Branding to your Audience

I think Conan O’Brien is funny.

As most know he is more than likely being dumped from the Tonight Show sometime in the coming weeks.  In reading the demographic ratings for his show, I see that his median viewer age is 45 and he wins the 18-34 demo, while David  Letterman’s median viewer age is 57. I do not think it is by accident. O’Brien speaks to the younger set quite well.

Case in point? This week O’Brien’s team has been placing this ad on Craigslist (beware it is being taken off at times, and is off and on):

It says:

4 SALE: BARELY-USED LATE NIGHT TALK SHOW – MAKE ME AN OFFER!!! (UNIVERSAL STUDIOS)

Information for potential buyers:

- Measures 100′ x 100′ x 32′ — plenty of room for a futon!

- Designed for 11:35 but can be easily moved

- Band can be sold separately

- Buyer must honor Barry Manilow booking next Thursday

MAKE ME YOUR BEST OFFER! (Also willing to trade for Coldplay tickets.)

Posting on the skewed young Craigslist, making fun of himself and the multi-million dollar corporate jungle of late night tv at the same time. “Willing to trade for Coldplay tickets.” Brilliant marketing, in my opinion, and it will be a huge reason why his viewers will follow him where ever he goes next.

It is well known that the demo’s for racing are skewed towards the over 55 set. I think we speak to them fairly well. But we don’t do a very good job speaking to people under the age of 50.

Maybe we should hire Team O’Brien as marketing guru’s. They clearly know what they are doing.

Hat tip to Gawker.com.