Viacom Uses Jon Stewart's Farewell to Drive Ad Sales Across Networks
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Jon Stewart’s final farewell from “The Daily Show” could provide a much needed boost to ad revenue for not only Comedy Central but for Viacom’s entire swath of cable channels.
That’s because Viacom is using Mr. Stewart’s final episodes of “The Daily Show” to drive advertising elsewhere on Comedy Central and on other networks in its portfolio, according to media buyers. It asked for a $1.5 million commitment from advertisers to appear in the episode, which will air on Aug. 6, buyers said. This package includes 30 seconds of commercial time in the episode, as well as additional inventory on the network and on other Viacom properties.
This is more than 10 times what a unit in “The Daily Show” normally costs advertisers, according to a person familiar with negotiations. And one media buyer said historically a 30-second commercial in the show would cost around $40,000 to $50,000.
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