Jay Leno says people are going to bed earlier these days. Jay Leno says 10pm is the new 11:30.
Jay Leno is wrong.
Despite the headline, I seriously doubt Jay Leno intended to be deceitful even if it was good PR for being on at 10pm. I'm sure Mr. Leno believes what he said is true. But Leno is wrong when he says that people are going to bed earlier. It is definitely true that more people are watching TV at 10pm than 11:30pm, but that's nothing new. People actually do go to sleep. But are they going to sleep earlier?
The Nielsen data when it comes to television viewing doesn't indicate that people are going to bed earlier. In fact, it indicates that people are generally going to bed at the same time they always did, and if anything are staying up a little bit later now!
What the data shows is a decreasing trend of viewership between 10pm-11pm (not great news for Leno's new timeslot), and increasing viewership between 11:30pm-12:30am. That holds true both as a one year trend and a five year trend.
According to Nielsen data, 6% fewer 18-49 year olds are watching TV between 10pm-11pm than were watching 5 years ago. 4% fewer 18-34 year olds are watching between 10pm-11pm than five years ago. If you want a broader view, looking at 25-54 year olds, viewing between 10pm-11pm is down 7% over the last five years.
Meanwhile, the trend is up for viewing between 11:30pm-12:30am over the last five years among 18-49 year olds (1% increase) and 18-34 year olds (5% increase) and is completely flat among the broader 25-54 demographic.
All data above is based on LIVE viewing only, but since the discussion was about whether people were going to bed earlier, bringing DVR viewing habits into the mix didn't make much sense.
[edit] Some have made the case that the decreases in the 10pm hour mean that Leno is right. Obviously, I don't think so. I attribute the decreases in the 10pm hour almost entirely to DVR proliferation. But sure, it could be a variety of things from videogames, reading, watching DVDs and yes, some people going to bed earlier. But if the trend of live viewing is up at 11:30pm, it's hard to ascribe any merit to the notion that people are going to bed earlier overall.
Consider the source: MSNBC. The “networks of NBC” are all full of crap and so is Jay Leno. The peacock is in flames and they all know it.
@ JT: So THAT’S what their symbol is supposed to be…
Well, obviously the jury will be out on Jay Leno’s move until the show is actually on, but perhaps the audience that is tuning in to see Jay Leno because they like Jay Leno will tune in whenever he is on. I would think that is what NBC is hoping for.
leno’s good anytime. That loon Letterman is too political. His writers should write for SNL.
Yes, we go to bed early in my house. The three adults age 26 to 56, are in bed by nine thirty sometimes earlier.
If they would use heavy metal music in their shows instead of the baby boomer, hip hop, rap crap we might stay up to see what all the action is all about.
Well, I for one go to bed earlier. I’m 42 and just sleepier earlier now
I’m glad he is moving so I can watch!
What’s the big deal about late night tv wars? But everyone after leno/Dave is pretty lame so when Conan takes Jay’s slot at 10, I’ll be going to bed at 9 LOL
Yeah, I’m a wimp going to bed that early – I used to party!
Jay Who?
Who really cares?
I dunno, I can see his point. During difficult economic times, I think ppl work a lil harder thus turning in a lil earlier. Maybe the data doesnt show that; but its difficult to prove he is a liar because of his statement. Wrong maybe, but a liar?
Jason
Excuse me….how about people don’t watch BAD PROGRAMMING!!!! NBC has walked away from successful shows, choosing idiotic “reality” TV because it is cheap! We are not brain dead, I find the programs on cable outlets much more interesting and exciting. Leno is also an idiot, no Johnny Carson and unfunny.
Keep in mind that Jay’s average demo is 56, which means your numbers are not a straight comparison. Pull out those 18 – 49 year olds and get the 55 – 70 numbers in there and see if they are going to bed earlier.
Unless you think Leno has no idea who his audience is, which would be odd since he performs basically every week in front of his real demo at clubs and corporate events.
..could very well be a tactic to convince viewers that what “isn’t really happening”, is “happening”!…To sway their habits if possible. After all,each Nielsen swayed opinion =’s many hundreds,when they do the tally! Nice trick if it works.
Leno is good at any time. Letterman is losing the little bit of humor he once had. Leave political statement and editorial BS to the wacko pro’s we call politicians. With them we except and get uneducated dribble.
@Brian Woods, I have no doubt that there’s an opportunity for Leno to draw more 55+ viewers at 10pm than at 11:30pm. That’s certainly true. But I also have no doubt that the 55-70 year old audience won’t matter a lick in terms of advertising revenue. I think Leno is aware of that as well….
I find jay leno annoying. I hope Letterman stays on the air at least 10 more years. I love his show!!!
And I think the nielsen data is really accurate. Me (and most of my friends) go to bed at 1 AM. I never watch TV at 10pm. When I’m home I usually watch TV from 7 to 9:30 then go online. And then I go back to the TV set around 11, 12 before I go to bed. By the way I`m 21 years old
May Jay Leno have the same success as Rosie O’Donnell with her no-talent show
!
Like Leno cares. He’s got a twelve inch dick and is worth millions. Letterman is a bitter old man with a bum ticker. Conan is the only funny one. Fuck you all anyway. I heard they were bringing back Arsenio.
The author of the article likes to use hot button words. I am excited b/c jay is going to replace 1 of the 7 Law & Order shows that NBC likes to recycle. Wash, Rinse, Repeat, Wash, Rinse, Get Brainwashed!!!!
Rick Rolled!!
Neither Leno nor Letterman are worth the effort to stay up late. We always looked forward to entertainment with Carson, but these guys – NO. Leno can’t deliver a joke. Letterman is all about insults and personal attacks. We are in our 60s and no one we know watches these guys. Where’s their market ? Wasted advertising dollars for their sponsors.
As baby boomers get older I believe He’ll turn out to be spot on. I’ve been going to bed earlier and earlier myself. I seldom stay up after 9:30 pm and with the ability to record programs on cable I miss nothing. Actually I prefer recorded shows as the ads can be clipped.
I’m not persuaded by your statistics until you give the back up data that will allow us to interpret the numbers you gave.
How many with TV’s on at any given time are awake? Can you answer that?