Tonight Show viewers to Jimmy Fallon: get serious
TEN months after the US presidentail inauguration, the trend is holding: For American late-night hosts, being sharply critical of President Donald Trump is a winning strategy. And that is bad news for The Tonight Show.
Stephen Colbert, who has made Trump a nightly target, assumed the top position in the ratings race in February and has only increased his lead since then. His programme, The Late Show on CBS, has taken viewers away from Jimmy Fallon, the cheerful host of NBC’s storied franchise, who has lost 21 percent of his audience year over year since the fall season began on September 25. At the same time, Jimmy Kimmel has made ratings gains in the 11:35pm slot on ABC.
Ever since Colbert leapfrogged Fallon in total viewers, NBC executives have emphasised that The Tonight Show is still the No1 choice of viewers in the 18-to-49-year-old group prized by advertisers.
Now even that lead is shrinking. In the November sweeps period, which ended last Wednesday, Colbert cut into Fallon’s lead among younger viewers, finishing 57,000 behind him, according to Nielsen data. That’s the closest the CBS host has come to Fallon among 18- to 49-year-olds in the 27 months the two have competed head to head.
A year ago, Colbert trailed Fallon in that demographic by roughly 364,000 viewers. In the November 2015 sweeps period – which coincided with Colbert’s shaky start as a net- work host – Fallon’s lead was nearly 500,000.
The size of Colbert’s entire audience has spiked along with his gains among younger viewers. During the sweeps period, he averaged 3.7 million total viewers a night – a 23 percent increase from a year ago.
Since the fall season began, Fallon’s audience in the 18to-49 group has plunged by 26 percent, even though he is, at 43, the youngest of the latenight network hosts.
Still, Fallon does maintain a lead in that demographic, outperforming Colbert, 53, by 90,000 a night, on average, for the season. He also averages nearly 200,000 more than Kimmel, the 50-year-old host of Jimmy Kimmel Live! on ABC. All three late-night network shows have shed viewers in the 18-to-49 demographic over the past year, but Fallon’s pro- TonightShow
gramme has lost significantly more than the other two.
The recent declines leave the host of The Tonight Show in danger of losing his secondplace position. Kimmel’s show has averaged 2.4 million viewers a night, compared with 2.6 million for Fallon.
A year ago, a battle between Fallon and Kimmel was almost unimaginable, given the venerable NBC franchise’s lead of 1 million total viewers over ABC’s late-night offering.
Mindful of Fallon’s sunny nature, NBC executives had hoped Colbert’s surge in the early days of the Trump presidency would die down once the national mood had settled. They envisioned a time when this pair of temperamentally different hosts would trade victories week to week. But in the closing days of 2017, audiences have not returned to the network for Fallon’s wide-eyed style.
Indeed, the November numbers show Colbert widening the gap, with a lead over Fallon of 1.1 million viewers.
NBC executives remain hopeful that Fallon can find a way to hold on to the top position among younger viewers. On the upper floors at 30 Rockefeller Plaza, younger viewers are considered the coin of the television realm, and the median age for Colbert’s audience is 61, compared with 56 for The Tonight Show.
One sign of hope for Fallon: NBC has the rights to Thursday Night Football through midDecember (they belonged to CBS earlier in the season), and Fallon’s ratings soared on Thanksgiving, when his show aired after the New York Giants-Washington Redskins game.