Madison Avenue is in the early stages of making a U-turn for Samantha Bee’s “Full Frontal.”
Ever since the comedienne sparked controversy by using a vulgar epithet to refer to Ivanka Trump during her May 30 broadcast, most advertisers have avoided the weekly TBS series. For two weeks, the network’s parent company, Turner, has filled commercial breaks with promos for its various original series like “Claws” and “Animal Kingdom,” and a smattering of movie trailers and 30-second spots from Sony’s PlayStation. On Wednesday night, however, the show was accompanied by more national commercials than it has been in the last to weeks.
National advertisers included ETrade, PlayStation, Progressive Insurance, Kia, Wonderful Pistachios, and Universal Pictures’ “Skyscraper” and “The First Purge” movies. That marks a 50% increase in national ads compared to each of the show’s past two weeks.
To be sure, the program continues to suffer from an advertiser defection. In its first 17 broadcasts this season, “Full Frontal” carried an average of six minutes and 46 seconds of commercial time, according to Kantar Media, a WPP unit that tracks ad spending. In each of the past two weeks, the show has carried under two minutes of national ads. The average cost of a 30-second spot on the program in 2018 is $13,747, according to Standard Media Index.
The network is seeing better traction for “Full Frontal” among advertisers in mid and late July, according to a person familiar with the matter. The next original broadcast of the show will air July 18th, TBS said Wednesday night.