Trump late night TV threats spell trouble for advertisers
“Jimmy Kimmel Live!” The show will be recorded the first night and the show will return to the ABC series in Los Angeles, Los Angeles, California on September 23, 2025.
Mario Tama | Getty Images
Late at night, the television has entered under fire in recent months. This can leave advertisers and media companies adhering to the rest of the live TV with a pool of option.
The last turmoil in programming late at night-the cancellation of the “Late Show with Stephen Colbert” and “Jimmy Kimmel Live!” -It has shown a spotlight on rating and income for political impact questions that come to the forefront late hours.
President Donald Trump, an aggressive vocal about both Colbert’s and Kimmel’s bad wealth, called on Jimmy Fallon and Seth Meyers, hosted by the NBC.
The result is not only uncertainty for viewers, TV managers and demonstration personnel, but also a palette on an advertising category that has long been the basis of live TV for a long time.
Advertising data firm EDO’s CEO Kevin Krim, “Live TV-ya many people who have been quoted in the most important and when you think from the point of view of the media company … Live moments, night news and late at night speaking shows live sports.” He said.
“For people who think that it is not important late at night, they do not think about the economy, objectives and incentives of both advertisers and media companies. They ignore the strategic value of the ecosystem.”
When Disney ABC “Jimmy Kimmel Live!” In September, it was unclear when the program would return or when it would return. Disney, Kimmel’i shorter than a week after the rest of the two major broadcasting station owners prevented the content, more than 20% of the country could not watch more than three days.
Colbert’s show will end after the CBS parent next year Very big It was announced in July and would not renew the program by referring to financial issues. The company has not yet announced its plans to fill the time zone or return to the affiliated network owner.
Fire around Colbert’s upcoming cancellation, Temporary ratings Surge and Kimmel’s suspension led to the recycling of the show to millions of viewers – a long time above the average and for advertisers in the markets where Kimmel is foreseen.
Late at night
As the audience chose to flow, traditional TV viewers decreased. However, live content still earns the largest ratings with talc shows late at night.
As a result, it continues to be a valuable time interval for advertisers, especially for a younger demography, late at night.
Julie Clark, a long -term advertising industry manager and current vice president of the current media and entertainment, Julie Clark, “The same audience may not suffer late at night, but the audience is extremely deliberate.
“Jimmy Kimmel alive!” According to the advertising measurement company ISPOT, ABC was considered among the top 10 vehicles for advertising access, and the show network provided 2.5% or 11.8 billion national TV impression.
According to EDO, at the end of the night comedy broadcasting programs to create ads of advertising-this Kimmel, Fallon, Meyers, and Colbert-Lretifans need to broadcast at four points this year in competitive night programming. In this case, competitively late at night, programming means everything that is broadcast on broadcast and cable TV, except for the landlords late at night at night.
According to the advertising industry executives, new products are still getting their best achievements from live TV ads.
However, advertisers began to reduce advertising expenditures in the face of macroeconomic winds and trade uncertainty. Lately, sarcker And Interactive Advertising Office Every report released reflects a withdrawal in advertising expenditures not only for TV but also for digital and flow due to higher costs for the companies brought by tariffs.
While advertisers put the expenditure in the plus signs late at night, the costs of these TV programs fall under the microscope.
Weigh costs
The priorities of media companies have shifted to build flow platforms with a push for profit. TV networks still do the majority of profit, but this number narrows.
“If we talk in general, the audience of the speaking shows were low compared to the fact that they were once, but there is less about how a particular host or demonstration and demonstrations and people consume television,” said Vicky Chang. He said.
Paramount said that in July, Colbert ended the “financial decision against a challenging ground late at night.” Kimmel’s show will face another test when his contract appeared in 2026.
Jonathan Miller, a long -standing Media Industry Manager Jonathan Miller, who has been working as an integrated media CEO, said, “Long -night TV and day -long shows, the integrated media CEO for a long time, Jonathan Miller, a long -standing Media Industry Manager Jonathan Miller, said,” Networks are more than sports. “He said,” Initially late at night was not too expensive, but costs increased. However, ratings have decreased, so less profitable-and homeowners still want a lot of money. “
The focus for media companies is increasingly content that guarantees larger live viewers – in general live sports. This led to spending a great spend on sports rights on other types of content.
Colbert, weeks after saying that this season will be the final, the newly joined paramount skydance Media rights of $ 7.7 billion are interested in UFC. ABC parent Disney and NBCuniversal signed a new media rights agreement worth $ 77 billion for 11 years with the NBA last year.
Media companies are also facing the intimidating cost of increasing political pressure.
Trump and Federal Communication Commission President Brendan Carr rose The review of media companies in the second term of the president.
Last year, ABC News agreed to pay 15 million dollars to Trump’s presidential library to filed a lawsuit on Trump’s TV anchor George Stephanopoulos on insulting Trump. And this summer, Paramount agreed to pay $ 16 million to file a lawsuit with the CBS “60 minutes” interview with Vice President Kamala Harris at that time.
Weeks after this settlement, Paramount and Skydance gained federal approval for long -awaited merges.
Colbert later referred to as “Big Oil Bribery” during one of the opening monologues of Paramount’s settlement. Shortly after, the company announced the future end date of the show late at night.
Disney’s suspension of Kimmel, FCC’s Carr’s affiliated ABC stations against the “public interest” against the heel of comments that may lose broadcast licenses came to the heels. Trump made a similar threat to the broadcasting networks he said he was “against” against him.
Description: Comcast is the parent company of NBCuniversal, the owner of CNBC. Versant will be CNBC’s new parent company on the planned Versant Spinoff of Comcast.
