5. 5
• On-air creative evolution
• Critical reception to Larry has been
overwhelmingly positive
• Recent traction on social harbinger
of future growth
6. 6
• More engagement on social
platforms than any other late night
show(1)
• Highly integrated - great platform
for sales
• Multi-platform superstar
(1) Nielsen Social Guide 9/29/14 – 4/30/15.
848
2,081
O&O
One of our biggest goals for 2016 is to continue our dominance among young men in late night – and we have found the perfect voice to lead the way: (click)
Trevor Noah
Other notes/stats----------------------------------------------------------------------------------------
Comedy Central has the top three late night talk shows among M18-24; and top three among A18-24
In May 2015 TDS had the largest audience and was the most engaging late night show averaging 7 videos per unique Visitor (Fallon was #2 with 5 Videos per Visitor)
TDs has been #1 for audience size every month in fiscal 15 (every month since June 2014) (Source: ComScore Multi-platform report total unique viewers May 2014 – May 2015)
There will be a new logo
new set, and even updated music. It will incorporate social media, and adapt to the way that this generation gets its news.
As sad as we are to see Jon approach his last show, we couldn’t be more excited about Trevor and what’s to come.
Let’s take a minute to talk about The Nightly Show. It has been evolving on air since it launched in January. Larry and the show have found their voice, and a really unique point of view in late night,
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and the critical response has been overwhelmingly positive.
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In June, the show hit a high water mark for digital streams on all platforms. Their take on the Rachel Dolezal scandal where they coined the word "incognegros" went viral…
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…with tastemakers like Shonda Rhimes tweeting their enthusiasm.
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Sentiment has been overwhelmingly positive, with over half of all tweets sharing the “Love” sentiment (Source: Canvs)
Larry Wilmore named to Fast Company’s list of the 100 Most Creative People in Business 2015
@Midnight continues to set the bar for fan engagement in latenight, with Hashtag Wars trending every night.
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It has become a great platform for sales, with more integrations than any of our other franchises.
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And, digital viewing is growing as well. In fiscal second, @midnight generated 46% more episode starts on Hulu and our O&O's than the prior year.
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Digital consumption growing: in FQ2, @midnight generated 46% more full episode starts across CC site and Hulu vs. prior year
With more than 3 million mentions for live airings, @midnight is the most talked-about comedy series of FY’15 (Source: Nielsen Social Guide)
Hashtag Wars trended every night this year, nationally or worldwide
Highly integrated show: everyone from NASA to Pizza Hut wants in
And now, Kent’s going to tell you about our most robust slate of original programming ever.
Data was squarely at the center of our strategy. We specifically targeted fans of the first two seasons who had been tracked in the Viacom Database. Plus, we advertised directly to Amy’s fans on social media.
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We also re-targeted millions of people online who had just recently been introduced to Amy, but had not yet seen her show – including those who saw her host the MTV Movie awards, those who watched her movie trailer on Viacom sites, and
(CLICK)
people who had been exposed to tweets about Amy like the ones on the screen.
As Kent explained, in the year ahead we have our most robust slate of original content ever - and with that, we are making a substantial investment in marketing to drive daily viewership.
The centerpiece is the launch of The Daily Show with Trevor Noah – our single biggest campaign in years.
The importance and scale of this launch requires a more broad-based layer of marketing. Of course, we need to introduce Trevor to audiences - but we also need to ensure our advertising clients see the commitment we’re making to this launch. So you can expect to see us on TV, and select outdoor locations in a few key markets.
But there is also a very targeted and strategic digital layer to this campaign, designed to be topical and help maximize daily linear and app viewing. We’ve identified three key target groups:
We are still working thru specific marketing plans, and are using every data source and tool available to ensure a successful launch and to maximize daily viewing.
It truly is a new era of content marketing - and Comedy Central is proud to be at the forefront.
Now, here’s Dave Bernath to highlight all the places are content is living.
This fall, our beloved and recently renewed South Park returns for season 19. We’ll pair that with animation rookie Moonbeam City. Tosh.0 & Drunk History return. Nathan For You is back,. And of course Trevor Noah takes the reins at The Daily Show Sept. 28th anchoring our topical trifecta of shows 160 nights a year.
