CNN’s top executives make no secret of their high hopes for Piers Morgan, whose new interview show debuts Monday. Piers Morgan Tonight takes the place of Larry King Live, and has marching orders to take King’s flat ratings and grow them–fast. But so far, according to a report by Ad Age reporter Brian Steinberg, advertisers haven’t been convinced Morgan will bring improved ratings–paying the same for ad spots during the highly promoted premiere week as advertisers paid for Larry King Live:
“Some new TV shows secure higher-than-usual rates during their premiere weeks, particularly because of the amount of promotion put behind the property by the network,” writes Steinberg. But for Piers Morgan Tonight, sources report no bump:
One of these executives detected “no discernible difference in rates between Larry King and Piers Morgan.”
A spokesperson for CNN tells Ad Age the show–with a massive promotional push–has attracted solid advertiser interest, with major national advertisers including auto makers, insurance companies and financial services companies signing on for the first week.
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