Letterman retirement gives CBS chance to draw younger viewers to late night
Published on Apr 6, 2014 10:36 AM
LOS ANGELES (REUTERS) - David Letterman's surprise retirement announcement gives CBS a much-needed chance to lure younger viewers to his late-night television time slot, matching the recent elevation of Jimmy Fallon that re-energised rival NBC's Tonight Show franchise, according to media executives.
Since the 39-year old Fallon succeeded Jay Leno as star of The Tonight Show, NBC's ratings for the 11.35pm hour have jumped both in overall audience numbers and among the key demographic of viewers aged 18 to 49 that advertisers most desire.
The surge comes as a larger number of young viewers are tuning in to Fallon, a veteran of Saturday Night Live, as he masquerades in elaborate skits as rock stars and politicians, or plays Egg Russian Roulette with celebrity guests willing to risk having raw eggs smashed over their heads on national television.
In the most recent Nielsen ratings, The Tonight Show Starring Jimmy Fallon averaged 5.2 million viewers, up 41 per cent from Leno's numbers before his February departure from NBC.
To continue reading, log in if you are a subscriber
Enjoy 2 weeks of unlimited digital access to The Straits Times. Get your free access now!