Latenight might

Leno's 'Tonight' stays on top in key demo

David Letterman may be closing the gap on Jay Leno in total viewers, but Leno’s “Tonight Show” remains a powerhouse in key young-adult demographics, claiming its biggest November sweeps margins ever over Letterman’s “Late Show.”

The NBC latenighter inched a tenth of a point ahead of its year-ago November 18-49 average while “Late Show” held steady, giving “Tonight” a best-yet 53% margin for November (with a 2.6 rating, 12 share vs. “Letterman’s” 1.7/8). “Leno’s” past November 18-49 margins were 47% in 1998, 27% in 1996 and 8% in 1995.

In adults 18-34, “Tonight” (2.1/11, even with last year) also enjoyed its biggest November edge over “Letterman” (1.3/7, down a tenth).

Adding older viewers

“Letterman” added older viewers in big numbers this November, helping the CBS talker close the total-viewers gap by an impressive 581,000. “Late Show” improved from last year’s 2.42 million deficit to just 1.84 million this November. It was “Letterman’s” closest major-sweeps finish by this measure (excluding the 1998 Winter Olympics) since November 1996 (Daily Variety, Dec. 6).

For the recently completed sweeps, “Letterman” was up 54% vs. last year in men 50-and-older (2.0/9 vs. 1.3/7) and up 29% in women 50-plus (2.7/12 vs. 2.1/9). “Leno” still has the larger 50-plus audience (2.3 million vs. 1.8 million).

Making progress

Season-to-date, “Letterman” has made 18-49 progress, up a tenth vs. last fall while “Leno” is down a tenth, so the two talkshows currently stand at 2.4/12 and 1.7/8 in the demo.

Each adults 18-49 rating point reps 1.24 million viewers, 1% of the U.S. total. The share is also a percentage, but measured against only viewers watching TV during the slot involved.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety

Loading