Commentary

'America's-Got-Stern' Protests Benefit NBC's Marketing

by Wayne Friedman , Staff Writer, May 8, 2012

The show isn’t on the air yet. Yet there are protests in anticipation of Howard Stern’s stint as a judge on NBC’s top-rated summer show, “America’s Got Talent.”

If you are an NBC executive, you might say privately, “Thank you!” Marketing-wise, this is a plus for NBC, which has already been touting the show.

One print ad shows other judges Sharon Osbourne and Howie Mandel covering Stern’s mouth. A TV promo shows the judges driving around with prospective talent being sucked onto the car like a magnet as it’s being driven.

One group says Stern is associated with a "decades-long penchant for profanity." Mind you, did Stern offer profanity on other TV appearances he has made -- like on late-night shows and on PBS? Yes, he’s regularly on CBS’ “Late Show with David Letterman,” NBC’s “The Tonight Show with Jay Leno” and even PBS’ “Charlie Rose.”

Did you hear him speak profanely then? Hmm… I’m sure we would have heard about it. Big time. Stern is a smart guy and, more importantly, knows what his TV persona is.

Stern will be tough and direct. But we have seen other judges do the exact same thing, like perhaps one Simon Cowell. It was Cowell who hired Stern to be a judge on “America’s Got Talent,” which he produces.

NBC expects many more viewers due to Stern -- but perhaps not those you mighr expect. NBC says research has shown the show could grow its young women viewers.

One pressure group, the one that would tell you some parents in the U.S. are on their side, is sending warnings that this “family” show – “America’s Got Talent” -- could take a turn for the worse. It warned some 91 companies who have advertised on the show in the past that they’ll be wasting their media dollars.

Protest and boycotting before anything happens? If we could pre-arrest all possible criminals, many people would be happy. The movie “Minority Report” worked for some.

4 comments about "'America's-Got-Stern' Protests Benefit NBC's Marketing ".

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Steve Helsing from Progressive Insurance, May 8, 2012 at 5:33 p.m.
Much ado about nothing. I'm not a Stern fan, but when I attended one of the Austin audition shows, I have to say Stern was the best-spoken of all three judges and obviously took his job responsibility seriously. I think many will be pleasantly surprised.
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Jack a. Silverman from Bolin Marketing, May 8, 2012 at 5:36 p.m.

All I can say is buckle your seat belts America!

Michael Kaplan from Blue Sky Creative, May 8, 2012 at 5:39 p.m.

Stern is an egotistical blow-hard. But that's all part of his, er, charm. I grew tired of his radio show, and absolutely hated his TV show, but every time he's on television, he's the human equivalent of a high-speed chase: you don't really know what he's going to do. Like all boycotts before anyone has seen or heard a word of the programming (from the right AND left), I wish folks would just chill out and wait to see what happens. If Stern is offensive, you won't have to pressure advertisers to yank the show: NBC's conservative corporate bosses will do it for you.

John Grono from GAP Research, May 8, 2012 at 8:09 p.m.

See Steve, that is where you have gone wrong. You actually attended one of the pre-broadcast auditions so were able to make an informed opinion. You should have avoided this so as to be able to rail against Stern and feel justified in demanding a boycott.