CBS ’60 Minutes’ Episode Guide (Oct. 23): Adults Making Big Money on Social Media; NFL Investment Failure

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CBS ’60 Minutes’ Episode Guide (Oct. 23): Adults Making Big Money on Social Media; NFL Investment Failure

“60 Minutes” (10/23/16) – Imagine shooting goofy videos with your friends, posting them online and getting paid six figures. That’s exactly what many twentysomethings with large social media followings are doing.

They’re called social media influencers, and they’ve become a new force in advertising. Bill Whitaker reports on this new advertising phenomenon on the next edition of “60 Minutes,” Sunday, Oct. 23 (7:30-8:30 PM, ET; 7:00-8:00 PM, PT) on the CBS Television Network.

Key to this trend is the fact the influencers attract increasingly-hard-to-reach young audiences. Most influencers offer some kind of performance in their videos, usually slapstick humor, singing or dancing, to attract millions of young followers on social platforms like Instagram, Facebook and Snapchat. Advertisers pay the influencers for momentary placement of their products in these videos. One of the highest paid influencers on social media is Kim Kardashian West, who has made millions of dollars for wearing or using products in pictures and videos, seen by many of her 160 million total online followers.

In an interview conducted before she was robbed in Paris earlier this month, she spoke with Bill Whitaker about how social media made her rich. “I totally attribute my career to social media.” Asked by Whitaker what talent she has that attracts so many eyeballs online, she said, “It is a talent to have a brand that’s really successful off of getting people to like you for [being] you,” says Kardashian. She acknowledges having a net worth of over $100 million and says with a laugh, “So I would think that has to involve some kind of talent, you know?”

Many influencers don’t have the fame that Kim Kardashian has but still have huge followings. One of them is Logan Paul. He’s made the cover of Adweek for attracting millions of followers to his sophomoric videos – and for attracting brands that pay him to reach those followers. “60 Minutes” followed him one day as he made a funny video at a Dunkin’ Donuts store. He got almost $200,000 for one day’s work.

Paul says he’s worth every penny advertisers pay him – and more. Anyone on the Internet with followings like his, says Paul, is a bargain for advertisers. “It’s so new, no one really knows what they’re worth.”

Whitaker speaks with Gary Vaynerchuck, who runs a digital media company that connects brands with influencers. Whitaker also talks to other influencers, such as Amanda Cerny, a model-turned-comedienne with 20 million followers; Zack King, a “digital magician” with about 25 million; and Andrew Bachelor, who has more than 37 million followers, half of whom watch his six-second Vine videos. KingBach, as he is known, is one of the most successful influencers. “I can retire if I wanted to,” the 28-year-old said.

Then, later in the “60 Minutes” broadcast, Jeff Rubin says he wishes he never set foot in Alabama. That’s where a risky investment he made went bust, losing several NFL players a total of $43 million. The disgraced financial advisor gives his first interview to “60 Minutes” about a debacle that became the largest financial loss ever for NFL players at the hands of one investment advisor. Armen Keteyian speaks to Rubin and some of the NFL players caught up in his bad deal on “60 Minutes,” Sunday, Oct. 23 (7:30-8:30 PM, ET; 7:00-8:00 PM, PT) on the CBS Television Network.

Rubin convinced his clients to invest in an entertainment and gambling development called Country Crossing that featured electronic bingo machines. Electronic bingo was later deemed illegal by Alabama Governor Bob Riley. Country Crossing was raided shortly after it opened. Given the NFL’s abhorrence of gambling, how could he get his players involved in the deal? He says, “If I can go back in time, I wish I’d never set foot in Alabama.”

After he put his players in the Country Crossing deal, a document outlining the risks to investors included a line that specifically pointed out that electronic bingo machines could be deemed illegal in Alabama. Rubin says he doesn’t know if his players received this document. “Is that negligent?” asks Keteyian. “I don’t know…I’m not really sure…I don’t know the answer to that question…Looking at it now, it’s awful, okay? I put my trust in a lot of attorneys, just like the players put their trust in me.”

Rubin was registered by the NFL Players Association in its financial advisors program. Asked by Keteyian if anyone from the NFLPA had contacted him about the investment, he replies, “They did nothing. And not one time did we get a call, an email, a fax, a telegram, a helium balloon. We got nothing from the NFLPA in regards to this project.”

The NFLPA declined to offer anyone to speak about its financial advisors program.

Keteyian talks to former all-pro running back Fred Taylor and Washington Redskins tight end Vernon Davis, both of whom lost money in Country Crossing. What would Rubin say to these men now? “I’m sorry this happened. It’s been a disaster…that was my life.”

“60 Minutes,” the most successful television broadcast in history, began its 47th season in September 2016. Offering hard-hitting investigative reports, interviews, feature segments and profiles of people in the news, the broadcast begun in 1968 is still a hit in 2015, making Nielsen’s Top 10 list nine consecutive weeks in the fall of 2014.

Over the 2013-2014 season, “60 Minutes” continued its dominance as the number-one news program, drawing an average of 12.2 million viewers per week – almost twice the audience of its nearest network news magazine competitor and three million viewers ahead of the most-watched daily network evening news broadcast. The average audience for a “60 Minutes” broadcast still dwarfs the biggest audiences drawn by cable news programs.

Anderson Cooper, Steve Kroft, Sanjay Gupta; Lara Logan, Scott Pelley, Morley Safer, Lesley Stahl and Bill Whitaker all serve as correspondents and contributing correspondents.

LAST WEEK’S TOP 10 BROADCAST SERIES

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Source: Nielsen Media Research // 11/27/17 - 12/03/17
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