Special to the Trice Edney News Wire from Target Market News
(Trice Edney Wire) “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).