Jimmy Kimmel Loves Commercials
“Jimmy Kimmel Live” (JKL) may be the best late night talk show on TV and it will be a real threat to Letterman and Leno once it moves to 11:35 p.m. weeknights. Jimmy has mastered the monologue, made hysterical segments with celebrities, and has created some of the best pranks, especially when he asks his audience to do them (if you have never seen them, look up “Jimmy Kimmel Prank” on YouTube).
There is no doubt that JKL can attract viewers:
According to Anne Sweeney, co-chair of Disney Media Networks and president of Disney/ABC Television Group, the show grew 3% in total viewers during the 2011-12 broadcast season, its most-watched in five years. It was also the only late-night broadcast talk show to increase viewers year over year.
There is no doubt that JKL can grow ad revenue:
Advertisers boosted their spending on Kimmel’s show by 20 percent last year to $98 million, according to Kantar Media (NY Post, 8/22/12), the outdoor stage for music is sponsored,and the live commercials at the top of the show are often funny.
However, I can only watch JKL on my DVR, because there are SO MANY commercials. Below is a break out of the 11/27 show, commercial time is noted in (Minute:Seconds) during the “65” minute show:
1. A promo for the night’s show (:30)
2. Commercial Pod #1: Three commercials (1:30)
3. JKL live commercial (1:20)
4. Commercial Pod #2: Five commercials (2:00)
5. JKL Monologue
6. Commercial Pod #3: Nine Commercials (3:30) + Two ABC Promos (:30)
7. JKL Guest 1
8. Commercial Pod #4: Nine Commercials (4:15) + One ABC Promo (:15)
9. JKL Guest 2
10. Commercial Pod #5: Ten Commercials (4:15) + Two ABC Promos (:15)
11. JKL Sponsor Card + Concert Series Sponsor (:30)
12. Commercial Pod #6: Ten Commercials (4:00) + One ABC Promo (:10)
13. JKL Musical Act
14. Commercial Pod #7: Five commercials (2:30)
15. JKL Sign Off
So, there is almost 22 minutes of commercials during the 65 minute show, or 33% of the program. That may be on par for Late Night, but the breaks seem extraordinarily heavy at the beginning and end of the show.
Advertisers routinely pay less for time slots that air after midnight, to the point that most networks have rearranged their late-night ad breaks in recent years to bring more commercials into the first half hour,(Ad Age, 8/21/12); JKL “starts” at 12:00 a.m., but does not really begin until 12:05 a.m. And after the second guest, there is a whopping NINE MINUTES of commercials before the musical guest.
I don’t know how many Media Buyers are paying attention to the amount of clutter their spots are surrounded by, but I would give it a second look. It will be interesting to see if the move to 11:35 p.m. changes the format.
As I mentioned earlier, I love the show and will continue to watch it – just on my DVR.