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AD BUYERS QUESTION NBC’S LATE-NIGHT STRATEGY

April 8, 2013 by · Leave a Comment 

The recent hue and cry over NBC’s decision to shake up its late-night lineup next year has left some ad buyers scratching their heads, Advertising Age indicated in its edition out today (Monday). In its headline, the magazine observes: “NBC Fixes the Only Part of Its Schedule That’s Not Broken: Late Night.” Underlining that assessment, RJ Palmer advertising executive Marc Morse told AdAge: “NBC is not No. 1 in morning, it’s down in daytime and evening news, and struggling in prime time. Late night is its only advantage. … I don’t think they need to pre-sell the change a year-and-a-half in advance.” Moreover, ad buyers contacted by the magazine noted, it’s by no means certain that Jimmy Fallon will draw substantially more younger viewers than Jay Leno — and they will certainly wait to see how the transition unfolds.