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Letterman, Leno, and the Baby Boomers
By: Len Kornblau
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So, in another year, David Letterman will join Jay Leno off the air. He is retiring, but Leno is not. Jay will do stand-up as always.
 
But where does that leave advertisers who still want to reach Baby Boomers more so than Gen X or Millennials?
 
Good question.
 
Does CBS go the youth route like NBC? It’s nice to have choices as viewers, but a problem for some advertisers.
 
Then again, advertisers can assume Baby Boomers will be going to bed earlier and switch their spots to Late News.

That could be a boon for local stations.

They won’t have to worry about late-night ratings for the Boomers. You can hear the sigh of relief from media planners. That comes at a cost, however, because the late news costs more per point than late night (fringe). Maybe we will see a shift towards more cable buys during that daypart.
 
The wheels are turning.
 
Stay tuned!


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About the Author
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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