Stephen Colbert cost CBS up to $50 million a year pushing woke comedy, while Sydney Sweeney casually sent American Eagle’s stock soaring 10%, adding $200 million in value just by showing up in denim.
The world of entertainment, particularly television and advertising, is a high-stakes battleground where every move can cost or earn millions. In the ever-shifting landscape of audience preferences, celebrities have become not only cultural icons but financial powerhouses capable of influencing entire industries. Two prime examples of this influence come from very different corners of the entertainment world: Stephen Colbert’s late-night comedy show and Sydney Sweeney’s effortless brand alignment with American Eagle. While Colbert’s push for what critics call “woke comedy” has cost CBS millions, Sydney Sweeney’s simple appearance in American Eagle denim has propelled the retailer’s stock to new heights, adding $200 million in value.
Stephen Colbert’s Woke Comedy and CBS’s $50 Million Loss
Stephen Colbert, the host of The Late Show with Stephen Colbert, has long been one of the most influential figures in late-night television. After taking over The Colbert Report and later shifting to The Late Show, Colbert became an icon for political humor, particularly during the Trump era. His biting political commentary and sharp humor allowed him to dominate the late-night landscape and provide a platform for liberal voices. But in recent years, Colbert’s approach has shifted. As he increasingly leaned into what some have called “woke comedy,” his ratings, though still respectable, began to plateau.
Colbert’s shift toward overtly political satire didn’t go unnoticed by his audience, with many pointing out that the tone of his comedy had become increasingly polarized. His vocal criticism of President Donald Trump and other conservative figures, while applauded by his core base, alienated a significant portion of his audience, particularly those who leaned more centrist or conservative. This shift towards what some might call “woke culture” alienated viewers who felt as though Colbert was no longer providing the lighthearted, non-partisan comedy that had initially made him a household name.
Reports indicate that this shift in content style has cost CBS up to $50 million a year. While ratings during the political highs of the Trump administration provided a temporary bump, they began to level off as the network failed to recapture a broader audience. The decision to allow Colbert’s increasingly partisan approach to take center stage was a financial gamble for CBS. Advertisers, who rely on mass-market appeal, grew wary of associating their products with a show that seemed to appeal to one specific political faction, leaving CBS with a dilemma.
The ratings cost was compounded by a falloff in viewership from non-liberal demographics. With late-night television a fiercely competitive space, any drop in viewership translates directly to lost ad revenue. Colbert’s show, once a late-night juggernaut, has faced stiff competition from newer, less politically divisive voices. CBS’s decision to double down on Colbert’s brand of political humor, particularly as it became more divisive, ultimately hurt the network’s bottom line.
While Colbert remains a valuable asset to CBS in many ways, his increasing focus on divisive political comedy has strained the network’s ability to maintain a broader, more commercially viable audience. This has led to a significant financial loss that many argue could have been avoided with a shift in content or tone. In the cutthroat world of broadcast television, a steady decline in advertising revenue and viewership could mean long-term damage, making Colbert’s brand of “woke” comedy a costly investment for CBS.
Sydney Sweeney: A Denim Moment Worth $200 Million
While Colbert’s politically charged approach to comedy may have backfired, another celebrity is proving that subtlety and relatability can lead to explosive financial success. Sydney Sweeney, best known for her role in Euphoria
Sweeney’s impact on American Eagle is a textbook example of how celebrity endorsements can lead to substantial financial gains. In the world of fashion and retail, brand alignment is crucial, and Sweeney’s casual style made her the perfect fit for American Eagle, a brand known for its inclusive and accessible image. When Sweeney posted an Instagram photo featuring the retailer’s denim, the results were immediate and overwhelming. American Eagle’s stock jumped by 10% almost overnight, creating a meme-driven rally that generated hundreds of millions in value.
What makes this moment particularly fascinating is the simplicity of it. Unlike Colbert’s politically charged approach, which alienated many, Sweeney’s endorsement of American Eagle’s denim was pure and simple—there was no agenda, no controversy, just a popular actress wearing a brand that resonated with her fans. The result? A massive financial win for American Eagle.
This type of effortless brand synergy is precisely what many companies are trying to achieve with celebrity endorsements. Sweeney’s appeal lies not just in her acting ability but also in her relatable image and authenticity. Her partnership with American Eagle was based on the shared values of inclusivity and authenticity—something that Sweeney embodies in both her professional and personal life.
American Eagle’s stock surge represents a broader trend in celebrity-driven marketing. As the retail industry continues to face challenges—slowing sales, inflationary pressures, and shifting consumer preferences—the power of a celebrity endorsement has never been more apparent. While the controversy surrounding woke advertising may have hurt companies like Bud Light and Jaguar, the American Eagle-Sweeney partnership showcases the financial potential of staying away from divisive politics and focusing on what resonates with everyday consumers.
The Power of Celebrity Influence in Modern Marketing
What this contrast between Colbert and Sweeney illustrates is the tremendous influence that celebrities wield in shaping the financial fortunes of the companies they align with. Colbert’s approach to comedy, with its sharp political edge, has proven to be divisive, while Sweeney’s endorsement of a popular, accessible brand has resulted in a clear and immediate financial benefit.
In today’s marketplace, authenticity and relatability appear to be far more valuable than pushing a particular political or ideological agenda. Celebrities like Sweeney, who embody these qualities, can move markets with a single post, while figures like Colbert, who have chosen to inject their content with overt political messages, face significant financial consequences. As companies navigate the increasingly complex world of celebrity endorsements, they must consider how their messaging aligns with broader cultural trends—and whether that alignment will lead to profit or alienation.
Conclusion: The Changing Landscape of Celebrity Influence
The contrasting paths of Stephen Colbert and Sydney Sweeney underscore the shifting dynamics of celebrity influence in modern marketing. Where Colbert’s politically driven comedy has cost CBS millions, Sweeney’s uncontroversial, relatable endorsement has added hundreds of millions to American Eagle’s market value. It’s a striking reminder that, in the world of celebrity influence, subtlety and authenticity often yield greater rewards than pushing divisive political agendas. For CBS, the lesson may be clear: the power of celebrity is best harnessed when it speaks to a broad audience—something that Colbert’s increasingly partisan approach has failed to do, while Sweeney’s casual appearance in denim continues to deliver big results.
