Late night has never been hotter, as advertisers’ recent rush to the daypart proves.

According to Variety, networks are seeking rate hikes of 6.5 to 15% for advertisers who want to appear in such shows as NBC’s The Tonight Show starring Jimmy Fallon, ABC’s Jimmy Kimmel Live and CBS’ The Late Late Show with James Corden. Coming in September are Stephen Colbert to CBS’ Late Show and Trevor Noah to Comedy Central’s The Daily Show. And cable offers other late-night bulwarks, including TBS’ Conan and Cartoon Network’s Adult Swim block.

Adding heat to late night is the genre’s sheer volume of viral social activity. Colbert is already making a huge social splash and his show hasn’t even premiered, while Corden hit the ground running with a fun piece featuring Tom Hanks that has racked up more than 13 million views.

Corden has kept the momentum going with skits such as “Carpool Karaoke.” The video below with Iggy Azalea has more than 5.5 million views.

Both Fallon and Kimmel have mastered the genre, with skits from those shows routinely finding as many as 30 million viewers.

Advertisers want to be a part of it and with primetime proving tougher than ever, the networks are taking advantage of that interest.

According to Variety, CBS is looking to hike up CPMs (cost per thousand viewers for an advertisement) from 6.5% to 8%, while NBC is looking for rate hikes of 10% to as high as 15% for Fallon.

Even with those increases, late night is still far less expensive than primetime, with spots in that daypart costing from $25,000 to $45,000. Comparatively, spots on top-rated primetime shows such as CBS’ The Big Bang Theory cost as much as $322,891, according to Variety, while spots in ABC’s Scandal run more than $200,000.

Read more: Variety

Brief Take: The health of late-night is good indicator of the continued strength of television as an advertising platform in general.

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