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New NBC Lineup More Likely to Decrease Conan's Viewership than Leno's


New NBC Lineup
Viewers say Leno will have highest ratings if new NBC lineup is implemented

Flemington, NJ, January 18, 2010 – A new media study among 806 late night talk show viewers revealed that 38% indicated that they would be less likely to watch Jay Leno’s show if his time slot changes compared to 59% who reported that they would be less likely to watch Conan O’Brien’s show if his time slot changes.

The study was conducted during January 15-18 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a news clip featuring the controversy over the rearrangement of the NBC late night TV schedule. To view detailed results go to: www.mediacurves.com.

If the changes are implemented, David Letterman’s show will air during parts of Jay Leno’s and Conan O’Brien’s shows. Viewers indicated that, given the choice, they would prefer to watch Jay Leno (50%) over David letterman (38%), but would opt to watch David Letterman (49%) over Conan O’Brien (43%).

“Our automated response curves revealed that viewers’ interest levels increased when Leno jokingly states ‘NBC is working on a solution, they say, in which all parties will be screwed equally,’” commented Glenn Kessler, president and CEO, HCD Research.  

Among the findings:

If Jay Leno’s show is moved from its current 10:00 PM time slot to an 11:35 PM time slot, how will this affect the likelihood of you watching this show?

 

Total

I will be more likely to watch his show at the 11:35 time slot

30%

I will be less likely to watch his show at the 11:35 time slot

38%

I will be just as likely to watch his show at the 11:35 time slot

32%

If Conan O’Brien’s Tonight Show is moved from its current 11:34 PM time slot to a 12:05 AM time slot, how will this affect the likelihood of you watching this show?

 

Total

I will be more likely to watch his show at the 12:05 time slot

7%

I will be less likely to watch his show at the 12:05 time slot

59%

I will be just as likely to watch his show at the 12:05 time slot

35%

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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RE: NBC Lineup Change
by (Anonymous User) on Monday, January 18, 2010 @ 5:19:56 PM (#4421)
O'Brien for life!!!!
Reply
RE: NBC Lineup Change
by nico1et (User #208033) on Monday, January 18, 2010 @ 5:19:56 PM (#4422)
thanks! this needs reader/viewer opinion
Reply
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RE: NBC Lineup Change
by chippy (User #220334) on Monday, January 18, 2010 @ 5:19:56 PM (#4423)
NBC finally is correcting their mistake.
Reply
RE: NBC Lineup Change
by peridot180 (User #227348) on Monday, January 18, 2010 @ 5:19:56 PM (#4424)
Fun survey. I love late night shows and, in my opinion, Conan is getting royally screwed by NBC. Leno should just do the right thing, though, and move on. He had his time and should make way for Conan so he can have his chance. All in all, I feel really bad for Conan and I think he should just quit NBC.
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RE: NBC Lineup Change
by k2mgkat (User #219689) on Monday, January 18, 2010 @ 5:19:56 PM (#4425)
I hope Jay Leno goes back to the way his show used to be at 11:30pm
Reply
RE: NBC Lineup Change
by breanarms (User #227821) on Monday, January 18, 2010 @ 5:19:56 PM (#4426)
The people who made the original decision to let Jay Leno leave and then bring him back were stupid to think that it would work. We had doubts about Conan filling the shoes BUT he HAS done an excellent job. Now get smart NBC... dumpt Jay or move him behind Jimmy Fallon (another younger mc who deserves a chance). Let Jay be someone's fill in but this whole upset of the apple cart is the most idiotic decision that an idiot could have made and this network will pay a dear price. I hope that Conan as well as Jimmy Fallon can find time slots that will blow the lid off...somewhere else! SHAME ON YOU
Reply
RE: NBC Lineup Change
by jenleb (User #224154) on Monday, January 18, 2010 @ 5:19:56 PM (#4427)
NBC are fools. The Tonight Show is the Tonight Show and it is aired at 11:35. What a slap in the face of Conan O'Brien to ask him to move to the 12:05 time slot. Ridiculous.
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RE: NBC Lineup Change
by lolly322 (User #209340) on Monday, January 18, 2010 @ 5:19:56 PM (#4428)
They could cut conan out for all I care, don't watch him, but I do watch Jay Leno
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RE: NBC Lineup Change
by kaman25 (User #207333) on Monday, January 18, 2010 @ 5:19:56 PM (#4429)
I watch late night talk shows any time I want because like most people I have a DVR and the Internet. If more people had access to a DVR and the Internet. Then it wouldn't matter when a show was on or who followed who because we would watch when we wanted. Which is a little something I call "convenience!". I hope in my lifetime we will see an end to television both over the air and cable, radio and even the wired telephone and have it all replaced by the Internet (and cell phones that connect to the Internet). Let's pull our last leg out of the communications cave and move on! Oh and forget about chopping down trees for magazines and newspapers too while we are at it!
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RE: NBC Lineup Change
by nancyah (User #204920) on Monday, January 18, 2010 @ 5:19:56 PM (#4430)
I like Jay Leno he's the funniest and best host since Johnny Carson and Arsenio Hall
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RE: NBC Lineup Change
by smskoala (User #219729) on Monday, January 18, 2010 @ 5:19:56 PM (#4431)
Cannot stand Conan O'Brien and will not watch him at any time.
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RE: NBC Lineup Change
by jessamynbarnette (User #230418) on Monday, January 18, 2010 @ 5:19:56 PM (#4432)
I never watched the Tonight Show when Jay Leno was the host, Conan is my favorite host and I would follow him to whichever network or time slot he moved to. I think he show stay at 11:35 because he is clearly the favorite host on NBC or any other network.
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RE: NBC Lineup Change
by chevygirl (User #232672) on Monday, January 18, 2010 @ 5:19:56 PM (#4433)
I would watch what i wanted no matter what the time plus there are DVR'S
Reply
RE: NBC Lineup Change
by cattaz1 (User #201845) on Monday, January 18, 2010 @ 5:19:56 PM (#4434)
This whole deal is such a mess. They should have left everybody were they were to begin with. NBC is acting as stupid as ABC, which I try never to watch due to the way they cancel every new show without giving it a fair try.
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RE: NBC Lineup Change
by lhbbobo (User #225723) on Monday, January 18, 2010 @ 5:19:56 PM (#4435)
I do not like letterman. He is a hyprocrite, trying for laughs for being a dishonest man
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RE: NBC Lineup Change
by nujourney (User #212847) on Monday, January 18, 2010 @ 5:19:56 PM (#4436)
I enjoy Jay Leno's political satire more than I enjoy the other Late Night show hosts political humor.
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RE: NBC Lineup Change
by spenmay (User #221179) on Monday, January 18, 2010 @ 5:19:56 PM (#4437)
I usually watched the monologue. I watch the news followed by Jay's monologue. I haven't done so since Jay moved to prime time. That's my pattern.
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RE: NBC Lineup Change
by luanne (User #222643) on Monday, January 18, 2010 @ 5:19:56 PM (#4438)
I love Jay !!!
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RE: NBC Lineup Change
by nasuse13 (User #57464) on Monday, January 18, 2010 @ 5:19:56 PM (#4439)
i like late night tv ,but not that late or to early to interfear with my other shows
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RE: NBC Lineup Change
by bizjak (User #214679) on Monday, January 18, 2010 @ 5:19:56 PM (#4440)
NBC is not handeling this well.
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RE: NBC Lineup Change
by chana618 (User #226777) on Monday, January 18, 2010 @ 5:19:56 PM (#4441)
I think this was a good survey. Conan O'Brien should stay at 11:30 like his contract stated. It is wrong for Leno to take that spot again just because his 10:00 show did not work out. I will follow Conan to whatever network he goes to because he is being wronged.
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RE: NBC Lineup Change
by Siamese Cat (User #229458) on Monday, January 18, 2010 @ 5:19:56 PM (#4442)
Conan O'Brien is the best late night talk show host. Late night TV will be sad and lonely without him.
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RE: NBC Lineup Change
by bej383 (User #227650) on Monday, January 18, 2010 @ 5:19:56 PM (#4443)
NBC is trying to give Conan the shaft..Jay Leno should just take his money and retire from late night television like Johnny carson did.
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RE: NBC Lineup Change
by flowerlady2001 (User #220852) on Monday, January 18, 2010 @ 5:19:57 PM (#4444)
Leno needs an hour time slot not 30 minutes
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RE: NBC Lineup Change
by junad2 (User #227957) on Monday, January 18, 2010 @ 5:19:57 PM (#4445)
nbc should growup
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RE: NBC Lineup Change
by FORDHAM52 (User #211819) on Monday, January 18, 2010 @ 5:19:57 PM (#4446)
The late night shows are dominated by Jay Leno, and his move had us less watching his show. It was not the same atmosphere, a laugh before going to bed, was leno at 11:35PM. Happy to see him comeback.
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RE: NBC Lineup Change
by Romie1 (User #218958) on Monday, January 18, 2010 @ 5:19:57 PM (#4447)
I do not care when Jay Leno is on TV. I do not find him even slightly amusing. David Letterman however, ROCKS!
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RE: NBC Lineup Change
by Valkyrie (User #233019) on Monday, January 18, 2010 @ 5:19:57 PM (#4448)
I honestly didn't even know that Leno had changed time slots. I really don't care, Letterman and Ferguson are much better entertainment.
Reply
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RE: NBC Lineup Change
by randogski (User #205748) on Monday, January 18, 2010 @ 5:19:57 PM (#4449)
I have never cared for Leno too much.
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RE: NBC Lineup Change
by menanado (User #225357) on Monday, January 18, 2010 @ 5:19:57 PM (#4450)
Don't like Concan..don't care where he goes...just keep Jay
Reply
RE: NBC Lineup Change
by JackBurton (User #203043) on Monday, January 18, 2010 @ 5:19:57 PM (#4451)
I'd rather watch conan than jay. if jays show bombed in prime time, too bad, move on jay. keep conan as is
Reply
RE: NBC Lineup Change
by labrats10 (User #227046) on Monday, January 18, 2010 @ 5:19:57 PM (#4452)
all current late night show hosts are "bottom feeders" and MOT funny
Reply
RE: NBC Lineup Change
by lindyenright (User #221012) on Monday, January 18, 2010 @ 5:19:57 PM (#4453)
i think jay and conan should put the screws to nbc like the network has/is doing to them.
Reply
RE: NBC Lineup Change
by NascarladyL (User #206436) on Monday, January 18, 2010 @ 5:19:57 PM (#4454)
LENO SHOULD HAVE LEFT AS JOHNNY CARSON DID AND GIVEN CONAN A CHANCE. NBC IS AT FAULT FOR THE ENTIRE MESS. TIME FOR LENO TO GO ON THE ROAD
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RE: NBC Lineup Change
by cherylrose48 (User #97938) on Monday, January 18, 2010 @ 5:19:57 PM (#4455)
This was a horrible move on NBC's part. Glad they are fixing the problem.
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RE: NBC Lineup Change
by mmdoodle1 (User #209011) on Monday, January 18, 2010 @ 5:19:57 PM (#4456)
I wish they all would move from NBC to FOX
Reply
RE: NBC Lineup Change
by RichDykeman (User #223642) on Monday, January 18, 2010 @ 5:19:57 PM (#4457)
Conan O'Brien irritates me.
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RE: NBC Lineup Change
by jasoso (User #68666) on Monday, January 18, 2010 @ 5:19:57 PM (#4458)
I think Conan has been funnier than I've ever seen him during this time. There may be hope for him yet.
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RE: NBC Lineup Change
by jgiarrus (User #206802) on Monday, January 18, 2010 @ 5:19:57 PM (#4459)
Leno should go to Fox
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RE: NBC Lineup Change
by Savvydivanista (User #225592) on Monday, January 18, 2010 @ 5:19:57 PM (#4460)
move the NBC news to 10pm put leno at 11 Conan at midnite at Jimmy Fallon at 1am.... that is the best solution gives each man an hour for their show keeps the tonite show before midnite and works!!!!
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RE: NBC Lineup Change
by byhisside4ever (User #100555) on Monday, January 18, 2010 @ 5:19:57 PM (#4461)
for the record I HATE Gonad Obrian and WILL NOT watch him on ANY network
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RE: NBC Lineup Change
by mdoyle4446 (User #229328) on Monday, January 18, 2010 @ 5:19:57 PM (#4462)
This has become outrageous and I think the media should stop making it one of their most important issues.
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RE: NBC Lineup Change
by jenniekehr (User #51253) on Monday, January 18, 2010 @ 5:19:57 PM (#4463)
The question not asked is who would I rather watch Conan or Leno, and the answer is Conan.
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RE: NBC Lineup Change
by razmastr66 (User #227855) on Monday, January 18, 2010 @ 5:19:57 PM (#4464)
It's almost inevitable that someone's going to lose a boatload of money for this fiasco.
Reply
RE: NBC Lineup Change
by shooshoo (User #50388) on Monday, January 18, 2010 @ 5:19:57 PM (#4465)
Jay Leno is a better show with guests, skits (such as jaywalking) etc. Conan O'Brien is more for later night audience because of the content of his jokes. David Letterman wastes to much time saying Uhhhh.
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RE: NBC Lineup Change
by Bocephus (User #226992) on Monday, January 18, 2010 @ 5:19:57 PM (#4466)
Conan should be able to stay at his time slot if he wants
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RE: NBC Lineup Change
by ljb2367 (User #209044) on Monday, January 18, 2010 @ 5:19:57 PM (#4467)
i think conan is getting royally screwed jay leno should grow up and realise that his move failed and he should move on!
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RE: NBC Lineup Change
by JAAB1023 (User #200688) on Monday, January 18, 2010 @ 5:19:57 PM (#4468)
TV has gone downhill over the years
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RE: NBC Lineup Change
by SusieJD (User #217487) on Monday, January 18, 2010 @ 5:19:57 PM (#4469)
I love both Jay and David, it's a hard decission to make
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RE: NBC Lineup Change
by denmar (User #228100) on Monday, January 18, 2010 @ 5:19:57 PM (#4470)
I have difficulty watching their shows as late as they are on now because I have to get up so early. Moving them to even later time slots will make it even more difficult. Besides that, a 30 minute time slot for Leno doesn't seem long enough to have much of a show.
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RE: NBC Lineup Change
by alnilam (User #204251) on Monday, January 18, 2010 @ 5:19:57 PM (#4471)
Jay Leno retired from the tonight show and should stay retired!! having him on still in any time slot is not going to make me watch his show! and having him on 5 nights a week is the worst! I think the ratings have suffered because Jay is on 5 nights a week! Boot Jay keep Fallon and Conan and bring back shows to primetime. NBC take note enough with your crap prime time line up! the only reason I still watch NBC at all is because of Chuck, Heroes, Conan and Fallon, you let Medium go so now I watch it on CBS!! When I consider the parent company of NBC it seem obvious that NBC is just a tax write off! why else would you only put a couple of shows on that people want to watch and all of the good shows on Syfy and USA!
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RE: NBC Lineup Change
by rattlesnake (User #223884) on Monday, January 18, 2010 @ 5:19:57 PM (#4472)
Leno , trash all others
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RE: NBC Lineup Change
by aromney (User #230820) on Monday, January 18, 2010 @ 5:19:57 PM (#4473)
This entire issue just seems like a poor, poor and extremely unfair move on the part of NBC.
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RE: NBC Lineup Change
by moonscape50 (User #204183) on Monday, January 18, 2010 @ 5:19:57 PM (#4474)
What NBC did to Conan is disgusting, and this debacle has left me with a sour taste, re both NBC and Leno.
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RE: NBC Lineup Change
by Edmund (User #222167) on Monday, January 18, 2010 @ 5:19:57 PM (#4475)
i prefer letterman leno next
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RE: NBC Lineup Change
by roses2ndborn (User #213195) on Monday, January 18, 2010 @ 5:19:57 PM (#4476)
Jay Leno comes on too early its hard to remember to watch - it may be better to switch off Leno one night Conan one night and Fallon one night etc
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RE: NBC Lineup Change
by JEOBIE (User #211043) on Monday, January 18, 2010 @ 5:19:57 PM (#4477)
I ONLY WATCH THE FIRST HALF HOUR OF THE TONIGHT SHOW11:30PM TO 12 MIDNIGHT. LENO ON AT 10PM WAS NOT A GOOD TIME AS I USUALLY WATCH CABLE (FOX NEWS,HBO MOVIES ,ETC)
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RE: NBC Lineup Change
by Susan-McHone (User #200288) on Monday, January 18, 2010 @ 5:19:57 PM (#4478)
None, to say, except that I just don't like Conan period. He is gross!!
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