Starting today, NBC will be promoting The Jay Leno Show on radio in top markets for two weeks with spots featuring Leno comedy bits. The campaign shifts into high gear next Monday (Sept. 14) when the show premieres with 45-second spots 10 minutes after the hour during morning and afternoon drive on multiple stations in the top 25 markets.
The Jay Leno Show and the NBC affiliates that are counting on it to hold down the last hour of prime time and deliver heaps of viewers to their late newscasts will be getting a little help from radio.
Beginning today, Leno comedy bits will run during traffic reports in morning and afternoon drive time on two or three radio stations in NBC’s top 12 markets.
And then starting next Monday (Sept. 14), in conjunction with the show’s premiere, DJ-introduced spots will run in the top 25 markets at 10 minutes after the hour to underscore the show’s 10 p.m. start time. (The spots will appear at 9 minutes after the hour in the central time zone, mirroring the show earlier start time there.)
To lock up the uniform air time for the spots and make the media buys, NBC turned to Katz Marketing Solutions and Horizon Media.
“In launching this radio marketing campaign, Horizon and Katz helped deliver media solutions that had to pass through two strategy filters,” said Ken Grayson, Senior Director, Media Planning, NBC, in a prepared statement. “The first was finding mundane moments in everyday life that could use a laugh from Leno, such as sitting in gridlock while listening to a local traffic report. The second was closely aligning Leno and the comedy with the number 10 to highlight his timeslot, hence the ‘comedy from Jay at 10 after the hour.’
Bob McCurdy, president of Katz Marketing Solutions, the marketing arm of the Katz Media Group, told TVNewsCheck that the key to the Sept. 14 campaign was persuading stations to “change their clocks” — something that they don’t do lightly — so that the time the spots air (10 or nine minutes after the hour) reinforces the start time of the show.
Each 45-second spot will comprise a live, 15-second DJ lead-in, followed by a 25-second comedy bit and then a five-second reminder of where and when to tune in locally, McCurdy said. They will be separated from other spots and integrated into the chatter of the radio show.
At the height of the campaign next week, he expects 75-80 stations in 25 markets to be airing the spots. The campaign will run at least a week, he said.
McCurdy declined to reveal how much NBC is spending on the media buy.