Connect with us

Business

Trump’s threats against late-night TV could spell more trouble for advertisers

Published

on

Trump’s threats against late-night TV could spell more trouble for advertisers


A sign is displayed outside the El Capitan Entertainment Centre in Hollywood where the “Jimmy Kimmel Live!” show will be recorded on the first night the show will return to the ABC lineup on September 23, 2025 in Los Angeles, California.

Mario Tama | Getty Images

Late-night television has come under fire in recent months. That could leave advertisers and media companies, already clinging to what’s left on live TV, with an even smaller pool of options.

The recent upheaval in late-night programming — namely the cancellation of “The Late Show with Stephen Colbert” and the temporary suspension of “Jimmy Kimmel Live!” — has shown a spotlight on ratings and revenue for late-night standouts and spurred questions of political influence.

President Donald Trump, aggressively vocal about both Colbert’s and Kimmel’s bad fortune, has called for late-night shows on NBC hosted by Jimmy Fallon and Seth Meyers to be next on the chopping block.

The result is not just uncertainty for viewers, TV executives and show staffs, but a pall over an advertising category that’s long been a staple of live TV.

“Reaching a lot of people who are engaged because it’s live TV — or live-to-tape — is really important, and when you think about it from the media company’s perspective … the live moments are live sports on most given nights, the nightly news and late-night talk shows. That’s all you have,” said Kevin Krim, CEO of ad data firm EDO.

“To the people who think late night doesn’t matter, they’re not thinking about the economics and the goals and the incentives of both the advertisers and the media companies. They’re ignoring some of the strategic value of the ecosystem,” he added.

When Disney’s ABC pulled “Jimmy Kimmel Live!” off the air in September, it was unclear for days if or when the program would return. While Disney reinstated Kimmel less than a week later, more than 20% of the country still couldn’t watch the show for three additional days as two major broadcast station owners preempted the content.

Colbert’s show will end next year after CBS parent Paramount announced in July it wouldn’t renew the program, citing financial considerations. The company has yet to reveal plans to fill the timeslot or give it back to the affiliate network owner.

The fervor around Colbert’s upcoming cancellation caused a temporary ratings surge, and Kimmel’s suspension led the show to rake in millions of viewers upon its return — way above the average and a missed opportunity for advertisers in the markets where Kimmel was preempted.

Late-night draw

Traditional TV viewership has decreased as the audience opts for streaming. But live content still garners the biggest ratings, which includes late-night talk shows.

As a result, late-night shows remain a valuable time slot for advertisers, especially for a younger demographic.

“Late-night may not draw the same mass audiences it once did, but the viewers who tune in are highly intentional. For advertisers, that makes the space less about sheer scale and more about reaching a consistent, engaged community,” said Julie Clark, longtime ad industry executive and current senior vice president of media and entertainment at TransUnion.

“Jimmy Kimmel Live!” was considered among the top 10 of ABC’s best vehicles for advertising reach, with the show delivering 2.5% of the network’s total ad exposures, or 11.8 billion national TV impressions, according to ad measurement firm iSpot.

According to EDO, in order to generate as much ad impact as one ad in the late-night comedy broadcast programs — that’s Kimmel, Fallon, Meyers and Colbert — advertisers would need to air, on average, about four spots across competitive late-night programming this year. In this case, competitive late-night programming means everything aired on broadcast and cable TV, excluding the late-night hosts, during these time slots.

Brands launching new products still get their best success from live TV commercials, according to ad industry executives.

But advertisers have begun to cut back on ad spending in the face of macroeconomic headwinds and trade uncertainty. Recently, eMarketer and the Interactive Advertising Bureau each released reports projecting a pullback in ad spending, not just for TV but also digital and streaming, due to higher costs for companies brought on by tariffs.

As advertisers trim spend and Trump puts late night in his crosshairs, the costs of these TV programs are coming under the microscope.

Weighing the costs

Media companies’ priorities have shifted to building out their streaming platforms in a push for profits. Pay TV networks still make the majority of the profits, but that number is shrinking.

“Generally speaking, viewership of late night talk shows has been low compared to what they once were, but it’s less about a specific host or show and more about the shift in how people consume television,” said Vicky Chang, vice president of media at Tatari, a TV ad platform.

Paramount said in July its move to end Colbert was “purely a financial decision against a challenging backdrop in late night.” Kimmel’s show will face another test when his contract comes up in 2026.

“Late-night TV and daytime morning shows used to be two of the most profitable areas of TV, more so than sports because of the big sports rights fees. Networks typically made a huge amount of money,” said Jonathan Miller, longtime senior media industry executive who serves as CEO of Integrated Media. “Initially late-night shows weren’t very expensive, but the costs have gone up. But ratings have declined so it’s less profitable – and hosts still want a lot of money.”

The focus for media companies is increasingly on content that guarantees big live audiences — by and large, live sports. This has led to hefty spending on sports rights over other kinds of content.

Weeks after Colbert said this season would be his final, the newly merged Paramount Skydance announced a $7.7 billion media rights deal with UFC. ABC parent Disney and NBCUniversal last year signed a new media rights deal with the NBA worth $77 billion over 11 years.

Media companies are also facing the daunting cost of rising political pressure.

Trump and Federal Communications Commission Chair Brendan Carr have ramped up scrutiny of media companies during the president’s second term in office.

Last year ABC News agreed to pay $15 million toward Trump’s presidential library to settle a lawsuit over comments by TV anchor George Stephanopoulos that Trump called defamatory. And this summer Paramount agreed to pay $16 million to settle a lawsuit over the editing of a CBS “60 Minutes” interview with then-Vice President Kamala Harris.

Weeks after that settlement, Paramount and Skydance won federal approval for their long-awaited merger.

Colbert later referred to Paramount’s settlement as a “big fat bribe” during one of his show’s opening monologues. Soon after, the company announced the future end date of the late-night show.

Disney’s suspension of Kimmel came on the heels of comments by the FCC’s Carr that suggested affiliate ABC stations could lose their broadcast licenses if they aired content that was against the “public interest.” Trump made a similar threat regarding the broadcast networks that he said are “against” him.

Disclosure: Comcast is the parent company of NBCUniversal, which owns CNBC. Versant would become the new parent company of CNBC upon Comcast’s planned spinoff of Versant.



Source link

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business

‘Pawn in trade negotiation’: China refuses to buy US soybeans; Donald Trump admin plans support for farmers – The Times of India

Published

on

‘Pawn in trade negotiation’: China refuses to buy US soybeans; Donald Trump admin plans support for farmers – The Times of India


American farmers are looking at losing billions of dollars as Chinese importers have refused to buy US soybeans due to tensions between the two nations. To ease the blow, US treasury secretary Scott Bessent announced that the government will be rolling out new support measures for the farming sector.Bessent told CNBC that the federal government stands behind the farming community, which backed President Donald Trump in the 2024 election. “We’ve got their backs,” he said.“It’s unfortunate that Chinese leadership has decided to use the American farmers, soybean farmers in particular, as a hostage or pawn in the trade negotiations,” Bessent told Reuters.Trump on Wednesday said that soybeans would be a major topic of discussion when he meets Chinese President Xi Jinping in four weeks.Bessent explained that buying American farm products is part of nearly every recent US trade deal. “So we’re going to see other countries substitute for China,” he said. However, despite efforts by the administration and the soybean industry, no other markets have come close to matching China’s usual purchase volumes. A record harvest has also added pressure on prices.Bessent said he met Trump and Agriculture Secretary Brooke Rollins in the Oval Office on Wednesday. He asked farmers to expect “substantial support” to be announced on Tuesday, particularly for soybean growers. “On Tuesday, you’re going to see substantial support for the farmers, and we’re also going to be working with the Farm Credit Bureau to make sure that the farmers have what they need for next planting season,” he said.He added that an in-person meeting between Trump and Xi would help set the direction for future trade.“I think with President Trump’s leadership and his relationship – the respect party chair Xi has for him – that this round, which would be our fifth round of talks, should show a pretty big breakthrough,” Bessent said.





Source link

Continue Reading

Business

The people turning to AI for dating and relationship advice

Published

on

The people turning to AI for dating and relationship advice


Suzanne BearneTechnology Reporter

Getty Images A young woman, looking concerned, looks at here smartphone.Getty Images

Earlier this year, Rachel wanted to clear the air with a man she had been dating before seeing him again in a wider friendship group setting.

“I’d used ChatGPT for job searching but had heard someone else use it [for dating advice],” says Rachel, who does not want her real name used, and lives in Sheffield.

“I was feeling quite distressed and wanted guidance, and didn’t want friends involved.”

Before the phone call, she turned to ChatGPT for help. “I asked, how do I deal with this conversation but not be on the defensive.”

Its response?

“ChatGPT does this all the time but it was something like ‘wow, that’s such a self-aware question, you must be emotionally mature going through this. Here are some tips’. It was like a cheerleader on my side, like I was right and he was wrong.”

Overall, she says it was “useful” but described the language as “very much like therapy speak, using words like ‘boundaries'”.

“All I took from it was it reminded me to be OK to do it on my terms, but I didn’t take it too literally.”

Rachel is not alone in turning to AI for advice in dealing with relationships.

According to research by the online dating firm Match, almost half of Generation Z Americans (those born between 1997 and 2012) said they have used LLMs like ChatGPT for dating advice, that’s more than any other generation.

People are turning to AI to help craft breakup messages, to dissect conversations they’re having with people they’re dating, and to resolve problems in relationships.

Anastasia Jobson With long dark hair and wearing a pink jacket, Dr Suglani smiles looking into the camera .Anastasia Jobson

Using AI might be a tactic to avoid difficult feelings says Dr Suglani

Dr Lalitaa Suglani, psychologist and relationship expert, says AI can be a useful tool, especially for people who feel overwhelmed or unsure when it comes to communication in relationships.

It may help them to craft a text, process a confusing message or source a second opinion, which can offer a moment of pause instead of being reactive, she says.

“In many ways it can function like a journalling prompt or reflective space, which can be supportive when used as a tool and not a replacement for connection,” says Dr Suglani.

However, she flags several concerns.

“LLMs are trained to be helpful and agreeable and repeat back what you are sharing, so they may subtly validate dysfunctional patterns or echo back assumptions, especially if the prompt is biased and the problem with this it can reinforce distorted narratives or avoidance tendencies.”

For example, she says, using AI to write a breakup text might be a way to avoid the discomfort of the situation. That might contribute to avoidant behaviours, as the individual is not sitting with how they actually feel.

Using AI might also inhibit their own development.

“If someone turns to an LLM every time they’re unsure how to respond or feel emotionally exposed, they might start outsourcing their intuition, emotional language, and sense of relational self,” says Dr Suglani.

She also notes that AI messages can be emotionally sterile and make communication feel scripted, which can be unnerving to receive.

Es Lee Wearing a grey blazer and checked shirt Es Lee looks into the camera.Es Lee

Not everyone can talk to friends and family about relationships says Es Lee

Despite the challenges, services are springing up to serve the market for relationship advice.

Mei is a free AI generated service. Trained using Open AI, the service responds to relationship dilemmas with conversational-like responses.

“The idea is to allow people to instantly seek help to navigate relationships because not everyone can talk to friends or family for fear of judgment,” says New York-based founder Es Lee.

He says more than half of the issues brought up on the AI tool concern sex, a subject that many may not wish to discuss with friends or a therapist, Mr Lee says.

“People are only using AI as existing services are lacking,” he says.

Another common use is how to reword a message or how to fix an issue in a relationship. “It’s like people need AI to validate it [the problem].”

When giving relationship advice, issues of safety could come up. A human counsellor would know when to intervene and protect a client from a potentially harmful situation.

Would a relationship app provide the same guardrails?

Mr Lee recognises the concern over safety. “I think the stakes are higher with AI because it can connect with us on a personal level the way no other technology has.”

But he says Mei has “guardrails” built into the AI.

“We welcome professionals and organisations to partner with us and take an active role in molding our AI products,” he says.

OpenAI the creator of ChatGPT says that its latest model has shown improvements in areas like avoiding unhealthy levels of emotional reliance and sycophancy.

In a statement the company said:

“People sometimes turn to ChatGPT in sensitive moments, so we want to make sure it responds appropriately, guided by experts. This includes directing people to professional help when appropriate, strengthening our safeguards in how our models respond to sensitive requests and nudging for breaks during long sessions.”

Another area of concern is privacy. Such apps could potentially collect very sensitive data, which could be devastating if exposed by hackers.

Mr Lee says “at every fork in the road on how we handle user privacy, we choose the one that preserves privacy and collects only what we need to provide the best service.”

As part of that policy, he says that Mei does not ask for information that would identify an individual, other than an email address.

Mr Lee also says conversations are saved temporarily for quality assurance but discarded after 30 days. “They are not currently saved permanently to any database.”

Some people are using AI in combination with a human therapist.

When Corinne (not her real name) was looking to end a relationship late last year, she started to turn to ChatGPT for advice on how to deal with it.

London-based Corinne says she was inspired to turn to AI after hearing her housemate talk positively about using it for dating advice, including how to break up with someone.

She said she would ask it to respond to her questions in the same style as popular relationship expert Jillian Turecki or holistic psychologist Dr Nicole LePera, both very popular on social media.

When she started dating again at the start of the year she turned to it again, again asking for advice in the style of her favourite relationship experts.

“Around January I had been on a date with a guy and I didn’t find him physically attractive but we get on really well so I asked it if it was worth going on another date. I knew they would say yes as I read their books but it was nice to have the advice tailored to my scenario.”

Corinne, who has a therapist, says the discussions with her therapist delve more into childhood than the questions she raises with ChatGPT over dating or relationship queries.

She says that she treats AI advice with “a bit of distance”.

“I can imagine people ending relationships and perhaps having conversations they shouldn’t be having yet [with their partner] as ChatGPT just repeats back what it thinks you want to hear.

“It’s good in life’s stressful moments. And when a friend isn’t around. It calms me down.”

More Technology of Business



Source link

Continue Reading

Business

Elon Musk is telling his followers to cancel Netflix subscriptions. Here’s what’s happening

Published

on

Elon Musk is telling his followers to cancel Netflix subscriptions. Here’s what’s happening


Elon Musk stands in the Oval Office to attend a press event with U.S. President Donald Trump, at the White House in Washington, D.C., U.S., May 30, 2025.

Nathan Howard | Reuters

Elon Musk this week urged his followers to cancel their Netflix subscriptions over a controversy surrounding an animated show and its creator.

Musk on Wednesday posted on his X platform saying, “Cancel Netflix for the health of your kids.” The post was in response to an image accusing Netflix of carrying out a “transgender woke agenda.”

The controversy seems to stem from conservative backlash over an animated Netflix show “Dead End: Paranormal Park,” which features a transgender character. The show was canceled in 2023 after two seasons.

In addition to repeated anti-trans posts, Musk also responded to a post criticizing alleged statements made by the show’s creator, Hamish Steele, that a prominent conservative X account said “mocked” the murder of conservative activist Charlie Kirk.

Steele responded to Musk’s callout on rival social media platform Bluesky saying, “It’s probably going to be a very odd day.” Steele also shared a post by TV writer Jack Bernhardt that called “Dead End” a “brilliant show about kind, wonderful characters.”

Netflix did not respond to CNBC’s request for comment.

Analysts say the backlash might not pose as big of a threat to Netflix as Musk may be hoping for.

Netflix reported 301.63 million subscribers as of the fourth quarter of 2024, the last time it reported the metric before shifting priority to revenue over user growth. The company has a roughly $490 billion market cap, and its stock is up more than 60% in the past year.

Shares are down 4% so far this week.

“Is that going to move the needle necessarily? … You’re going to see people sign up on the back of that to counter it,” CNBC contributor Guy Adami said Wednesday on “Fast Money.”

“I don’t think this is a reason to sell the stock,” he added.

Seymour Asset Management’s Tim Seymour said though a day of headlines may move the stock around, it’s ultimately too expensive to be significantly affected by internet backlash.

“We’ve had these moments in time where, whether it was an ad campaign that went wrong or whether it was some sense that a company was aligned in a particular political channel… I don’t think that that’s going to be the reason to sell Netflix here,” Seymour said Wednesday.

The calls for a boycott mirror those against Anheuser-Busch InBev in 2023 after it released an ad campaign with transgender influencer Dylan Mulvaney. But the boycott of Bud Light, CNBC contributor Karen Finerman noted on Wednesday, yielded “far greater” destruction than any other recent examples.

“I feel like this will be very fleeting,” Finerman said.



Source link

Continue Reading

Trending