We know CBS and ABC are excited about NBC going with The Jay Leno Show in prime-time this fall, but the syndicated market is looking to cash in, too:
With that in mind and the upfront season in full swing, the New York-based Syndicated Network Television Association (SNTA) released a report noting: “High ratings, younger-skewing programs, better efficiency and superior commercial delivery in households with digital video recorders make syndication the ideal alternative to network prime at 10 p.m.”
Many late-fringe syndicated shows, which are for the most part off-net sitcoms and entertainment magazines, compete well with the major broadcast networks, according to Nielsen. The ratings service found that syndication's top 10-rated 10 o'clock programs averaged a 2.4 live-plus-three commercial rating among adults 18-49 during this year's March sweeps period.
Bill's addition: Note the differing average ages at 10pm.
[V]iewers of syndicated programs at 10 p.m. are younger than those watching network shows. Warner Bros.' off-net sitcom George Lopez is 10 p.m.'s youngest-skewing program with an average age of 23, while NBC Universal's Access Hollywood is the oldest at an average age of 49.
All three [broadcast] networks' average ages are older in the hour. At 50, ABC is the youngest, followed by NBC at 51 and CBS at 55. And while Leno might age down when his show premieres at 10 p.m. this fall, The Tonight Show With Jay Leno, airing at 11:35 p.m. ET, had an average age of 54.
If this is true it gives a big opening for FOX channels that run news and then half hour shows in the 10 p.m. time slot. You mention George Lopez which is interesting because I have had my fifth graders just go on and on about how funny that show is so I can believe it attracts young viewers, very young viewers.
In the future this year will be know as The Year Of Leno *g*
I guess I’m the odd man out because I’m 20 and I’ll be watching The Jay Leno Show on most nights.
all my friends watch george lopez i used to watch it when it was on but after it got canceled i stopped but i’ll watch it every now and then
a lot of my friends think my dad is cool because his name is george lopez
A lot of people may be throwing dirt on Leno’s ten o’clock grave a little prematurely. I would not be surprised at all if Leno does very well at ten, if they set up the new show properly. He brings a large audience with him, he always gets the best guests and plenty of viewers will tune in just to see something different. I know I will.
Don’t be shocked if this actually turns out to be a game-changer. This time next year practically every network may have a similar ten o’clock show.