Holy smokes folks - what the hell is happening to NBC? This is the network my family grew up watching no matter what was on. To this day, even though I can't stand it, I still have The Today Show on in the background over Good Morning America and whatever the heck the CBS show is called because my parents wouldn't have it any other way.
It's certainly no secret that cable and the internet have successfully segmented the broadcast television audience. But realize just what's happened here. From the first time that it was "Howdy Doody Time" screamed out in black and white - until Kristin shot JR in full color, the three broadcast networks accounted for 90% of all the prime-time television watched by Americans. Basically, everybody watched, enjoyed, hated and talked about the same news and entertainment. And, nowhere was this more prevalent than NBC. For almost 20 years in the 80's and 90's, this was the TV that we talked about. It was "Must-See TV" with shows like Friends, Hill Street Blues, The Cosby Show, Cheers, L.A. Law, Frasier, Seinfeld, ER and on and on.
And of course, the gold standard of brand-loyal television programming excellence was The Tonight Show. It was the show millions of Americans watched between their feet as they drifted off to sleep. In 1965 - Johnny Carson reached an average of 8.7 million nightly viewers (or about 16% of the audience of the day). In contrast, Jay Leno's average for The Tonight Show was 5.7 million viewers (or about 6% of the audience). In the 1950's 30% of Americans watching television, watched the peacock. Today - it's less than 5%.
So, no matter which side of the fight you're on - I think there are valuable lessons we can learn from NBC on how to not completely screw up our marketing process:
1. Develop Your Creative - And Build Something Unusual
One of the rarely told stories about The Tonight Show is that when Jack Parr left in 1962 - Johnny Carson didn't take over right away. Jack Parr had recommended Johnny, and NBC wanted him badly. But Johnny was on the ABC show "Who Do You Trust?" and ABC wasn't really interested in letting him out of his contract early. NBC Waited. They worked The Tonight Show for six months with guest hosts - all while building anticipation for "something special". By the time Carson took the stage, the audience was geared up for him - and the show was a hit.
So too do we need to be patient - and work on building something unusual and special. This sometimes means that we'll have to wait out the stormy weather and mediocre results to get there. We need to realize that ROI in the first month of a tactic doesn't *necessarily* mean that it's a failure and we should quit it. Let's build our process to be data and measurement focused to be sure - but let's use that insight to build something remarkeable - not something just mediocre that provides a fast and incremental ROI.
2. Fundamental Changes Shouldn't Be Incremental
Conan O'Brien's Tonight Show was handicapped before it ever got out of the gate. One of the keys to The Tonight Show's success (especially for affiliates) is the lead-in programming for the local news. When Jay Leno's Tonight Show launched in 1992 - the lead in shows, Monday - Friday were: NBC Monday Night At The Movies, Dateline, Law & Order, LA Law and I'll Fly Away. Like it or not - it was a diverse set of programming, created strategically and creatively. When Conan's show took over the Tonight Show, NBC had The Jay Leno Show on 5 days a week as a no-brainer, low-cost alternative. Was it any wonder that people weren't necessarily in the mood for a light comedy and interview program after having just watched one.
If you're going to make a fundamental shift in your marketing programs - don't handicap yourself by making an incremental or easy decision out of fear. That's the surest way to make a middle-of-the-road decision and leave your differentiation on the table. I've had so many discussions with clients that are afraid to make a big shift in messaging, or a shift in tactics because something is "kind of working". Notwithstanding the first lesson above - if you make the decision to make a change - make it boldly and without fear.
3. Internet Killed The Mass Media Effect
Maybe one of the most fundamental lessons we can learn from what's going on at NBC is that in today's world - it's not about "breaking" media any longer. It used to be that we marketers fought much harder to get coverage on broadcast television, or radio airplay, or newspaper coverage. The fact is, fewer people are paying attention to mass media than ever before.
Your CEO might come into your office and pat you on the back for getting your product reviewed in the print edition of The New York Times. But guess what? Today's New York Times print story is tomorrow's moving box padding. And once it's there - what will your customers really learn about your product? Personally, I'd much rather have a product review on Yelp or something similar that will last forever in a Google Search.
Today's audience is scattered. They consume media in small chunks. And, linear time is no longer a factor. How do you strike up an engagement with these consumers. How do you engage them so that they begin to coalesce around your ideas, your businesss' passion and of course your product. You've got to do direct to your consumers. Get on their level. Understand their needs. And make it permanent.
Wrapping Up....
It's time for us to get back to simple, creative and remarkeable ideas.
One of the great "product development" people in television was Sylvester "Pat" Weaver. He created both The Tonight Show and The Today Show and has been credited with reshaping broadcasting's format and philosophy. Last night on Saturday Night Live, Sigourney Weaver, the actress and Pat's daughter read a memo from her father discussing the creation of The Tonight Show, and referencing NBC's controversy. She said "My father wrote that The Tonight Show should be a light entertainment program with comedy and interviews to air at night before people drift off to sleep — because the last thing anyone wants at that time of night is any conflict or controversy.' Dad was a visionary.
Yes he was.