The host of CBS’s “The Late Show with Stephen Colbert” will be putting in some extra time on camera tonight thanks to a deal between the network and Google that will cut back on commercial time.
In an exclusive, Variety reports: “Google will advertise the fact that it is sponsoring a program segment during which commercials normally run, marking the first ‘Late Show’ takeover of a regularly scheduled advertising break.”
The report quotes Jo Ann Ross, president and chief advertising revenue officer at CBS Corp., saying: “The entry into ad pod takeovers featuring sponsored original content with ‘The Late Show’ is just the beginning. We will continue to work with the show, and across all of our dayparts, to innovate and expand on what we offer our advertisers.”
Variety adds: “Colbert will introduce viewers of the sponsored segment to ‘More Show Presented by: Google’s Nest Hello video doorbell,’ a nod to the search-engine giant’s connected-home unit.”
The report notes that CBS has been using its late-night programming to try out new advertising approaches for several years.