Arsenio Hall's return to late night after 19 years beats all competitors
in key demos
10, 2013) "Back is beautiful," as the clever tagline declared for the
Monday return of the Arsenio Hall Show to late night TV. And the veteran
host earned the ratings to prove it. After a 19-year absence as the king
of night time talk TV, Arsenio debuted nationally in syndication by
beating every single one of his competitors in the leading demographics.
According to early Nielsen Local People Meter data, Arsenio scored 1
rating and a 4 share among adults 18-49, and a 1.2/5 with adults 25-54.
In the 25 meter markets, NBC's Tonight claimed 0.6/3 in 18-49; CBS' Late
Show scored 0.5/3 (delayed by a primetime overrun); and ABC's Jimmy
Kimmel Live had a 0.8/4.
The numbers had to please lead sponsor Toyota, which is backing the show
with an integrated strategy of on-air visuals, social and mobile media.
Creative from Burrell Communications, Toyota's African-American ad
agency of record, was featured on-air and in digital platforms
highlighting the all-new 2014 Corolla.
The debut show featured comic Chris Tucker and a guest appearance by
Paula Abdul. Snoop Dogg provided two musical performances (a rarity in
late night these days).
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