Originally Posted by dad1153
It's just amazing how TBS has gone from zero late night presence a year ago to having two top-notch late night performers with proven 18-49 demo attraction later this year.
Originally Posted by Rammitinski
? Who would that be? I only count one now, with O'Brien.
All I can say is, at least someone had enough sense to but him on before
Lopez'. Otherwise, he would never stand any chance at all.
From Fredfa's "Hot Off The Press" thread at the top of 'HDTV Programming' page (notice the highlighted portions):Nielsen NotesViewer Age Rises With Leno Return
By Bill Carter, The New York Times
- April 11th, 2010
EUGENE, Ore. As Conan O'Brien starts his post-NBC career on a stage here Monday night with the kickoff of his Legally Prohibited From Being Funny on Television Tour, his former employer, NBC, finds itself reliving the good old days, with Jay Leno back where he used to be hosting The Tonight Show and at the top of the late-night ratings.
Still, competitors and even some advertisers are increasingly taking note that the standout word among those details is old.
As in: while audiences for Mr. Leno have increased more than 50 percent from Mr. O'Brien's average, the median age for Tonight Show viewers has jumped more than 10 years, to 56 years old, in the wake of the departure of the host NBC had once designated to be the future of late night.
Viewers like Jay, said Brad Adgate, the senior vice president for research at the media buying firm Horizon Media. Who would have thought he would come back and go right to the top from his first day? But Mr. Adgate added, You do notice that jump of 10 years over Conan.
NBC will certainly take that development for the moment, not only because Tonight is back in first place, but also because the network seems to have stabilized after the crisis it faced last fall when its 10 p.m. hour, filled each weeknight with Mr. Leno's new comedy show, stirred a rebellion among its affiliates because of its low ratings. But even with his new pre-eminence, Mr. Leno has not recaptured the ratings he commanded before NBC's ill-fated reshuffle of its late-night line-up.
Notably (and, supporters of Mr. O'Brien would argue, not coincidentally) the NBC 10 p.m. lineup a factor in helping to deliver audiences to late-night shows is also up about 50 percent since being revamped in the upheaval that rocked the network in January, according to Nielsen figures.
Even though everyone can go to their remote control, the lead-in audience is still a very impactful part of a network television strategy, Mr. Adgate said.
That was certainly what the NBC stations believed when they threatened to pre-empt Mr. Leno's prime-time show because of declining ratings for their late newscasts, which followed him in the fall. Now the stations, and Mr. Leno, are getting the benefit of NBC's efficient patch-up job.
NBC has added a new 10 p.m. drama with glimmerings of promise in Parenthood; a comedy reality show that has performed more than respectably in The Marriage Ref; and it has restored a long-running hit, Law & Order: Special Victims Unit, to 10 p.m., where the drama has resumed being the top show at that hour. (Last fall, it dropped to last place after being displaced to 9 p.m. to make room for Mr. Leno.)
As far as the late-night picture goes, it's as if a collective erase button was pushed, said Robert Thompson, professor of television at Syracuse University, with the usual suspects back in their usual locations except Conan is gone.
A critical result from NBC's point of view is that Mr. Leno has drawn the biggest audiences in most age groups almost every night since returning March 1. That performance has defied what Mr. Adgate described as expectations built of resentment by younger viewers over what happened with Mr. O'Brien that Mr. Leno might not automatically resume his winning ways.
That he has is not the best news for David Letterman on CBS, who grabbed the leadership during Mr. O'Brien's brief run, nor for Nightline on ABC, which also enjoyed a competitive boost.
But the situation is not exactly as it was before NBC disturbed the late-night universe. Mr. Leno has not been unaffected by the turbulence. His ratings lead is clearly down from where it was a year ago.
Measured against the same period beginning in March 2009 (and, to make the comparison as fair as possible, excluding one huge night when President Obama was his guest in 2009 and the abnormally big week he enjoyed his first week back this year), Mr. Leno is down about 18 percent in viewers, and slightly more among the 18- to 49-year-old viewers that matter most to many advertisers.
With those anomalies factored out, Mr. Leno is now averaging about 4.4 million viewers a night, down from 5.37 million in 2009. His rating among 18- to 49-year-olds is about a 1.15, down from a 1.5. By contrast, Mr. Letterman is down to about 3.54 million viewers, from 3.76 million last year, and his rating in 18- to 49-year-olds is now about a 0.95, down from a 1.0. Nightline is down to 3.61 million viewers from about 3.85 million last year and to a 0.9 rating in the 18-to-49 age group from a 1.1.
Mr. Thompson said that NBC might be more concerned about the trend among the youngest core of viewers, who made up the base for Mr. O'Brien. They seem to be drifting away, toward comedy they find more relevant, he said.
The hip young comedy stuff has all gone to cable, Mr. Thompson said. Maybe Jimmy Kimmel on ABC may benefit because his hip quotient seems to be on the rise.
Mr. Kimmel's numbers are also down slightly year over year. Among the network players, only Craig Ferguson on CBS has held his rating in the 18- to 49-year-olds from last year. His overall audience has dropped slightly to 1.71 million, from 1.81 million, but so has everyone else's on the network side.
This is especially true in the youngest end of the age breakdown. Late night has always held special appeal for young men in particular, but it is no longer a contest as to where this group's late-night preferences lie. Comedy Central's two hosts, Jon Stewart and Stephen Colbert, both surpass all the network shows among men ages 18 to 34. That corresponds to the big edge they enjoy in terms of median age.While Mr. Leno now has a median age of 56, with Mr. Letterman at 54, Nightline at 55, Mr. Ferguson and Mr. Kimmel both at 52, and even NBC's younger act, Jimmy Fallon, at 50, Mr. Stewart comes in with a median age of 49 and Mr. Colbert younger still at 37.
(Youngest of all late-night hosts? George Lopez on his Lopez Tonight show on TBS. He has a smaller audience, but a very young one, with a median age of just 33.)
Mr. Thompson suggested that after the bold experiment of the summer and fall, NBC was back exactly where it was. You could argue that NBC's idea to move Leno to 10 made a lot of sense, it just didn't work, Mr. Thompson said.
Certainly little has changed about the overall weakness of the 10 p.m. hour. Each of the three networks that program that hour is seeing significant falloffs this year, especially among that 18-to-49 audience. CBS, the strongest performer at 10, is down about 16 percent, to a 2.6 average rating with that group for weeknights at 10.
ABC, which has been the weakest network at 10, is off about 19 percent, to an extremely low 2.1 average rating. NBC's stopgap schedule at 10 is averaging a 2.4 rating, which is down from a 2.7 last year at this time, or about 11 percent.
Still, that surely beats the 1.5 rating Mr. Leno had been scoring there.
Over all, I can't imagine NBC isn't happy with the results it has gotten so far, Mr. Adgate said.http://www.nytimes.com/2010/04/12/bu...html?ref=media
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Rammitinski, you should know by now if you frequent these TV threads that young viewers 18-49 are the most desired by advertisers. A Conan-Lopez latenight block won't set the ratings on fire but neither do Stuart-Colbert, and the latter have the media hype and profitability that comes from having a young audience. Again, even if Conan's ratings aren't massive out of the gate, the speed at which TBS has become a player in late night TV (and credit has to go to "Lopez Tonight" for paving the way and getting the young-skewing ratings to prove it's worth) is nothing short of astounding. And yes, I'll grant you that Lopez has a lot of learning to do to become a more tolerable and long-lasting late night host. That's what the post-mindight time slots are for.