Marketing Execs Feel NBC Was at Fault, Conan Justified in Response, in New Survey on Late Night TV by Round2 Communications

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Round2 Communications recently conducted a survey on the Conan O’Brien and Jay Leno controversy over late night TV. The survey was sent to 11,986 senior marketing executives at major advertisers across the U.S. in late January 2010.

43.3% of respondents thought the controversy surrounding NBC’s late-night lineup will hurt advertising by driving advertisers away, while 37% felt it would have no effect on ad sales. 19.7% felt that any publicity is good publicity.

Round2 Communications recently conducted a survey on the Conan O’Brien and Jay Leno controversy over late night TV. The survey was sent to 11,986 senior marketing executives at major advertisers across the U.S. in late January 2010.

Key findings included:

  •     94.5% of respondents felt NBC’s management was primarily at fault in the situation.
  •     46.9% of respondents felt that, assuming they could only keep one, NBC should have kept Conan, vs. 41.4% who sided with Leno. 11.7% wanted both to stay where they were in their respective time slots.
  •     When asked what they thought of Conan’s initial response to the decision to move Leno back to the Tonight Show, 66.7% of respondents felt Conan was fully justified in view of NBC’s treatment of the situation.
  •     43.3% of respondents thought the controversy surrounding NBC’s late-night lineup will hurt advertising by driving advertisers away, while 37% felt it would have no effect on ad sales. 19.7% felt that any publicity is good publicity.
  •     When asked what they thought would happen when NBC first made the schedule switch in September 2009, only 27.3% thought the new schedule would probably succeed, while 50% didn’t think it would work, but expected NBC to stick with it anyway. 22.7% responded that they expected a situation like this to occur.
  •     In terms of a “winner” in the situation, 17.6% said Conan was the winner, since he can move to another network, 10.2% thought Leno came out on top, while the majority (46.1%) saw neither as the victor.

About Round2
Founded in 1993 by CEO Garfield Ricketts, Los Angeles–based Round2 was created to accelerate client success by delivering customized advertising media solutions through our dedicated team of experienced specialists and skilled negotiators. Round2’s client experience includes the San Diego Zoo, Union Bank, Los Angeles Times, Logitech, Crystal Cruises, HondaJet, Conceptus, and Virgin Charter. The firm also has offices in San Francisco and London. For more information, please visit http://www.Round2.com.

Media Inquiries:

Teresa Buyikian
Little Bird Communications
213.925.8188
teresa(at)littlebirdcomm(dot)com

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