Late Night Wars: Stewie Pounds Leno, Letterman, Stewart and Colbert with Adults 18-34; Adult Swim Wins With “Family Guy” Reruns
Blurbs of this were posted elsewhere. As ever I appreciate all the charts and data generated by Jack Wakshlag (Turner’s Chief Research Officer) and his team, but I found the slide below particularly interesting.
Adult Swim is winning the late night wars with adults 18-34 and its not even really close. The degree to which Family Guy reruns and other programming are pummeling the competition with adults 18-34 is very interesting to me. Note, the Tonight Show numbers are a bit skewed since it includes the end of Conan, and the huge ratings towards the end of his tenure. Plus Conan generally fared better than his broadcast competition with adults 18-34 anyway. But I believe the numbers for the 2nd quarter are likely to show NBC getting just as trounced by Adult Swim as CBS (and Comedy Central).