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‘Nitecap’ going down smooth

Two weeks into a four-to-six week test run, ABC’s latenight offering “Nitecap” is making some ratings gains, and according to one of the show’s producers, sales gains as well.

“Nitecap,” hosted by Robin Leach and Rae Dawn Chong, is an hourlong program that mixes interviews, entertainment and a sales pitch to latenight audiences.

The program’s format includes product sales segments from which consumers can order items or receive coupons. ABC and Transactional Media produce the show.

“The shares seem to be pretty good,” said Earl Greenburg, one of the program’s four executive producers. “From the standpoint that it’s being sampled , it’s exciting.”

“Nitecap” is being aired on 52 ABC stations, one of which is a network-owned outlet in Houston. Airtime for the program ranges from immediately following “Nightline” at midnight to the early hours of the morning.

Greenburg declined to discuss how the sales portion of the program was faring citing contractual obligations. What he would say, however, is that repeat product appearances on the program showsignificant strength.

Sales aspects of the program are important because affiliates carrying “Nitecap” participate in revenues generated from those sales. Reportedly, stations collect 5% of the revenue. During the test all of the advertising time within the program is available for affiliate sales. Clients such as Estee Lauder, Seagrams and Burger King are participating in the program.

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