We’ve touched on it over the past couple years, but we finally have the Performance Insights Hub ready to launch in the fourth quarter. It’s been a multi-year process to get here, but no one has ever had linear and streaming all together in one platform. So I think this is a true game-changer for the industry. If people are really just looking at streaming in isolation, even in the premium video marketplace, they’re missing three out of four impressions.
We’re also smart enough to know that we didn’t want to drop that at the end of the long show.
Good choice.
Move that to the front of it. And hope the rest of the show that everyone was thinking, “This is great if I can use the adtech to run against all of this great content.”
Speaking of that content, I love Fast and Furious, so you got me with Vin Diesel announcing the spinoffs. How are brands getting involved?
We have not been able to talk about it until today.
Oh, wow.
We’re having those conversations upcoming, and thankfully, we have a little bit of time before that happens. But you’ve seen it with their movies of brand integrations within the Fast series, so we will absolutely be talking to brands regarding that.
How does that speak to how audiences are watching in new formats, that these are Peacock spinoffs?
If you think about NBC, it is 100 years old. Peacock didn’t launch until our 94th year. So until that point, we had a one-way stream of feedback, which was: We would push [content] out and figure out if people watched it based on Nielsen. Now, we can see second-by-second feedback of shows and how we program, how we promote, and where we want advertising to play a role in all of it. Sometimes that might be long-form, sometimes that might be microdramas.
I thought Jimmy Fallon did a great job of telling the story. He didn’t come in and just say, ‘We’re going to create an [11:30 p.m.] show.’ We’re actually going to create a show that’s designed for the next incarnation of how people consume late night, and his show being the No. 4 show in social is a pretty remarkable story of something that broadcast doesn’t get enough credit for.
Speaking of late night TV, Seth Meyers joked on stage that he was next after the FCC goes after Jimmy Kimmel. Is there any conversation around that with brands? Also, do you know what Seth is going to say before he goes onstage?
I do not see Seth’s jokes before he goes on air, but I will say late night has had back-to-back up years in terms of revenue. Advertisers are interested in the daypart. I also think there is something to that immediacy that Jimmy talked about today, as well, of being able to be the conversation for tomorrow. That still happens. Seth tells his own jokes and obviously makes fun of me, but he’s a great partner with brands. Jimmy’s a great partner with brands. We have more brands that want to be involved with these guys than we did five years ago, so I don’t think there’s any impact.
