This first thing I did this morning was peruse my Sunday morning briefing email. In minutes, I was laughing out loud at SNL skits from last night’s show. I remember when staying up late to watch the show was a tradition. Now all the skits are almost instantaneously compressed into fractions of the original viewing time. The same goes for the daily late night shows. These are now the glory days of Trevor Noah, John Oliver, Seth Meyers and James Corden’s Carpool Karaoke all being available not just at 11pm, but all day long.
It is clear the best way to generate reach is to target the best of both worlds. All of these live audience shows are still attracting audiences, but now also have to focus on extending the content’s relevance and reach for those, including Drizzy, who love their bed as much as they (once) love late night comedy.
It is not easy to attain Nieslsen metrics without paying for it, but according to this somewhat old data from the Business Insider, we have some grounding in the landscape. It appears from multiple sources that viewership is on a downward trajectory. The data NBC can track from its Youtube account reporting dashboard allows the company to slice and dice the demographic data,inclusive of: unique reach, watch time, and audibility. I don’t know how many live viewers were watching SNL last night, but there are already 654,000+ views of the youtube video of Girlfriends Game Night. While I have never seen a Late Late show with Jame Corden, I am one of 80,147,682 viewers of the Bruno Mars Carpool Karaoke video.
The reality is now film and comedy students probably need to spend more time thinking about abbreviated digital content consumption translations of their extended creations. No worries. They give out Emmy’s for short form in a variety series — so it is worth the skill development. One example mentioned in this Variety article on this topic, “At Comedy Central’s “The Daily Show,” they call Ramin Hedayati’s group “the expansion team.” Before Trevor Noah took over as host, staffers in the group had other tasks related to the linear broadcast. Now, they work exclusively on finding new ways to talk to fans.” We all saw the writing on the wall. Whether talking to fans about how they spend their entertainment time or buyers about what soap to buy, this isn’t breaking news. It isn’t the shift from one channel to the other, it is the degree of the composition shift that I find so interesting. Unilever made their ad plans known, “Even as Unilever makes fewer ads overall, it’s making 50 percent more digital ads and spending 120 percent more on digital media than it did in 2012, Pitkethly said.” A lot happened in 2017, but I don’t know if you know this happened… “The year it actually happened: Advertisers spent more on digital than traditional TV. To be specific: Digital ad spending reached $209 billion worldwide — 41 percent of the market — in 2017, while TV brought in $178 billion — 35 percent of the market — in 2017. That’s according to Magna, the research arm of media buying firm IPG Mediabrands.”
So expect more news articles in the morning that tell you what you missed…on TV?!?!