It's called business. How many viewers will CTV loose for shelving/swapping Mother in law? How many viewers will they gain because of TPF? How much are they earning from EABL? What does TPF do to citizen as a brand? E.g. getting viewers who would ordinarily not watch CTV?
In don't think,in financial and marketing/branding terms for CTV there is any other program that comes close to TPF. But I stand to be collected.
Never count on making a good sale. Have the purchase price be so attractive that even a mediocre sale gives good returns.