Syndication seeks to take advantage of Jay Leno at 10pm, too
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.