Hasta La Creative!

Stephen Colbert’s jump to CBS solidifies the new regime in broadcast late-night, and with it a group of funny men who are embracing advertisers.

Mr. Colbert has more than proved he is willing to work brand integrations into his show, referring to product placements as “sponsortunity.” And while his mocking of brands can pose some risk to marketers, it’s one they are willing to take.

Mr. Colbert, along with NBC’s Jimmy Fallon and ABC’s Jimmy Kimmel, represent a new guard of late-night hosts who are embracing edgy and innovative brand integrations. “All of the new guys are of the mindset that this is the way it works now,” said David Campanelli, senior VP-director of national broadcast, Horizon Media.

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