also keeping it through the 2027-2028 season. And “The Bold and the Beautiful,” which recently launched an app boasting every episode (more than 9,000!) since launch, also has “B&B” through 2007-2008.
Here’s a first look at the “Anytime Delight” campaign:
