Remind me again why dumping "Nightline" for Leno is a good idea
UPDATED: "Nightline" also beat Letterman in the 18-49 demo. See below.
For the second week in a row, "ABC News Nightline" beat "Late Show with David Letterman" in total viewers, and the week of July 14, Letterman was airing five new shows. (For the week of July 7, "Nightline" beat a week of "Late Show" repeats.) It also beat Letterman among adults ages 25-54 and even ages 18-49.
As I'll explain below, comparing ABC's numbers to the other networks is a bit of an apples-oranges game. But it can no longer be denied that in viewers and 25-54, and some weeks 18-49, "Nightline" has made it a race for second place. What was considered a fluke just eight months ago is now a full-on trend.
It is now unequivocally clear that ABC's decision in 2005 to send Ted Koppel to pasture — in place of Terry Moran, Cynthia McFadden and Martin Bashir, above — and to replace his single-topic format with something zippier, has delivered as promised. So the question for ABC's entertainment division is whether Jay Leno will also deliver as promised on what has been rumored to be a bank-busting talent deal to bring him over as host of a new late-night hour, replacing "Nightline," in 2010 after his NBC deal expires.
Here are the numbers for July 14 from Nielsen and ABC:
TOTAL VIEWERS A25-54/Rtg A18-49/Rtg
ABC “Nightline” 3,080,000 1,380,000/ 1.1 1,120,000 / .9
CBS “Late Show” 2,950,000 1,220,000/ 1.0 980,000 / .7
NBC “Tonight” 4,340,000 1,770,000/ 1.4 1,510,000 / 1.2
Those numbers reflect ABC's half hour versus CBS's and NBC's full hours. The full ABC release is below.
As I argued earlier this week, the timetable for the NBC late night transition totally favors Conan O'Brien. If he and NBC play their cards properly, and I think they will, and if Leno goes to ABC, it is highly possible he will be where "Nightline" is now, going toe-to-toe with Letterman. I thought those days were behind Jay.
According to Nielsen Media Research for the week of July 14, 2008, ABC News’ “Nightline” outperformed CBS’ “Letterman” among Total Viewers and Adults 25-54 for the second week in a row. This is “Nightline’s” thirteenth victory over “Letterman” among the key A25-54 demographic this season and the tenth victory (plus two ties) over CBS among Total Viewers. “Nightline” also increased 3rd quarter to date, while the competition declined.
The program also continues to grow compared to last year among Total Viewers and Adults 25-54 while the competition declines double-digits. With 1.38 million Adults 25-54, “Nightline” grew 3% compared to the same week last year-- the seventh week in a row “Nightline” has experienced growth or stayed even in the key demo. In comparison, “Letterman” declined 29% and “Leno” dropped 21% vs. the same week one year ago.
Among Total Viewers, the program posted 3.08 million, a 7% increase compared to last year while “Letterman” declined 16% and “Leno” declined 14%.
“Nightline” also continues to close the gaps with CBS’ “Letterman” and NBC’s “Leno” among Total Viewers and Adults 25-54. Season to date, “Nightline” closed the Adults 25-54 gap with “Letterman” by 79%, and with “Leno” by 51%. “Nightline” also closed the total viewing gap with CBS by 60%, with NBC by 37% season to date. Year to date, “Nightline” closed the A25-54 gap with “Letterman” by 67%, with “Leno” by 40%. Finally, compared to the same week last year, “Nightline” closed the Adults 25-54 gap with “Leno” by 57% and by 41% among total viewers.
ABC News’ “Nightline” is anchored by Cynthia McFadden, Terry Moran and Martin Bashir. John Donvan and Vicki Mabrey are correspondents. James Goldston is the executive producer. The program airs weeknights at 11:35 p.m., ET on the ABC Television Network.
