MediaPost surveyed 129 advertising and marketing executives about NBC's recent late-night travails. The response was intensely negative against Peacock executives.
Asked who was most responsible for the
talk-show debacle, which saw the network publicly humiliated by [Conan] O'Brien
and gleefully ripped by competitors, 94% of respondents to the Round2
survey blamed NBC's management, compared to about 5% for [Jay] Leno and 1%
for O'Brien ... 58% of the MediaLife poll respondents
agreed on one point: "It was a spectacle like I've never seen before,
proving just how poorly managed the company is. They should have never
allowed O'Brien and Leno to let it play out like that on television."
Okay, but that second bit was just a tad leading of a question, don't you think?
Also, respondents thought NBC made the wrong decision by keeping Jay Leno, despite the network's executives saying they expected to lose money on O'Brien hosting "The Tonight Show."
A majority of respondents also said they
thought NBC made the wrong decision: 47% would have kept O'Brien,
versus 41% for Leno. Twelve percent said NBC should have kept both, if
possible, by backing down after O'Brien voiced his objection ... Moreover, 44% of respondents said they
believe the controversy will hurt NBC's late-night advertising,
compared to 37% who believed it would have no effect. Nineteen percent
said they thought the controversy would actually help, as in "any
publicity is good publicity."
More from this study here.