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July 31, 2014

Jimmy Kimmel is bringing back live commercial spots

by Allison Waldman, posted Apr 15th 2008 2:40PM
Jimmy KimmelRemember that song, "Everything Old Is New Again"? Well, it's true. In the old days of broadcasting, it was typical for the host of a show to appear during the hour or half-hour doing a live commercial endorsing the sponsor of the program. That old idea is being re-invented and ABC will soon announce that Jimmy Kimmel will be doing live spots on Jimmy Kimmel Live. Call it the ultimate in product integration, if you will, but it's just one more way for advertisers to guard against DVR watchers zapping through the commercials or live viewers clicking to another channel. And if they're smart, they'll make the commercials clever enough to be worth watching. The live ads will launch in May.

The live ads were fairly commonplace on TV up until the 1970s. I recently watched an old episode of The Garry Moore Show -- 1962 -- which included live ads where Garry lit up a cigarette and espoused the merits of smoking that brand. Johnny Carson used to do them, and they are still popular on radio. For many advertisers, having the host read the copy for a commercial -- basically endorsing the product -- is a valuable plus. On New York's WFAN radio, for example, on the Mike and the Mad Dog Show, you can hear the hosts Mike Francesca and Chris Russo doing spots. And advertisers pay more than they would for a taped spot.

However, there are few examples of live spots of late. A year ago, Garmin showed off their car navigation system in a live commercial on The Tonight Show. It was the first such ad in 14 years. And the research showed that people were "engaged" (that's industry talk for making their point) by the commercial.

The bottom line is that product placement, integration and sponsorship is creeping into every aspect of television viewing. Perhaps we should be glad that the Jimmy Kimmel Live set doesn't have a Campbell Soup sign over his head, or product logos plastered on his suit, a la NASCAR drivers. I'm willing to see what Kimmel does with the live spots. If he can come up with "I'm fu*king Ben Affleck," I put nothing past him (and his writers).

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tkmedia

Conan used to always do Budweiser Ads with the old people sketches, oldie wilson the third, etc.

April 17 2008 at 3:01 AM Report abuse rate up rate down Reply
kevin

conan did one last week with an att or verizon video phone.

April 16 2008 at 5:10 PM Report abuse rate up rate down Reply
MERVE-THE-PERVE

I thought Jimmy Kimmel was live Bob. If He's not live then they need to change it to Jimmy Kimmel Pre-Recorded or Jimmy Kimmel Memorex.

April 15 2008 at 6:59 PM Report abuse rate up rate down Reply
Grant

Unless it's something different, Jimmy Kimmel has had live commercials for quite some time.

Last nights (replay), Uncle Frank, Guillermo and Beatrice did a commercial for the KFC grilled wrap. Uncle Frank has done ones for Axe Bodywash as well.

April 15 2008 at 6:55 PM Report abuse rate up rate down Reply
Golly

Lets hope his first live commercial is for the Garden Weasel.
I love those things.

April 15 2008 at 5:29 PM Report abuse rate up rate down Reply
driftwood

Colbert always acts like he's endorsing Doritos, but I'm unsure of when the comedy part of that ends and the actual business part of that begins.

April 15 2008 at 4:23 PM Report abuse rate up rate down Reply
1 reply to driftwood's comment
Argus

Its both, He's spoofing doritos while making money for advertising them. Like 30 rock and snapple.

April 15 2008 at 5:15 PM Report abuse rate up rate down Reply
JW

I don't see the problem with that really as long as its fast.

April 15 2008 at 3:52 PM Report abuse rate up rate down Reply
Bob Sassone

But Kimmel's show isn't live. So these will still be taped commercials, it's just that he'll be the one doing them during the show on the set, right?

April 15 2008 at 3:02 PM Report abuse rate up rate down Reply

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