Our Work
Entertainment Tonight, CBS Paramount Domestic Television
Client Objective
This challenge was to generate interest and increase ratings for CBS Paramount's nationally syndicated entertainment news program, Entertainment Tonight (ET), among a younger demographic. ET, a popular, long-running show that reports daily on celebrities, show business, and Hollywood happenings, was a ratings hit with adults 35+, but was less successful in reaching younger adults.
Mediaspot Solution
As part of the media campaign, Mediaspot uniquely integrated ET into the program content of top-rated, younger skewing radio stations.
Entertainment Tonight - KIIS-FM
Broadcast Segment Example
• Broadcast Segment Creation
Mediaspot created a broadcast segment that airs on KIIS-FM, LA's top morning radio show. Morning radio host Rick Dees and ET co-anchor Mary Hart discussed recent entertainment news and previewed show content. The ET segment now includes the internationally renowned radio talent and host of American Idol, Ryan Seacrest, and ET co-anchor Mark Steines.
Results
The successful radio broadcast segment has helped impede the ratings erosion among the younger adult demographic and has consistently aired on KIIS-FM for 10+ years.