You’re in for the night and a late-night favorite is on. It’s the one time of day where you’re not running around: no rascals to wrangle or food to assemble. That’s what makes late-night so valuable for marketers: it’s a captive audience, likely less distracted than normal.
Of everything that’s out there in late night, what really delivers real advertising engagement? Which hosts are delivering higher Viewability, and which ones deliver higher ad Attention? Are they one and the same?
In the days of Carson and Letterman, it was a guessing game at best. Not any more. Today, marketers finally have access to the advanced, high-tech solutions that deliver the kind of TV performance data that was once impossible to collect. And we’re using that data to help grow brands beyond their potential.
For advertisers, bedtime is prime time.
Late night shows deliver high Viewability across the board. The Tonight Show with Jimmy Fallon and Late Night with Seth Meyers both delivered 87.1% Ad Viewability averages, with The Late Late Show with James Corden following closely at 86.9%. Even the lowest-performing programs on the list, Saturday Night Live and Jimmy Kimmel Live!, were no slouches at 80.4% - all well above the overall industry average.
But just because you’re in the room doesn’t mean you’re paying Attention. Our analysis revealed a huge split between Ad Viewability and Ad Attention, with the difference sometimes going over 55%. Viewability champ Seth Meyers, for example, had the lowest ad attention rate, at just 31.3%. SNL fared best at 45.7%.
Late-night TV isn’t your last chance for your brand to connect with your customers, but for some brands it could be your best chance. Read more in the H1 2019 TV Performance Report, and let’s talk about how TVision can make a difference in your brand’s future.