O?Brien Wields Youth Against Letterman in Late-Night
June 11 (Bloomberg) -- Conan O?Brien, whose ?Tonight Show? trailed David Letterman?s ?Late Show? two nights ago, retook the ratings lead with help from the younger viewers advertisers covet as the new contest for late night intensifies.
O?Brien has given Letterman an opening since taking over the show from Jay Leno on June 1, with a shrinking audience for each of the next six shows. Last night he edged ahead of Letterman once more. Throughout, O?Brien has drawn more viewers aged 18 to 49, NBC Entertainment said today in a statement.
?Tonight Show? attracted a 2.3 rating among those younger viewers from June 1 to June 5, compared with a 0.9 rating for New York-based CBS Corp.?s ?Late Show,? NBC said, citing data from Nielsen Co.
?The race has just begun,? said Shari Anne Brill, senior vice president of audience analysis at New York advertising firm Carat USA. ?This was the first week and there was a jolt of curiosity.?
Last night, ?Tonight Show? drew 3.2 percent of U.S. TV homes, compared with 3.1 percent for Letterman, NBC said. Under Leno, the ?Tonight Show? was the most-watched late-night program for 14 years.
NBC parent General Electric Co., based in Fairfield, Connecticut, rose 6 cents to $13.46 at 4:15 p.m. in New York Stock Exchange composite trading. CBS Corp. fell 17 cents to $8.16 and has lost less than 1 percent this year.
Handicap the Race
By the end of the year, Letterman will overtake O?Brien?s ?Tonight Show? in total audience and viewers 18 to 49 because of his mainstream appeal, Brill estimates.
?He has become the de-facto, mainstream late-night talk show host now,? she said.
This week?s ?Late Show? guests included radio personality Howard Stern, who mocked Leno and O?Brien on air, and actress Julia Roberts, who talked with Letterman about his wedding in March.
Letterman was drawn into news reports this week by Sarah Palin, who was upset at a sexual joke the ?Late Show? host made on June 8 about the Alaska governor?s daughter. He apologized and offered Palin an appearance on the show, a request the former Republican vice-presidential candidate declined.
O?Brien, 46, airs taped sketches and stunts, a departure from Leno that will help O?Brien appeal to younger viewers, said John Rash, director of media analysis at Campbell Mithun in Minneapolis.
Youth Vote
Younger viewers, who have drifted to the Internet, video games and cable TV, have stayed with O?Brien in greater numbers compared with Letterman and Leno.
?Late Night,? O?Brien?s former show, drew 486,000 viewers aged 18-34 this season, a 29 percent drop compared with the 1993-1994 average, according to Nielsen data. Leno?s audience in that age group fell 40 percent in the same period to 735,000, while Letterman?s shrank 78 percent to 501,000.
NBC first aired the ?Tonight Show? in 1954 with host Steve Allen. Jack Paar inherited the program in 1957 and Johnny Carson took over in 1962, joined by sidekick Ed McMahon and band leader Doc Severinsen. In 1992, NBC handed the job to Leno, passing over Letterman, now 62.
Under Leno, who will start a prime-time talk show on Sept. 14, the ?Tonight Show? averaged 5.04 million viewers a night in his final season, according to Nielsen.
?I long for the days of ?Here?s Johnny,?? Brill said, referring to McMahon?s nightly introduction of Carson. ?I just don?t know if Conan?s the right person to carry that mantle. He has all summer to work out the kinks before Leno?s show starts.?