Turner Broadcasting is trying to sell "Conan" with a new pitch, reports Brian Steinberg in Advertising Age. That approach is "forget the TV ratings, look at his online popularity," Steinberg writes.

It’s the natural response to the weakened ratings and resulting "make-goods" that have surrounded TBS’s "Conan," the story says, but it’s unclear whether advertisers will buy into the new approach.

Turner is arguing that "Conan" reaches 20 million people between 18 and 49, when one looks at its combined online and TV audience, the story says. Nevertheless, the show has settled into an average audience of 769,000 in the 18-49 category, the article adds.

"TV is only a fraction of it," notes Turner Entertainment ad sales executive Linda Yaccarino.