Selling Advertising Space to Advertisers for The Tonight Show

with Conan O’BrienColleen McAndrew

Selling Advertising Space to Advertisers for:

Colleen McAndrew

The Move

• “Late Night with Conan O’Brien” at 12:35 to “The Tonight Show with Conan O’Brien” at 11:35

• Move show and staff from New York to Los Angeles

• Taking Over for Jay Leno “Late Night King”• 5th “Tonight Show” Host in its History• Debut Monday June 1, 2009

What the Move Means

• Similar format to Late Night, but more sketch comedy because it is his strong point– Keep old sketches but add many more new ones

• Looking to widen demographic– Was a young 30 when starting Late Night, now 46– Not more mature, but elegant

Promotions for New Show

• A series of TV Commercials mainly played during other NBC Late Night Programs

• NBC Affiliate tour of 30 stations across the US• High Profile of interviews in print and online• New “Tonight Show” Website

Success Online

• New Website for Show including:– Daily Blog– Daily Pictures– Behind-the-Scenes– 2 Weekly Videos– Contests and Giveaways

• Very Active Twitter• Still being updated

Audience

• Come to watch Conan– Rating don’t fluctuate too much due to guests

• Core Audience for Late Night:Males 18-34– Hardest to reach demographic

• Expand core to 18-55• Strong audience base

and devote following

Advertising Space

• Jay averaged 5 million viewers– Conan’s “Late Night” average: 2.5 million viewers– Conan’s “Tonight Show”: 7 million on premier• 17% Share

– Jay Leno “Tonight Show” Finale: 8 million viewers• 20% share

• Price per 30-second spot– $50,000

Worried About TiVo?

• Monologues and skits deal with current events that have occurred recently or that day

• A Daily Show with guaranteed ratings• Audience is “trained to tune in”

– Brad AdgateResearch DirectorHorizon Media Inc.

Thank You!Questions?