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Are prime-time advertisers ready for Howard Stern? [video]

May 10, 2012|By Pat Benson

Radio bad boy Howard Stern is joining "America’s Got Talent" on Monday when the successful NBC show kicks off its seventh season.

Entertainment business reporter Joe Flint had an interview with Stern about the show, and Flint talks about it in this video and in a story today.

The Parents Television Council has already warned it will be keeping an eye on Stern and has asked advertisers to do so too, Flint writes.

But media buyers say it's unlikely the show's sponsors will bail.

"Advertisers could be skittish right now just because it’s Howard Stern, but two or three weeks into this when they see he can be entertaining in a safe way, I think there will be no worries," Andy Donchin, an executive vice president with Carat, whose clients include Home Depot and Outback Steakhouse, told Flint.

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