'Jimmy Kimmel Live' Falls Back Into Tie With Leno Among Adults 18-49 In Second Night At 11:35

Categories: Broadcast TV,Late Night TV Ratings

Written By

January 10th, 2013

In the preliminary metered market ratings in the markets with local people meters (which include only the 25 largest markets), and are often subject to adjustment in the final ratings, Jimmy Kimmel Live fell back into a tie with Jay Leno's Tonight Show in its second night at 11:35 among adults 18-49 with both scoring a 0.9 rating. Letterman's Late Show increased vs. Monday to a 0.7 adults 18-49 rating.

While we typically do not see final late night ratings on a daily basis (we'l see the week's final ratings next Thursday) the Kimmel move may cause ABC to put out the final ratings in a press release, which we will post. Stay tuned.

via NBC press note:

In Late-Night Metered Markets Wednesday night:

* In night two of "Jimmy Kimmel Live" at 11:35, "Kimmel" dropped night-by-night by 14% while "Tonight" grew by 21% in metered-market households in Nielsen's 56 metered markets.

* Versus Tuesday night, Wednesday's "Tonight" was up 21% (2.9/8 vs. 2.4/6), "Late Show" was down 11% (2.4/6 vs. 2.7/7) and "Kimmel" was down 14% (2.4/6 vs. 2.8/8). And note that when nationals came in on Tuesday, "Tonight" improved its position significantly versus both Kimmel and "Late Show" in total viewers, out-delivering them Tuesday night with 3.3 million persons versus 3.1 million for Kimmel and 2.9 million for "Late Show."

* Versus Tuesday night in the 25 markets with Local People Meters, "Tonight" was up 13% in adults 18-49 (0.9/4 vs. 0.8/4), "Late Show" was up 17% (0.7/3 vs. 0.6/3) and Kimmel was down 10% (0.9/4 vs. 1.0/5). And note that on Tuesday, "Tonight" grew from a 0.8 in 18-49 in the local markets to a 0.9 nationally and "Kimmel" declined from a 1.0 to a 0.7 going from these local-market averages to national numbers.

* From its first night at 12:35 a.m. to its second, "Nightline" declined by 17% in metered-market households (1.5/5 vs. 1.8/6) and held steady in the Local People Meters (0.5/3 both nights).

* Wednesday season averages heading into this week were: in metered-market households, "Tonight," 2.8 rating, 7 share; "Late Show," 2.5/6; "Nightline," 3.1/7; and "Jimmy Kimmel Live," 1.6/5. In the Local People Meters, 18-49 season averages were: "Tonight," 0.9/4; "Late Show," 0.7/3; "Nightline," 1.0/4; "Jimmy Kimmel Live," 0.6/3.

* From 12:35-1:35 a.m. ET, "Late Night with Jimmy Fallon" (1.5/5 in metered-market households) beat CBS's "Late Late Show with Craig Ferguson" (1.1/4). In the 25 markets with Local People Meters, "Late Night" (0.6/4 in 18-49) topped "Late Late Show" (0.4/3).

* At 1:35 a.m., "Last Call with Carson Daly" averaged a 1.0/4 in metered-market households with an encore and a 0.4/3 in adults 18-49 in the 25 markets with local people meters.

 
  • onion

    @Robert,
    ABC report press release of Fast National ratings Kimmel’s. So, according to your reply, they might pay nielsen to rate from the raw datas?
    Plus, What “the viewpoint” differs? Of course I’m not work local tv station, but still quite curious about much more clear difference of these two.

  • Douglas in TN

    So what is considered a tactical win for Jimmy Kimmel? If he manages to often tie or beat Leno in the demo, or total viewers?

  • Gary Middleton

    “So what is considered a tactical win for Jimmy Kimmel? If he manages to often tie or beat Leno in the demo, or total viewers?”

    It has to be a demo issue, imo. That’s the whole reason you go with Jimmy Kimmel against the dinosaurs. But I’m not so sure they really would expect/need a “beat” if Kimmel has really weak affiliate clearance.

  • Douglas in TN

    One thing I don’t remember and can’t find…Letterman didn’t have 100% clearance at first on CBS, but can’t find what he did have, and how this figured into his first ratings at CBS.

  • Gary Middleton

    Letterman had remarkably low clearance out of the gate, maybe 65%. But he easily won the ratings battle, there was a massive Dave mania when he debuted at 11:30.

    Over the course of the first year, his clearance rate rose rapidly. But his ratings fell while that happened. The negative momentum of a bubble burst outweighed the benefit of having more stations. You never want to burn too hot in an endurance contest like nightly late night tv.

  • Brad

    “Letterman had remarkably low clearance out of the gate, maybe 65%.”

    I was told 60% and it made me wonder why Conan didn’t go over to Fox and have the same issue Dave did coming out of the gate. Its not unheard of to NOT get 100% clearance. I can’t think of any late night show that didn’t have this issue except those on basic cable like CONAN on TBS.

  • Brad

    And give Kimmel the year and see what happens. I expect he does better than Leno and Letterman, but with Leno getting some big nights as he has with The Voice.

  • Gary Middleton

    “I was told 60% and it made me wonder why Conan didn’t go over to Fox and have the same issue Dave did”

    Brad, it wasn’t Conan’s decision, it was Fox’s.

    For one thing, I’m not so sure Conan could get 60% on Fox. Lots of stations had just started long term commitments to expensive syndicated programming, and that may have included top 10 markets. Add in the fact that Fox has no network programming after 10 p.m., which surely contributed to its late night futility in previous eras, and miniscule clearances may not have been workable for a production of that magnitude.

  • jcfreder

    I was already a skeptic, but I don’t see how first two days’ data can be positive from Jimmy’s perspective.

    The startup of a new late-night show usually creates a lot of buzz and should lead to early ratings wins as people sample the new show. Letterman’s move to CBS was, frankly, a cultural phenomenon at the time and he garnered huge ratings at the outset even with major clearance issues. Conan won the ratings in his first week both with the Tonight Show and with his show on basic cable. *Pat Sajak* beat Johnny Carson in his first week at CBS in the 80s.

    Yesterday, even Nightline put out the more final numbers (albeit apples-to-oranges) stating that in won 12:35 in overall viewers. Yet JKL only puts out the very preliminary numbers that almost certainly will be revised down. The lack of more final numbers from Kimmel says to me that it is very likely that he did not win either the demo or overall on his *second night*.

    Now, to ABC almost all that matters is that JKL makes money, but from the perspective of who’s winning and who’s losing the late night wars, these ratings are very very bad news for Kimmel.

  • Brad

    A three way tie is not a bad thing and I wish everyone will stop thinking it is.

  • Brad

    Conan did have a choice. It was either really crappy clearance from Fox or 100% clearance and commitment from TBS. Fox had a planned meeting about Conan the day after TBS announced the big news. That must’ve been awkward since he signed elsewhere.

    I do hear you Gary. If it was the big markets stuck in expensive syndicated shows for late night, well that would have really screwed with Conan. All I know is that Fox needed two years to get practically 100% clearance and that was the same thing for Letterman when he started out at CBS. Not knowing more about who had the better markets available, to wait two years for full clearance is again NOT unheard of.

  • Jim Laforte

    Dave had 60% live clearance on CBS. What started to eat in to his ratings in the second year was the loss of the NFL and FOX “stealing” major market CBS stations. For example, in Detroit, CBS went from channel 2 or 5 to something like Channel 52(?) where it still is located. Back in the day, this was major because many people still watched over the air vs. on cable. Robert “Morty” Morton who was then one of the Executive Producers of the “Late Show” took pride in telling the media, “We are beating Jay with minimal clearances with both arms behind our back…” Losing the NFL and the promotional power of it, coupled with station defections to FOX started to erode Dave’s ratings.

  • Jim Laforte

    To me, it never sounded as though FOX was truly interested in CONAN like before when they approached him with an open check book in 2004. I think that Jimmy Kimmel will do extremely well because there is minimal drama involved. He is an established brand and there is no controversy or power plays like the one that Conan originally played with Jay, then Jay with Conan and Jay with Dave. It is a “clean” deal as far as moving up even though the once prestigious “Nightline” has been pushed to the side. ABC wanted to dump it back in 2002 when they approached Dave and of course in 2009 when they wanted to sign Jay.

  • Jim Laforte

    Sorry to go on, but the demo is all that seems to really matter and Jimmy Kimmel will most likely win the demo race with a much smaller total audience which is the way that television seems to be heading in. Johnny Carson’s demos were “aging” and Jay brought in much younger viewers, so NBC nudged the King by not killing the “Carsenio” skit on “SNL” and in other subtle ways. Just my opinion of course….

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