New NBC Lineup More Likely to Decrease Conan's Viewership than Leno's
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?
I will be more likely to watch his show at the 11:35 time slot
I will be less likely to watch his show at the 11:35 time slot
I will be just as likely to watch his show at the 11:35 time slot
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?
I will be more likely to watch his show at the 12:05 time slot
I will be less likely to watch his show at the 12:05 time slot
I will be just as likely to watch his show at the 12:05 time slot
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 (firstname.lastname@example.org). 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.
by (Anonymous User)
on Monday, January 18, 2010 @ 5:19:56 PM (#4421
thanks! this needs reader/viewer opinion
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NBC finally is correcting their mistake.
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.
I hope Jay Leno goes back to the way his show used to be at 11:30pm
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
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.
They could cut conan out for all I care, don't watch him, but I do watch Jay Leno
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!
I like Jay Leno he's the funniest and best host since Johnny Carson and Arsenio Hall
Cannot stand Conan O'Brien and will not watch him at any time.
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.
I would watch what i wanted no matter what the time plus there are DVR'S
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.
I do not like letterman. He is a hyprocrite, trying for laughs for being a dishonest man
I enjoy Jay Leno's political satire more than I enjoy the other Late Night show hosts political humor.
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.
i like late night tv ,but not that late or to early to interfear with my other shows
NBC is not handeling this well.
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.
Conan O'Brien is the best late night talk show host. Late night TV will be sad and lonely without him.
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.
Leno needs an hour time slot not 30 minutes
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.
I do not care when Jay Leno is on TV. I do not find him even slightly amusing.
David Letterman however, ROCKS!
I honestly didn't even know that Leno had changed time slots. I really don't care, Letterman and Ferguson are much better entertainment.
by kujlbgvm (Anonymous User)
on Friday, March 25, 2011 @ 11:09:34 PM (#6502
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I have never cared for Leno too much.
Don't like Concan..don't care where he goes...just keep Jay
I'd rather watch conan than jay. if jays show bombed in prime time, too bad, move on jay. keep conan as is
all current late night show hosts are "bottom feeders" and MOT funny
i think jay and conan should put the screws to nbc like the network has/is doing to them.
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
This was a horrible move on NBC's part. Glad they are fixing the problem.
I wish they all would move from NBC to FOX
Conan O'Brien irritates me.
I think Conan has been funnier than I've ever seen him during this time. There may be hope for him yet.
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!!!!
for the record I HATE Gonad Obrian and WILL NOT watch him on ANY network
This has become outrageous and I think the media should stop making it one of their most important issues.
The question not asked is who would I rather watch Conan or Leno, and the answer is Conan.
It's almost inevitable that someone's going to lose a boatload of money for this fiasco.
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.
Conan should be able to stay at his time slot if he wants
i think conan is getting royally screwed jay leno should grow up and realise that his move failed and he should move on!
TV has gone downhill over the years
I love both Jay and David, it's a hard decission to make
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.
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!
This entire issue just seems like a poor, poor and extremely unfair move on the part of NBC.
What NBC did to Conan is disgusting, and this debacle has left me with a sour taste, re both NBC and Leno.
i prefer letterman leno next
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
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)
None, to say, except that I just don't like Conan period. He is gross!!