They should make over his show, too...
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LOS ANGELES (AdAge.com) -- Major marketers are ogling placement deals on the breakout hit **** Eye for the Straight Guy even as NBC plots an Aug. 14 special in which
Jay Leno will get the next makeover.
Highest-ever rating
Audience numbers for the July 29 **** Eye, in its fourth airing on Bravo, shot up 62% from the prior week, according to Nielsen Media Research, earning the cable network its highest-ever rating. "This is the breakout show of the summer on any network, cable or broadcast," crowed Jeff Zucker, president-NBC Entertainment. "It's out of control right now."
The **** Eye premise: One straight man agrees to have his lifestyle, hair, clothing and accessories made over by five gay men dubbed the Fab Five. All are experts in different areas -- grooming, food and wine, fashion, culture and interior design.
Jay Leno makeover
On July 24 Bravo parent NBC aired a **** Eye special that compressed the hourlong cable show into a 30-minute-long program. Mr. Zucker said NBC plans one more **** Eye special, and it will feature the boys from the show making over the Tonight Show host, AdAge.com has learned.
The makeover monster hit was originally launched with small product-placement deals -- Diesel jeans, Redken hair products, Wilson Leather, along with small salons and restaurants that don't normally advertise on TV. Now, said Vivi Zigler, senior vice president of marketing and advertising for the series, more mainstream consumer marketing companies are looking for tie-ins.
'Anointing' brands
"Yes, I have clients that want to get in on the show," said Rich Yaffa, president of the Leverage Group, a division of Mediaedge:cia. "You have experts on the show who are recommending products. These experts are anointing brands." But, he added, "how this will drive sales is another question."
"When Bravo first brought it out I know that a lot of clients wanted in," said Laura Caraccioli-Davis, vice president and director at Starcom Entertainment. "Lots of marketers with products in interior decorating, makeover and clothing showed interest." She added, "It's the perfect vehicle for retailers."
Indeed, Ms. Zigler said retailers "are interested in having a **** Eye presence in their stores," although she wouldn't disclose specific names. "We are sifting through those inquiries."
http://www.adage.com/news.cms?newsId=38444
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LOS ANGELES (AdAge.com) -- Major marketers are ogling placement deals on the breakout hit **** Eye for the Straight Guy even as NBC plots an Aug. 14 special in which
Jay Leno will get the next makeover.
Highest-ever rating
Audience numbers for the July 29 **** Eye, in its fourth airing on Bravo, shot up 62% from the prior week, according to Nielsen Media Research, earning the cable network its highest-ever rating. "This is the breakout show of the summer on any network, cable or broadcast," crowed Jeff Zucker, president-NBC Entertainment. "It's out of control right now."
The **** Eye premise: One straight man agrees to have his lifestyle, hair, clothing and accessories made over by five gay men dubbed the Fab Five. All are experts in different areas -- grooming, food and wine, fashion, culture and interior design.
Jay Leno makeover
On July 24 Bravo parent NBC aired a **** Eye special that compressed the hourlong cable show into a 30-minute-long program. Mr. Zucker said NBC plans one more **** Eye special, and it will feature the boys from the show making over the Tonight Show host, AdAge.com has learned.
The makeover monster hit was originally launched with small product-placement deals -- Diesel jeans, Redken hair products, Wilson Leather, along with small salons and restaurants that don't normally advertise on TV. Now, said Vivi Zigler, senior vice president of marketing and advertising for the series, more mainstream consumer marketing companies are looking for tie-ins.
'Anointing' brands
"Yes, I have clients that want to get in on the show," said Rich Yaffa, president of the Leverage Group, a division of Mediaedge:cia. "You have experts on the show who are recommending products. These experts are anointing brands." But, he added, "how this will drive sales is another question."
"When Bravo first brought it out I know that a lot of clients wanted in," said Laura Caraccioli-Davis, vice president and director at Starcom Entertainment. "Lots of marketers with products in interior decorating, makeover and clothing showed interest." She added, "It's the perfect vehicle for retailers."
Indeed, Ms. Zigler said retailers "are interested in having a **** Eye presence in their stores," although she wouldn't disclose specific names. "We are sifting through those inquiries."
http://www.adage.com/news.cms?newsId=38444