Weekly Column: Three weeks into the post-Jay Leno Tonight Show era, his replacement Jimmy Fallon is still the frontrunner, though his margins have shrunk, his ABC competitor Jimmy Kimmel has regained ground he lost temporarily during Fallon’s highly hyped first week with a Sochi Olympics lead-in. Now the two Jimmys are settling in for the long haul, as they wrestle over America’s late-night viewing habit.
All eyes were on Fallon when he kicked off his Tonight tenure during the second Monday of NBC’s Olympics coverage, with a star-studded week that included guests Will Smith, U2, Jerry Seinfeld, Lady Gaga, the First Lady, and Justin Timberlake. More than 11 million viewers listened as Fallon asked that they give him time to get it right. And, over the course of that first week, with DVR-watchers factored in, Fallon drew the biggest weekly audience Tonight had enjoyed since Johnny Carson signed off after 30 years in 1992 — an average of 10.42 million viewers. Those viewers, NBC noted, had the youngest median age of any weekly crowd for any of the broadcast TV 11:35 PM talk shows this season: 52.6 years.
Then the honeymoon was over.
In Fallon’s Week 2, headline writers turned their attention to ABC’s Kimmel and the ninth iteration of his much-ballyhooed, even more celeb-studded post-Oscar show, which jumped 22% in total viewers year-to-year to nab nearly 7 million viewers. It was the ABC late-night program’s largest-ever overall audience for any single-day telecast in either late-night or primetime and up 20% in the demo, to reach 2.423 million. In each of the country’s Top 3 markets – New York, Los Angeles, and Chicago – Kimmel’s show coming out of the most-watched Oscarcast in a decade outperformed both the final Tonight broadcast with Leno and the first Tonight with Fallon, in households and in the demo.
Kimmel followed this up the very next night with what members of the media regarded as the Holy Grail of late-night bookings — Toronto’s wildly unpredictable, much-memed Mayor Rob Ford. This past Monday, Kimmel mopped sweat from Ford’s brow, and suggested the mayor might want to get some help if he does in fact have a drinking problem, which Ford laughed off, saying he “wasn’t elected to be perfect” and that he is “just a normal average, hardworking politician.” To which Kimmel respectfully insisted Ford is not only not average, “you are the most wonderful mayor I’ve ever witnessed.” And, while final stats for Monday’s sit-down aren’t available yet, Jimmy Kimmel Live that night achieved a 2.5/6 in metered market homes, jumping 19% (and 50% in the demo) from the prior Monday, to land in his nearest competitive position on a Monday yet against Fallon. That said, Fallon still topped Kimmel by 68% in metered market households and by 89% in demo ratings in the 25 LPM markets, with his former Saturday Night Live Weekend Update co-anchor Tina Fey as guest. (Kimmel’s Oscar surge appeared to have fizzled by Tuesday night where, in Nielsen’s 56 metered markets, JKL fell to a 1.7/5 — well behind Fallon’s 3.5/9 — though ABC’s new 10 PM series Mind Games, with its 0.6 demo rating and its 2, 2.120 million viewers, may have contributed.) Read More »