So NPR's Marketplace is reporting that Jay Leno may do live ads on his new 10:00 show next season. Rico Gagliano waxed nostalgic for the days when Johnny Carson used to plug products in the middle of the show. Apparently NBC, in desperation, is weighing having Leno do the same thing. The theory is that TiVo and DVR users will stop zapping through the commercials once they see Leno's face. Kenneth Wilbur, a professor of marketing (Isn't that an oxymoron?) at USC, points out that NBC's audience is "more tech-savvy," and has higher rates of DVR usage.
So, do they think all these tech-savvy users can't tell a plug from a monologue? Or that they'll appreciate being tricked into watching these ads? "Hey, I stopped zapping for this? Guess I'd better buy it!"
That's like "Gee, these Viagra sellers have really filled up my email box. I'd better get some."
Or "This movie was plastered over the whole side of a bus. It must be good!"
Or my personal favorite: "These Verizon ads are 6 decibels louder than everything else. I'd better subscribe. (I can hear them now!)"
How stupid do they think we are?