Dive Brief:

• The new Colbert Late Show has a demographic set that might be attractive to B2B marketers.
• B2B advertisers have long understood that buying decision makers can be reached through what is usually considered consumer marketing channels.
• Both B2C and B2B brands stand to grab attention from the show; two of Colbert’s initial guests include Tesla Motors CEO Elon Musk and Uber CEO Travis Kalanick.

Dive Insight:

Stephen Colbert is about to put his stamp on late night TV, and some of his early guest choices have B2B marketers eager to sign up for the show. Colbert’s demographics skew toward smart and moneyed.

Rachel Spiegelman, president of creative agency Pitch, told Adweek, “Look for B2B marketers to take an interest in the Late Show. The really smart ones are noticing – guess what, these are still consumers. Just because it's B2B doesn't mean they're not ‘C,’ and they're not home at night watching television.”

In the same article, School CEO Max Lenderman was quoted saying, "If you want to look fresh and you want to seem like you're culturally at the cusp, I think this is a great place for a brand to plan. It's a great opportunity for an established brand to try to reinvent itself with a new campaign."

Adweek reports that CBS says there has been interest from a broader spectrum of advertisers regarding the show from categories including automakers, entertainment companies, restaurants and tech brands. "Smart comedians and smart commentators talk about everything, and, frankly, advertising and marketing are just as much a part of the cultural conversation as politics are, as finance is, as travel is," Spiegelman explained, adding that smart advertisers will jump in and join the conversation.