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Late-Night Shows hosts cause a change in ad prices
Manuela Walfenzao| 21 de octubre de 2015
Stephen Colbert, Jimmy Kimmel y Jimmy Fallon
TV networks and advertisers invest each autumn in new prime time talents, but in 2015, the trend changed. Attention is centered on Late-Night Shows for a good reason: “After sports it is TV´s strongest area from an advertising perspective” explained Chris Geraci, president of national broadcast at OMD. Thanks to new talents like Jimmy Fallon, Stephen Colbert and Jimmy Kimmel, this genre and its audience are going through a revamp. “When Jimmy Fallon took over from Jay Leno as host of NBC’s Tonight Show in February 2014, his immediate success at 11:30 p.m. rejuvenated the daypart” commented Geraci. After the new moves in the Late-Night category have settled, advertisers have found a more attractive audience, closer to young people more than ever in years and they are investing to reach it. According to SQAD NetCosts, which tracked quarterly 30-second ad prices in the adult 18-49 demographic group, CBS has doubled its rates with The Late Night Show. The Tonight Show with Jimmy Fallon, leads the group with approximately US$48,750 per ad, this implies a 73% increase in relation to the last months of Jay Leno. The Daily Show, with Trevor Noah, comes in second place, with US$36,890, followed by The Late Show (US$29,400). Among the new CBS Late Night clients are General Electric, Kohl’s, PepsiCo, BMW, Pandora, Jose Cuervo and StubHub.
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