Flemington, NJ, November 11, 2009 – A new media study among 286 viewers of a news clip featuring several new late night talk shows with ethnically diverse hosts revealed that the majority of viewers (60%) reported that they were most likely to watch Lopez Tonight.
The study was conducted by HCD Research using its MediaCurves.com® website on November 9-10 to obtain viewers’ perceptions of a news clip featuring new late night talk shows including the Wanda Sykes Show, the Mo’nique Show and Lopez Tonight. To view interest curves and detailed results go to: www.mediacurves.com.
The majority of viewers (75%) reported that it was important to have racial or ethnic diversity on late night TV talk shows. The Jay Leno Show was rated as the most watched evening talk show. In addition, nearly one-third of the viewers (27%) reported the new late night TV shows would be better than older talk shows such as the Tonight Show, the Late Show and Late Night.
Among the findings:
After viewing this video, please select which new late night show you are most likely to watch.
|
|
Total |
|
The Wanda Sykes Show |
29% |
|
The Mo'Nique Show |
11% |
|
Lopez Tonight |
60% |
Do you think it is important to have racial or ethnic diversity on late night TV talk shows?
|
|
Total |
|
Yes |
75% |
|
No |
25% |
How do you think the new late night TV talk shows discussed (the Wanda Sykes Show, The Mo’Nique Show, and the Lopez Tonight Show) will compare to older late night TV talk shows (such as the Tonight Show, the Late Show, and Late Night)?
|
|
Total |
|
I think the new shows will be better than the older shows |
27% |
|
I think the new shows will be just as good as the older shows |
46% |
|
I think the new shows will not be as a good as the older shows |
26% |
Which late night TV talk shows do you watch? Select all that apply.
|
|
Total |
|
The Tonight Show with Conan O'Brien |
25% |
|
Late Show with David Letterman |
39% |
|
The Late Late Show with Craig Ferguson |
14% |
|
Late Night with Jimmy Fallon |
13% |
|
Jimmy Kimmel Live |
18% |
|
Last Call with Carson Daly |
5% |
|
The Wanda Sykes Show |
14% |
|
The Mo'Nique Show |
8% |
|
Lopez Tonight |
11% |
|
The Jay Leno Show |
44% |
|
Other |
6% |
|
I do not watch Late night TV talk shows |
30% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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