"Daytime charges for commercial time are much lower... The [per] minute cost for CBS' As the World Turns, the most popular soap opera, is $14,000. It drops to $3,600 for ABC's Dark Shadows."
At this time, eight months into its run, Dark Shadows was still struggling to establish itself in the ratings, with the network putting the show on probation. With an edict to improve audience numbers within the next three months, the production team set to work on a new character to give the show a fresh direction. In a matter of weeks, Barnabas Collins would arrive at Collinwood and Dark Shadows would finally connect with a mass audience.