Comedy Central_The Nightly Show
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This document discusses a creative evolution for a show on air that has received overwhelmingly positive critical reception, as demonstrated by recent traction on social media which could signal future growth, with over 30 million views.
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Comedy Central_The Nightly Show
- 1. 1 • Going through creative evolution on-air • Critical reception to Larry has been overwhelmingly positive • Recent traction on social harbinger of future growth
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Editor's Notes
- Going through creative evolution on-air (Click) Critical reception to Larry has been overwhelmingly positive (Click) Recent traction on social harbinger of future growth Other notes/stats---------------------------------------------------------- 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
- Both these spots were produced and released in house with a very deliberate digital strategy. In fact, to maximize sharing, we released them on multiple social platforms hours before they ever ran on linear TV. The approach clearly Worked: online alone, those two spots were seen a total of 30 MILLION times. Yes, 30 MILLION online views. That’s a lot of sharing. Bieber Videos: Promo clips (till 3/29): YT: 9.5M O&O: 1.3M CC Fb: 8.8M Snapchat: 1.3M SUM: 21M Day of Roast (3/30) (content + promos) YT: 1.9M O&O: 810K CC Fb: 4.9M Snapchat: 829K SUM: 8.4M Week of Roast (3/30-4/5) (content only) YT: 9.2M O&O: 8.5M CC Fb: 5.4M Snapchat: 2.9M SUM: 26 M +whipclip (1.2M streams) +twitter (187K streams) +vine (17M loops)
- First, current DS loyalists. We have over 4 million DS fans in our Viacom database, and another 9 millions fans on social platforms. Successfully introducing Trevor to this group is job one.
- Second, we will target younger fans who may be just occasional or lapsed Daily Show viewers. The average age of DS viewers has been increasing steadily, and is now is 47 years. So we will target 18-34 year olds who know the franchise, but have not yet made it part of their daily routine.
- The third is the growth opportunity – finding new 18-34 years olds who have not been Daily Show fans to date, but whose viewing patterns suggest they would be interested in the show's point of view and Trevor as its host. This is a group that is largely multi-cultural, and could help take TDS into a new era of growth and influence.