A sign is displayed outside the El Capitan Entertainment Center in Hollywood where the “Jimmy Kimmel Live!” The show will be recorded the first evening, the show will return to the ABC range on September 23, 2025 in Los Angeles, California.
Mario Tama | Getty images
Television at the end of the evening has been criticized in recent months. This could leave advertisers and media companies, already hanging on what remains on live television, with an even smaller option basin.
The recent upheaval of the end of evening programming – namely the cancellation of “The Late Show with Stephen Colbert” and the temporary suspension of “Jimmy Kimmel Live!” – showed a projector on notes and income for the end of the evening stars and stimulated questions of political influence.
President Donald Trump, vocal aggressively on the bad fortune of Colbert and Kimmel, called for late evening shows on NBC organized by Jimmy Fallon and Seth Meyers to be the next on the blocking.
The result is not only uncertainty for viewers, television leaders and program employees, but a veil on an advertising category that has long been a must for live television.
“Achieving many people who are hired because it’s live television – or live – is really important, and when you think about the point of view of the media company … Live moments are live sports the most given nights, new nighttime and end -of -evening talk shows.
“For people who think that the end of the night, they do not matter, they do not think of the economy and the objectives and incentives of advertisers and media societies. They ignore part of the strategic value of the ecosystem,” he added.
When Disney ABC shot “Jimmy Kimmel Live!” Apart from the air in September, it was not clear for days if or when the program comes back. While Disney restored Kimmel less than a week later, more than 20% of the country could still not watch the program for three additional days while two main owners of broadcasting stations pre -empted the content.
Colbert’s show will end next year after the parent of CBS Primordial Announced in July, it will not renew the program, citing financial considerations. The company has not yet revealed its plans to complete the time slot or return it to the owner of the affiliation network.
The fervor around Colbert’s future cancellation caused a wave of temporary notes, and Kimmel’s suspension led the show to bring millions of viewers upon back – well above average and a missed opportunity for advertisers on the markets where Kimmel was pre -empted.
Draw at the end of the evening
Traditional television bill has decreased as the public opts for streaming. But live content always gets the biggest notes, which include end-of-evening talk shows.
Consequently, the late evening shows remain a precious time slot for advertisers, especially for a younger demography.
“The night cannot attract the same mass audience that he has made once, but the viewers who connect are very intentional. For advertisers, which makes space less on the pure scale and more on a coherent and committed community,” said Julie Clark, director of long-standing advertising industry and senior media and vice-presidents.
“Jimmy Kimmel Live!” Was taken into account among the first 10 of the best ABC vehicles for the advertising scope, the issue providing 2.5% of total network announcements, or 11.8 billion national television printing, according to the ISPOT announcement company.
According to Edo, in order to generate as much advertising impact as an announcement in comedy broadcast programs at the end of the evening – it’s Kimmel, Fallon, Meyers and Colbert – Advertisers should be broadcast, on average, around four places through competitive programs at the end of the evening this year. In this case, the competitive programming at the end of the evening means that everything is broadcast for broadcasting and on cable television, excluding the end of evening hosts, during these time slots.
Brands that launch new products are still getting their best success in live television ads, according to advertising industry leaders.
But advertisers began to reduce advertising expenses to macroeconomic opposite winds and commercial uncertainty. Recently, Emarketer and the Bureau of Interactive Advertising each published reports projecting a decline in advertising expenses, not only for television but also digital and streaming, due to higher costs for companies caused by prices.
As the advertisers have succeeded and Trump puts an end of the evening in his reticle, the costs of these television programs fall under the microscope.
Pay costs
The priorities of media companies have moved to the creation of their streaming platforms to put pressure for profits. Television networks always make the majority of profits, but this number is shrinking.
“In general, the audience of the talk show of the end of the evening was weak compared to what they were in the past, but it is less a specific host or program and more change in the way people consume television,” said Vicky Chang, media vice-president at Tatari, a televised advertising platform.
Paramount said in July that his decision to put an end to Colbert was “a financial decision against a difficult context at the end of the evening”. Kimmel’s show will face another test when his contract appeared in 2026.
“TV shows and the day of the day at the end of the evening were two of the most profitable fields of television, more than sport due to the major costs of sports rights. The networks have generally won a huge sum of money,” said Jonathan Miller, director of the longtime senior media industry who is CEO of Media Integrated. “At the start, the late evening shows were not very expensive, but the costs increased. But the grades have decreased, so it’s less profitable – and the hosts still want a lot of money.”
The objective for media companies is more and more on the content which guarantees a general public live – in all live sports. This has led to heavy spending on sports rights on other types of content.
A few weeks after Colbert said that this season would be his final, the newly merged Paramount Skydance announced an agreement of $ 7.7 billion with the UFC. Last year, Parent ABC Disney and Nbcuniversal signed a new media rights agreement with the NBA worth $ 77 billion over 11 years.
Media companies are also faced with the intimidating cost of increasing political pressure.
Brendan Carr, president of the Federal Communications Commission, has increased Examination of media companies during the president’s second term.
Last year, ABC News agreed to pay $ 15 million for the Trump’s presidential library to pay a prosecution on the comments of the George Stephanopoulos television that Trump called a defamatory. And this summer, Paramount agreed to pay $ 16 million to pay a continuation of the modification of an interview with CBS “60 minutes” with the president of the time, Kamala Harris.
Weeks after these regulations, Paramount and Skydance won federal approval for their long -awaited merger.
Colbert then described the colony of Paramount as “big bridge pot” during one of the opening monologues of his program. Shortly after, the company announced the future end date of the late evening show.
Kimmel’s Disney suspension occurred to the comments of the FCC’s comments which suggested that ABC stations suggested that dissemination stations could lose their dissemination license if they disseminated content contrary to “public interest”. Trump has made a similar threat concerning the broadcasting networks which, according to him, are “against” him.
Disclosure: Comcast is the parent company of Nbcuniversal, owner of CNBC. Square would become the new mother company of CNBC on the spin-off of Comcast de Visant.