Late-night was a bright spot in this summer’s otherwise lackluster broadcast upfront market, where ad buyers struck deals for commercial time in the upcoming TV season.

For many years an afterthought during the prime-time-centric upfronts, the new regime in late-night hosts has lately heated demand from advertisers.

“Usually in negotiations the conversation is around prime and then all the other dayparts lumped together, but late-night was a bigger part of the conversations,” one media buyer said.

Late-night was a bright spot in this summer’s otherwise lackluster broadcast upfront market, where ad buyers struck deals for commercial time in the upcoming TV season.

For many years an afterthought during the prime-time-centric upfronts, the new regime in late-night hosts has lately heated demand from advertisers.

“Usually in negotiations the conversation is around prime and then all the other dayparts lumped together, but late-night was a bigger part of the conversations,” one media buyer said.

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Source: AdAge