On September 14th "retired" Jay Leno returns to NBC and will host a early evening talk show. That he is coming back isn't much of a surprise. People who know Mr. Leno says he loves television. But, why is he headed to a 9:00PM Central time slot?
We can answer that question by taking a look at his guest line-up for week one. We've got Jerry Seinfeld, Tom Cruse, Robin Williams, Halle Berry, Eric Clapton...notice something? Sure all "A" list but clearly the guests reflect what the network sees in the crystal ball. An aging demographic. A return to a talk show is one thing...but putting it on before the 10PM News...
Here is the deal: While the buzz right now is on electronic marketing from Social Media to Text Messages, etc. The folks at NBC realize the best way to market to individuals 45+ is still traditional advertising on radio, television and, yes even, newspapers though declining. Here is a study on Boomer Marketing from Bridge Ratings.
Some are just waiting for the poor numbers to rain down on Leno...not us. Should be interesting to watch.