Archive for January, 2014

Annals of Leno: 4 biggest ways NBC insulted Jay

January 29, 2014
END OF AN ERA: Jay Leno's "Tonight Show" 1992-2014.

END OF AN ERA: Jay Leno’s “Tonight Show” 1992-2014.

By ADAM BUCKMAN

NEW YORK, Jan. 29, 2014 — In these final days of Jay Leno’s “Tonight Show,” NBC’s indifference to Leno has been breathtaking.

Here’s a guy who maintained the network’s dominance in the one time period left where this once-mighty network could still lay claim to a top ranking in the Nielsen ratings, and yet, you get the feeling that NBC can’t wait until he vacates the premises.

The way he’s being treated, you would think he was personally offensive or something — like an unwanted guest with body odor.

Here are four ways NBC has insulted a man who is, arguably, the network’s top star:

1) They gave Jimmy Fallon “starring” billing: This is an important point.   In show business, billing is everything.  So when Fallon was awarded “starring” billing in the new “Tonight Show” title (as in, “The Tonight Show Starring Jimmy Fallon”), you had to wonder why NBC never gave Leno “starring” billing (his show was always “The Tonight Show with Jay Leno”).  The last person to have “starring” in the show’s title was Johnny Carson.  Tradition seemed to hold that one might earn “starring” billing after a number of years in the job — which means Leno should have earned it long ago.  But he never got it.

Related post: Aftermath: 4 million Leno viewers up for grabs

2) They’re moving “The Tonight Show” to New York: This idea is still puzzling since such a move would seem to instantly handicap the new “Tonight Show” in its pursuit of guests — the majority of whom can be found in California.  The reasons for the move probably have more to do with a personal preference on the part of Fallon or, more to the point, his boss Lorne Michaels, for living on the East Coast.  Whatever.  The point here is: The move is another slap at Leno, implying that, somehow, the West Coast “Tonight Show” became so tattered and woebegone when he hosted it that drastic measures such as moving the show to New York simply had to be undertaken in order to rejuvenate and save the show (which happens to be No. 1 in late-night).

3) They are largely ignoring Leno’s final shows: There is none of the buildup — in the form of promo spots or general excitement — that came in the days leading up to Carson’s farewell in 1992.  And even though Leno’s “Tonight Show” has far fewer viewers than Carson’s did at that time, Leno still deserves attention in these final days — if only to drive up the ratings for his final shows for the sake of earning more money from advertisers.  Instead, when you watch these final shows, you get the feeling Leno and his staff are just kind of winging it on their own — producing various “best-of” segments, and booking guests with long ties to the show and to Leno.  In fact, these farewell shows have been quite good — and once again, the only people who appreciate them are the people who have watched Leno all along.

But not NBC, of course.  Instead, Leno is getting showcased everywhere else — including a profile and interview on “60 Minutes” on CBS, an appearance on his friend Ellen DeGeneres’ afternoon talk show, and last Friday, a one-hour special about his life and career on CNN.  But on NBC?  So far, nothing.

4) They booted him from the show in the first place: As written many times previously (at least by me), NBC never really had to remove Leno, since he was leading all the competition in both total viewers and the 18-49 demo the networks crave.  Instead, the network programming execs could have simply focused on everything else that’s wrong on the network — from mornings to prime time.  But hey, what do I know …

To his credit, Leno isn’t revealing how he really feels about the way NBC has treated him.  In the “60 Minutes” interview, he adopted a hard-headed, business-like approach to the situation.  Simply put, the money NBC pays him (which he himself agreed to reduce voluntarily not long ago in order to save some jobs on the “Tonight Show” staff) makes the insults easier to swallow.  Said he, “Look, show business pays you a lot of money, because eventually you’re gonna get screwed. …  That’s the way it works.  That’s the way these things are.”

Contact Adam Buckman: adambuckman14@gmail.com

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Aftermath: 4 million Leno viewers up for grabs

January 29, 2014
Jay Leno (right) and Jimmy Fallon in a publicity shot created by NBC last year.

Jay Leno (right) and Jimmy Fallon in a publicity shot created by NBC last year.

By ADAM BUCKMAN

NEW YORK, Jan. 29, 2014 — It’s the big question underlying the Jay Leno-Jimmy Fallon switch on “The Tonight Show”: WWTTSFMVD?

That ungainly (and none too clever) acronym means this: What will “The Tonight Show’s” 4 million viewers do?

Four million is the Leno show’s nightly average (most recently for the week of Jan. 13-17).  An hour later, NBC’s “Late Night with Jimmy Fallon” averages around 2 million per night (2.1 million that same week).   Which means: To equal Leno’s average in total viewers: Fallon will need to add about 2 million viewers a night — almost twice the audience he now draws at 12:35 a.m.

He’ll need fewer than that 2 million to beat David Letterman on CBS and Jimmy Kimmel on ABC at 11:35 though.  Kimmel averages around 2.5 million viewers a night.  Letterman had a nightly average of 2.9 million during the week of Jan. 13-17.

But that’s the battle for “total viewers,” which doesn’t mean much when it comes to selling lucrative commercial minutes in late-night.  The more crucial battleground is the demo race — viewers 18-49 — the so-called “younger” viewers networks crave.

Guess who always wins that battle? Jay Leno — the “old” guy NBC is jettisoning for the “young” guy Fallon.  Leno, 63, had a 0.9 rating in 18-49s during the week of Jan. 13-17.  He beat Letterman, 66, and Kimmel, 46, who tied at 0.6.  At 12:35, Fallon, 39, had a 0.7 rating in the demo — which means he could win the demo race against Letterman and Kimmel at 11:35.

In a nutshell, that’s the reason NBC is moving Fallon to “The Tonight Show” in the earlier time period — because the network believes he can maintain, or possibly improve on, Leno’s dominance in the demo.  Of course, one could argue that the network could just as well have kept Leno there, since he was winning the demo already.  But as far as arguments go, that ship has sailed.

The question remains: What will these 4 million viewers do?  It’s not an easy question to answer:

1) A number of them could go to Letterman: If you subscribe to the theory that older viewers (the ones not in the key target demo anyway) will likely seek out Leno’s only remaining age-group peer in late-night television, then Letterman could experience a sudden spike in viewership.  In fact, it could be enough for Dave to reclaim the top spot in total viewers for the first time since 1995.

2) On the other hand, Leno’s fans chose Jay for years over Letterman: Though they’re close in age, Leno and Letterman are far different, with distinct styles and audiences.  They are so different that the last thing a long-time Leno fan might do is suddenly adopt a nightly Letterman habit.  It’s just as unlikely that Fallon or Kimmel will emerge as credible substitutes for Leno either.  It could come to pass that at least some of these 4 million viewers — perhaps the older ones — might give up on late-night TV altogether.

3) Some of the 4 million will stick around, though, and seek out a new show to watch every night.  And it’s entirely possible they’ll bypass Letterman in favor of Fallon and/or Kimmel.  Still, for the diehard Leno fan of a certain age, the younger, manic comedy of Fallon will take some getting used-to.  (Really — sometimes watching Fallon is like watching a hyperactive child.)   As for Kimmel, he has a comedic point-of-view that’s all his own, and he has been famously outspoken about his personal distaste for Leno — which could prevent some Leno fans from adopting a Kimmel habit.  One possible scenario: The Leno audience will get split primarily between Fallon and Letterman, leaving Kimmel pretty much where he is now, with 2.5 million viewers nightly.

Contact Adam Buckman: adambuckman14@gmail.com


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