03 Jul The New Late Night For Media Placement

This year’s bought of media buying went differently than expected. While prime-time usually takes the brunt of the buying, late night has surged in popularity. NBC for example, hosting both The Tonight Show and Late Night, has a 45% surge in late-night budgets. Media buyers have confirmed that there is a trend emerging in this late market.

A change in hosts seems to be at the heart of this. Jimmy Fallon and Seth Meyers presence’s have contributed to a boost in the 18-49 year-old demographic. Late-night spots are turning out to be the next logical step for advertisers.

Will we see prime-time fade more in the future? Hard to tell.

Here is the full article, thanks to AdAge: http://adage.com/article/special-report-tv-upfront/late-night-a-bright-spot-tv-upfronts/293912/