Curiosity drove viewers to the new Late Late, good guests are the only way to keep them
It’s been estimated that spot advertising on the Friday night chatshow brings in €3.5-€4.7 million a year, not counting the Toy Show which is thought to add more than €1 million, plus the various sponsorship deals and revenue from competition phone-ins.
And that’s the thing – the first show which arrived trailing more than whiff of controversy and helped by the RTÉ press department’s well-managed publicity blitz for its new host was always going to attract a massive audience. Even before the season began, Christina Duff, managing director of Core Investment, part of marketing group Core, commented that the guest list is “arguably, the most important factor for viewing figures”.
“It will be the next few weeks where we will see whether initial attention and interest will hold,” says Lawn, “and therefore how actively brands will seek opportunities to reach audiences on the platform.” Though RTÉ must feel they chose the right man in Kielty for the annual cash-cow jamboree given his performance chops, his polished easy style and good humour. And if anyone has any doubts about his ease with child guests and the giddy sense of fun he can create out of very little, listen back to his Saturday morning show on BBC Radio 5 where two of the highlights this week were charming and funny phone-in quizzes with young children.
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