In addition to promoting the shows, ABC encouraged viewers to make popcorn, drink red wine, and enjoy the evening. Andrew Kubitz, head of scheduling for ABC, described the idea behind the campaign: “We see Thursday night as a viewership opportunity, with either couples or women by themselves who want to sit down and escape and have fun and drink their red wine and have some popcorn.” The brilliance of this strategy is that ABC was associating the thing they needed viewers to do (watch their shows) with activities their viewers already wanted to do (relax, drink wine, and eat popcorn). Over time, people began to connect watching ABC with feeling relaxed and entertained. The reward gets associated with the cue, and the habit of turning on the television becomes more attractive.