NBC is touting Jay Leno’s new prime-time program, which will make its debut Sept. 14, as an innovative, DVR-proof move, but buyers say the new talk show will draw fewer viewers than ABC and CBS on any given night, and are balking at paying prime-time prices for what they view as late-night ratings. […]

“He will guarantee NBC a third-place finish [behind ABC and CBS] in whatever hour he’s in,” said Shari Ann Brill, senior VP-director of strategic audience analysis for Aegis Group’s Carat. “He will do on par with what he did in late night.” […]

Indeed, media buyers expect the new Leno program to generate a C3 household rating ranging between 3.0 and 4.9. Even unvested programs in the same time slot, including ABC’s “The Forgotten” and CBS’s “The Good Wife,” are expected to do better.

read the rest at  MediaWorks.

Posted by:TV By The Numbers

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