From Brand Journalism to Branded Entertainment

Tonight’s "Late Night With Seth Meyers” show will feature an extra comedy sketch paid for by American Express in a slot where traditional TV ads would have appeared as part of an experiment involving branded entertainment.

Tonight’s "Late Night With Seth Meyers” show will feature an extra comedy sketch paid for by American Express in a slot where traditional TV ads would have appeared as part of an experiment involving branded entertainment.

First came brand journalism. Now we have branded entertainment. 

Tonight’s “Late Night with Seth Meyers” show will feature an extra sketch sponsored by American Express. Other shows such as “The Voice,” “Blindspot” and “Today” have slipped sponsored content into slots normally occupied by traditional advertising.

Branded entertainment, in the form of comedy sketches, extra interviews or extended segments, reduces the amount of advertising while still making the cash register ring. It is a response to more viewers moving to services such as Hulu that offer content without advertising breaks. TV networks are banking that fewer advertising slots will fetch higher prices and different kinds of slots will appeal to gold-star advertisers like American Express.

The notion of branded entertainment is as old as radio and television. Way back when, individual sponsors were associated with shows. The Jack Benny Show was originally called “The Lucky Strike Program.” Ed Sullivan’s Sunday evening variety show was primarily sponsored by the Lincoln-Mercury Division of the Ford Motor Company. 

Native advertising, where the ads look and feel like the content or medium they appear with, has been gaining in popularity. But it is still advertising, which some readers and viewers want to avoid. Branded entertainment, which involves sponsorships, is an attractive alternative.

National Public Radio has a form of branded news and entertainment, with sponsors that receive Twitter-size acknowledgements. Weather and traffic reports on radio and TV are another common form of branded content.

According to The New York Times, American Express approached NBC last December about its branded entertainment idea, which it will use to promote one of its credit cards. An American Express spokesman called the partnership with NBC an opportunity “to create a different kind of paradigm” for TV advertising in an increasingly segmented market. 

If the experiment works, expect to see it replicated on more than TV shows as well as promoted on popular online news sites. NBC invested $200 million in BuzzFeed, which “will produce online posts related to sponsored programming,” the New York Times reported.