Stephen Colbert’s Costly Comedy vs. Sydney Sweeney’s Profitable Simplicity

Recent financial reports draw a sharp contrast between two very different approaches to celebrity influence: Stephen Colbert’s politicized late-night comedy and Sydney Sweeney’s laid-back denim endorsement.

 

Colbert’s “Woke” Comedy Comes With a Price Tag

As host of The Late Show, Colbert has long been known for weaving political and social commentary into his humor. While this style resonates with his dedicated fan base, critics say it has alienated large portions of the viewing audience. The result? Fluctuating ratings, advertisers pulling back, and a reported annual drain of up to $50 million from CBS’s budget. For a traditional network already facing competitive pressure from streaming and digital platforms, those numbers are difficult to ignore.

Stephen Colbert Defends Sydney Sweeney Amid Her American Eagle Campaign Row, Says, 'An Overreaction'

 

Sweeney’s Subtle Style Sparks a Market Surge

In contrast, actress Sydney Sweeney—best known for Euphoria and Anyone But You—recently fronted a casual American Eagle campaign that made waves for all the right reasons. Without delivering a speech, taking a political stance, or wading into controversy, Sweeney’s appearance in a simple pair of jeans triggered a 10% stock jump for the retailer, adding an estimated $200 million to its market value.

 

The Power of Staying Neutral

Sweeney’s impact underscores a growing truth in marketing: non-political, broadly relatable celebrity endorsements can be extraordinarily profitable. Her campaign resonated with Gen Z and millennial shoppers, audiences that value authenticity and connection over heavy-handed messaging.

Sydney Sweeney Jeans Ad Company American Eagle Addresses Partisan Uproar

 

A Study in Contrasts

Colbert’s approach keeps him culturally relevant but costly for his network. Sweeney’s approach, by comparison, shows how a brand can achieve significant growth without courting controversy. The contrast reflects broader shifts in entertainment and advertising, where companies must decide whether to align with outspoken personalities or those whose influence lies in staying accessible to all sides.

 

The Bottom Line

As entertainment executives look to the future, one question looms: In today’s cultural economy, is it more profitable to make a statement—or to just wear the jeans?