Viewers are Most Likely to Watch Lopez Tonight Among New Late Night Shows
Majority believe racial or ethnic diversity is important on late night talk shows
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?
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.
I'm glad to know these new late night shows are coming on because I didn't know about them. Thanks.
What I saw of George Lopez whetted my interest. I think it might be a good late night show.
These shows will help late night tv not to be so boring.
hope they are as good as what we have now
So much for living in a post racial society..."why can't we all just get along???"
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I look forward to watching these new talk shows.
This survey introduced me to a couple I was not aware of .
Not listing MO'Nique has nothing to do with her ethnicity. I just don't particularly care for her as a comic. On the other hand, I love Wanda Sykes and George Lopez and think both will do a great job with their shows!
i will definitely review the Wanda Sykes show
It is not really an importance to begin with. People who make it an importance are the ones who have a racial issue.
Personally I think race etc. is a non issue.......I prefer to watch how the host performs and treats the guests
There are already very funny people on late night TV. And there have been funny people of differant races. I don't like any of the shows that G. Lopez has been in, I won't watch him on late night either
i like what george lopez said if we can change the whitehouse we can change late night tv i think he said it all
I think it's time for something new, a little competition
is good
really not at al interested.... not because of the the ethnic.. like more family friendly fare
HARD TO CHOSE.. I GREW UP WITH JOHNNY CARSON.. IT WAS SIMPLER IN THOSE DAYS AND NO EMBARASSING OFF "COLOR" JOKES..... CLEAN AND FUNNY... WELL MAYBE A FEW SUGGESTIVE ... BUT THESE NEW FOLKS ARE FUNNY...I LOVE GEORGE LOPEZ...MY SIS WATCHED HIM EVERYDAY
I think too much emphasis is put on race when it comes to things like this. It should just be about the talent, which is all I ever look for.
Fun to watch a clip and consider my interest level throughout.
This was an interesting survey and I learned about new programs.
Being a huge fan of talk shows i am quite pleased to finally see some color on talk shows, however, i don't believe they'll be that much better than the ones before.
learned about these new shows
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I don't car for Wanda Sykes so I would never watch any show she was hosting
It was interesting. I was initially not interested in the Lopez show but became very interested later.
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I think it is a good idea to get feedback about introducing racial diversity into late night.
I think that the new shows will hit it off great
I do have my favorites on late night tv however my likes just might change!
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AFAICT you've coveerd all the bases with this answer!
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I have seen George Lopez in person and he is a racist! I would not recommend him to anyone. I am not a racist and he deeply offended me.
I dont care what race they are as long as its interesting. Anyway I rarely watch any late night shows, too late at night
I don't care for late night talk shows. And too often the 'ethnic' shows are especially offence since they all revolve around crass langague and sexual suggestion presented as 'humor'. Mocking people and insulting them is NOT funny, nor is blatant sexual innuendo a sign of respect or attraction.
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Late night talk shows are not for everyone--some people need to sleep in order to get up early for work--thankful I have a job!!! I will not jeopradize my job to watch anyone (white, black, Latino, etc) bash and ridicule other people.
I want to see Ellen Degeneres on late night....the absolute BEST show on the air....blows the late night boys (and Oprah!) away
it is only news reports like this that remind people of diversity.....I might have watched one of the shows to be entertained but not now
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