NBC's Local Affiliates Suffer Ratings Blow: Is Jay Leno to Blame?
by Andrew Scott, posted Oct 2nd 2009 5:45PM
If premiere week numbers are any indication, Jay Leno could spell major trouble for NBC's local affiliates.Numbers are down in double digits for both 'The Jay Leno Show' (10PM) and the 11PM news programs in New York, Los Angeles, Chicago, Philadelphia and Dallas, Neilsen's top five markets. According to the Wrap, the New York-based WNBC took a major hit in the adults 25-54 demo, falling 65 percent in the 10PM hour, and 37 percent at 11PM. Meanwhile, competing networks fell significantly less, or -- in the case of WCBS --actually increased. Similar patterns were experienced by the remaining four markets.
If premiere week numbers are any indication, Jay Leno could spell major trouble for NBC's local affiliates.Numbers are down in double digits for both 'The Jay Leno Show' (10PM) and the 11PM news programs in New York, Los Angeles, Chicago, Philadelphia and Dallas, Neilsen's top five markets. According to the Wrap, the New York-based WNBC took a major hit in the adults 25-54 demo, falling 65 percent in the 10PM hour, and 37 percent at 11PM. Meanwhile, competing networks fell significantly less, or -- in the case of WCBS --actually increased. Similar patterns were experienced by the remaining four markets.
The Wrap points out that it may be too soon to pull the alarm, considering 'Leno''s early numbers were inflated due to the hype; it also faced heavy competition from ABC, CBS and Fox's biggest shows, including 'The Mentalist' and a two-hour 'Grey's Anatomy.'
However, 'Leno''s ratings have continued to slip this week; last night's episode matched the show's lowest rating ever in the 18-49 demo (1.6, 5 million viewers). By comparison, 'Private Practice' (11.5 million) earned a 4.5, while 'The Mentalist' (15.18 million) remained strong with a 3.7.
Even worse, a new report from TiVo shows that 46 percent of 'Leno''s audience records the show and watches it at a later time. This contradicts NBC's original theory, which argued that 'The Jay Leno Show' would be TiVo-proof due to its timely subject matter.
Suddenly, Jay's headlines aren't so funny anymore.
All week, we here at AOL TV have been questioning the fate of NBC, which is currently suffering from low ratings across the board. If Leno's numbers continue to tank, should he take some of the blame? Or is he really just a small part of a larger problem? Post your theories below.
