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James Corden May Be On The Verge Of A Billion-Dollar Cash Cow For CBS

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James Corden May Be On The Verge Of A Billion-Dollar Cash Cow For CBS

CBS Corporation (NYSE: CBS) is sitting on a massive cash cow, as James Corden's “Carpool Karaoke” videos continue to “break the Internet.”

Corden is the host of the “Late Late Show With James Corden” and achieved stardom as one of his videos became the most-watched late-night YouTube video of all time. “Carpool Karaoke with Adele” attracted more than 70 million views, and features Corden driving around in England with the iconic singer.

Corden's popular “Carpool” segments have also featured Justin Bieber (59.6 million views), One Direction (41 million views) and Iggy Azalea (24.8 million views).

Related Link: The CW Reveals Spring Lineup; Adds "Containment" And "Reign" To Roster

According to Ad Week, Corden's popularity and success in digital surpasses those of Jimmy Fallon and Jimmy Kimmel. In fact, the publication noted that building a “healthy” digital presence was a “big part” of CBS's plan from the beginning, especially as U.S. viewers were unfamiliar with the UK-born host who was best known for his work on BBC's “Gavin & Stacey” sitcom.

CBS could cash in on the popularity of Corden's “Karaoke” segment through sponsorship and other partnerships, Ad Week suggested. According to Steve Kalb, a director of video investments at Mediahub, CBS can attract sponsors to the segment as advertisers “have a chance to be part of something that is growing in pop culture.”

The show is ready and willing to partner with a brand. “It's a very sponsorable bit, in that we have to take exteriors of the car in order to edit the piece,” said executive producer Rob Crabbe.

Image Credit: By Tom Oldham [CC BY 3.0], via Wikimedia Commons

 

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