Goodbye Jay Leno — Goodbye Television?
Next month — February 6th, to be precise — the NBC television network is forcing the retirement of their number one late night star — Tonight Show host Jay Leno — in favor of the talented but Tonight Show-ratings untested Jimmy Fallon, who currently follows Leno with Late Night with Jimmy Fallon. With rare exception, The Tonight Show with Jay Leno has held first place in the 11:35 PM ET/PT late-night time slot ratings since 1995, winning the late-night war for NBC against competition such as David Letterman on CBS, Jimmy Kimmel on ABC, and currently syndicated reruns on Fox.
In a 60 Minutes interview Sunday night Leno said he understood NBC’s decision to replace him with a younger host because Leno’s prime demographic is Baby-Boomers (including me, born in 1953) whereas Fallon’s prime demographic is Millennials — the age-demographic including my college-age daughter. According to Leno, NBC is worried that Fallon would jump ship to another network (most likely Fox) if they don’t give him The Tonight Show now. Apparently they are less worried that Jay’s loyal demographic — people closer to my age — will jump ship to watching David Letterman on CBS, a network known for programming to the Baby-Boomer demo in both prime-time and late night.
Jay Leno and Jimmy Fallon
I haven’t run the late-night numbers. But NBC programmers don’t have a crystal ball that assures The Tonight Show with Jimmy Fallon will have a viewership anywhere near as good as The Tonight Show with Jay Leno has established. We do know that in 2009 when Leno was originally replaced with Conan O’Brien the ratings for The Tonight Show plummeted so badly NBC begged Leno to come back to The Tonight Show from the disastrous 10:00 PM ET/PT weeknights time slot they tried The Jay Leno Show in, to keep Jay from jumping to another network’s late-night time slot.
I also haven’t run commercial-revenue comparisons between Baby-Boomers and Millennials. But I can’t see how late-night ad revenues could come out with higher commercial buy rates by preferentially advertising to Millennials. Not to put too fine a point on it but even with the drop in 401(K)’s, home equity losses, and worsening fixed-income-to-inflation ratios, Baby-Boomers tend to have a lot more disposal income than Millennials who are having a hard time getting a job, paying off student loans, and — if not living in the old bedroom in their parents’ house — struggling to afford groceries. Is NBC figuring on maintaining ad-rates replacing sponsors such as BMW and Kay Jewelers with Thunderbird and Cup Noodles? Or are they counting on future advertising from pot dispensaries?
Anecdotally, The Tonight Show with Jay Leno has been regularly programmed into my DVR because I enjoy his monologue, like his bits “Headlines” and “Jaywalking,” and — even though David Letterman is frequently hilarious — Jay isn’t an-anti-right-to-keep-and-bear-arms New York intellectual like Letterman and, being a gearhead, Jay doesn’t piss me off as often.
I watch Late Night with Jimmy Fallon only when he has a guest I want to see, because Fallon’s stand-ups are often repetitive and less polished, he wastes valuable airtime playing games with his guests instead of asking them anything penetrating (this is where Letterman is even better than Leno), and — if I’m to be honest when making a marginal-utility calculation regarding who gets the second hour of my late-night attention span — the funniest person to me on late-night week nights is Craig Ferguson, who follows Letterman on CBS.
All other things being equal, NBC’s decision to lose their lock on late-night for an untested 11:35 PM show with a less-rich viewership just doesn’t make sense.
Unless — as Louie C.K. says — “But maybe…”
But maybe the most important thing about Jimmy Fallon is that his bits frequently become worldwide trending hashtag topics on Twitter.
But maybe NBC is looking a few years down the line when the late-night time-slot wars are over because a lot more people will get their programming directly from web-based services like Hulu, Netflix, and Amazon, viewed either on smart phones and tablets, or connected to their big-screen monitors through Roku boxes and gaming consoles.
I may be a Baby Boomer but my Netflix and Amazon Prime subscriptions — connected with a Roku box to my living-room plasma screen — are already cutting the time I spend on my DirecTV channel line-up by half.
In the last 24 hours my daughter, away at college, didn’t ask me for a new TV set, like I might have asked my parents for at her age.
She asked to piggyback on my Netflix subscription.
The future, right there.