Jay Leno To Deliver Branded Laughs Via Skitvertising

When we were at the FIPP magazine conference a fortnight ago, there was the suggestion that publishers would have to get used to putting in advertising that was much more closely tied to content – an article about coffee producers in South America actually promoting Starbucks, for example. Well, that trend looks set to be replicated on US TV, as the pinch starts to mean less quality drama and more chat show hosts holding up boxes of detergent.

This illuminating New York Times piece tells how American network NBC is running exclusively talk shows throughout primetime this autumn, instead of shows like 30 Rock, The Office and Law and Order. Starting with Jay Leno, his giant-chinned form will morph ever more youthful mild comedians, with Conan, then Jimmy Fallon, and finally Carson Daly. Man, that’s a lot of topical humour. Getting these guys a house band and a sycophantic audience is much cheaper than the cast, crew, sets and writers of a drama, hence their proliferation during an advertising crisis. But what’s worrying is this line of the article:

“…NBC’s promise that Mr. Leno’s show would be ‘advertiser-friendly,’ offering sponsors opportunities like commercials delivered by Mr. Leno and the inclusion of brands in skits.”

Sounds hilarious. And I’m not sure you’ll be able to hear the name of the sponsor through Leno’s tightly gritted teeth. But if it does turn out to be actually funny, will anyone care? And could Leno and co even get comic mileage out of turning this “skitvertising” on its head, and mock the fact they’re having to be salesmen? The audience laughs, the product may be ridiculed but the derision sort of makes it cool – everyone wins. Well, whether or not this best case scenario manifests itself, it looks like this is going to be the outcome of an industry unwilling or unable to innovate itself out of an advertising-funded model.

Posted by Ben Beaumont-Thomas in Creative Economy | May 18, 2009 2:23PM |