Infographic: How the Late-Night Host Shuffle Has Changed the Price of Ads
Buyers place their bets on Fallon and Colbert
Networks and advertisers typically spend every fall focused on the new prime-time lineups. Not this year. All eyes are on late night, and with good reason. "Outside of sports, it's the strongest area of television from an ad-supported perspective," said Chris Geraci, president of national broadcast at OMD. When Jimmy Fallon took over from Jay Leno as host of NBC's Tonight Show in February 2014, his immediate success at 11:30 p.m. "rejuvenated the daypart," said Geraci.
