How YouTube built Jimmy Kimmel’s TV audience: insights to be shared at BE Festival
A presentation at next month’s Festival of Branded Content and Entertainment will share insights from YouTube’s work with US talk shows in building audience and ratings through social media integration.
During a time when other late night talk show hosts ratings declined, ABC (US) show Jimmy Kimmel Live’s ratings grew, an increase attributed to the show’s integration with social media platforms like YouTube.
Google has been working with a number of late night hosts including Conan O’Brien, Jimmy Fallon, Chelsea Lately and Kris Jenner, amongst others. Felicity McVay, Google’s head of content partnerships will share examples and best practices on how these shows are leveraging social media and trends to grow an audience online and on-air.
The session will set out what any brand can learn from these examples and how these insights can be applied to any form of media, from radio to TV.
Jimmy Kimmel was today revealed to be behind a recent viral hit “Twerking Fail”, a hoax video which achieved 9m YouTube views and multiple pieces of news media coverage. Kimmel claims the piece spread organically, without additional advertising or promotion.
The festival – consisting of a networking afternoon, conference and awards ceremony, is organised by Mumbrella’s parent company Focal Attractions.
Tickets to the Festival – and the programme – are available via this link.
Marketers are eligible for free places at the Festival networking forum on October 2. Those interested should contact Denise Jinks
Festival sessions announced so far include:
- Daft Punk, Rolling Stone and Coca-Cola to get real
- Facebook to talk TV for brands
- Steve Coll on TV as a supporting medium
- Intel to share the branded content creative process
- Musician Ricki-Lee to talk collaborating with brands
- Dove Real Beauty Sketches and Dumb Ways to Die: the story behind two of the world’s most successful pieces of brand-funded viral content
