Less than a year ago, Paramount Global found a new reason to cheer about the midnight hour.
In December, the company did something few of its competitors could do: It struck a deal with Google to have three different late-night hosts weave a promotional message about the search-engine giant into their programs. On the night of December 15, Stephen Colbert, James Corden and Trevor Noah all nodded to Google during CBS’ “Late Show” and “Late Late Show” and Comedy Central’s “Daily Show.” The ad deal represented a vote of confidence in a sturdy portfolio of late-night programs that spanned broadcast and cable.
In December, the company did something few of its competitors could do: It struck a deal with Google to have three different late-night hosts weave a promotional message about the search-engine giant into their programs. On the night of December 15, Stephen Colbert, James Corden and Trevor Noah all nodded to Google during CBS’ “Late Show” and “Late Late Show” and Comedy Central’s “Daily Show.” The ad deal represented a vote of confidence in a sturdy portfolio of late-night programs that spanned broadcast and cable.
- 10/4/2022
- by Brian Steinberg
- Variety - TV News
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