4 items from 2015
Madison Avenue is rushing to stay up late.
Advertiser interest in latenight television is more intense than it has been in years, media buyers say – so much so that sponsors are willing to pay bigger price increases to advertise on latenight TV shows than they are in primetime.
“I just think latenight is the hot daypart,” said Billie Gold, vice president and director of buying and programming research at Carat, a large media-buying firm. “There are days when latenight’s 18-to-49 numbers are higher than shows in primetime.”
To be sure, advertiser interest in the category has already been heightened in recent years, owing to the debut of Jimmy Kimmel in the 11:35 p.m. slot at ABC in 2013 and Jimmy Fallon’s well-received reworking of NBC’s venerable “Tonight Show” in 2014. Now, CBS is ratcheting up the fray by introducing two new entrants. James Corden has already launched his »
- Brian Steinberg
Big numbers from the NBA Finals on ABC helped boost the net’s latenight program “Jimmy Kimmel Live” to its highest-rated night ever in the young-adults demo and its best weekly average in 19 months.
Kimmel, who gains additional exposure at this time of year with his special NBA-themed “Jimmy Kimmel Live Game Night” specials, averaged 1.03 million adults 18-49 (0.81 rating) in latenight for the week of June 8-12, up 25% from the previous week. According to Nielsen, this was the top weekly rating for the program since November 2013.
The two NBA nights of “Jkl,” both of which started later than usual due to the late-running basketball, were the week’s top two latenight telecasts in 18-49. Thursday’s show, following Game 4 of the NBA Finals between the Cleveland Cavaliers and Golden State Warriors, set a series record for the 12-year-old “Jimmy Kimmel Live” with 1.755 million adults 18-49. And Tuesday’s “Jkl,” which »
- Rick Kissell
As Vox Media continues to devote more resources to its online video operations, it has launched a series that profiles creative, thoughtful individuals who have found success in the business world. The media company whose owned-and-operated sites include Curbed, The Verge, and Sb Nation has launched Courageous Leaders, a docu-series in which notable entrepreneurs share their secrets.
The six episodes released across Vox’s network profile the people behind successful ventures in fields like tech, marketing, and interior design. Here’s one of those installments, featuring a chat between series host Hartley Sawyer and Thrillist co-founder Ben Lerer:
Hiscox, an insurance company that works with small businesses, sponsored the series. It enlisted Wilson Cleveland, with whom it has previously worked for projects like Leap Year, as the producer of Courageous Leaders. Cleveland in turn recruited Sawyer, a frequent collaborator of his over the past year, as host. “Creatively, I saw »
- Sam Gutelle
NBC won the first Tuesday of April in key demos behind a two-hour edition of “The Voice” and a winning performance from “Chicago Fire,” which aired its backdoor pilot for “Chicago Med.” Also of note was a good performance by CW’s “iZombie,” which held steady in its fourth week despite tougher competition and a repeat lead-in.
According to preliminary national estimates from Nielsen, “The Voice” averaged a 2.7 rating/9 share in adults 18-49 and 10.9 million viewers overall from 8 to 10 p.m., about even with its most recent Tuesday original of two weeks ago; it was the night’s No. 1 program in 18-49 and 25-54 (3.6/10). And at 10 p.m., “Chicago Fire” (2.0/6 in 18-49, 8.5 million viewers overall) was up 25% (0.4) from its prior original on March 17 and won its hour among the Big Four in 18-49 by a healthy 53% margin over CBS’ “Person of Interest.” Tuesday’s episode of “Chicago Fire” introduced characters »
- Rick Kissell
4 items from 2015
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