All across the country, NBC affiliates are cringing nightly as their once-healthy late night newscasts are experiencing huge drops in viewership. With 'The Jay Leno Show' as their new "lead-in" every night, stations in Baltimore to Kansas City and beyond are attracting fewer and fewer eyeballs to their prized newscasts, according to a report by the LA Times.
• In Baltimore, WBAL has gone from a neck-and-neck race for viewers with arch rival WJZ to being walloped nightly. They are now a distant No. 2, with the main being Jay Leno's performance towards the close of his show. In Charm City, he is attracting 51,400 fewer household than a year ago.
• In Leno's native Boston, WHDH's news ratings have slipped 17% compared with last October. Last April WHDH's owner, Ed Asnin, initially announced he wouldn't air 'Leno' but he eventually relented when NBC threatened to yank his affiliate status.
• In Kansas City, KSHB's ratings are down slightly from where it was a year ago, but its general manager is not happy. "I'm not pleased with what Leno is doing. I don't think anybody is," said Craig Allison. "I don't think any NBC affiliate wanted to wake up in the fall with a weaker lead-in to their late news."
During his debut week, Leno averaged 12 million viewers nightly. But now, he's attracting an average of about 5.6 million fans, which comes to about a third of the viewers the network drew last year with its slate of drama programs.
Members of the group "People for the Ethical Treatment of Animals" (PETA) wear chicken costumes as they protests outside the NBC television studios in Los Angeles on October 6, 2009. The group waved placards at passing motorists during the taping of The Jay Leno Show'' to protest McDonald's ads that will be screened on the program. PETA is campaigning for McDonalds to adopt more humane bird slaughter methods. AFP PHOTO/Mark RALSTON (Photo credit should read MARK RALSTON/AFP/Getty Images)
AFP/Getty Images
Members of the group "People for the Ethical Treatment of Animals" (PETA) wear chicken costumes as they protests outside the NBC television studios in Los Angeles on October 6, 2009. The group waved placards at passing motorists during the taping of The Jay Leno Show'' to protest McDonald's ads that will be screened on the program. PETA is campaigning for McDonalds to adopt more humane bird slaughter methods. AFP PHOTO/Mark RALSTON (Photo credit should read MARK RALSTON/AFP/Getty Images)
AFP/Getty Images
Members of the group "People for the Ethical Treatment of Animals" (PETA) wear chicken costumes as they protests outside the NBC television studios in Los Angeles on October 6, 2009. The group waved placards at passing motorists during the taping of The Jay Leno Show'' to protest McDonald's ads that will be screened on the program. PETA is campaigning for McDonalds to adopt more humane bird slaughter methods. AFP PHOTO/Mark RALSTON (Photo credit should read MARK RALSTON/AFP/Getty Images)
AFP/Getty Images
Members of the group "People for the Ethical Treatment of Animals" (PETA) wear chicken costumes as they protests outside the NBC television studios in Los Angeles on October 6, 2009. The group waved placards at passing motorists during the taping of The Jay Leno Show'' to protest McDonald's ads that will be screened on the program. PETA is campaigning for McDonalds to adopt more humane bird slaughter methods. AFP PHOTO/Mark RALSTON (Photo credit should read MARK RALSTON/AFP/Getty Images)
AFP/Getty Images
A member of the group "People for the Ethical Treatment of Animals" (PETA) wears a chicken costume as she protests outside the NBC television studios in Los Angeles on October 6, 2009. The group, dressed as chickens, waved placards at passing motorists outside the studio during the taping of The Jay Leno Show'' to protest McDonald's ads that will be screened on the program. PETA is campaigning for McDonalds to adopt more humane bird slaughter methods. AFP PHOTO/Mark RALSTON (Photo credit should read MARK RALSTON/AFP/Getty Images)
AFP/Getty Images
FILE - In this April 7, 2009 file photo, Jay Leno performs in what was being billed as "Jay's Comedy Stimulus Plan" at the Palace in the Detroit suburb of Auburn Hills, Mich. One thing is clear, and Leno's populist jokes reflect it: The country has been in no mood to celebrate ostentatious wealth, or those forces _ Wall Street chief among them _ seen to have brought us to such a precarious point. (AP Photo/Carlos Osorio, File)
AP
FILE - In this April 7, 2009 file photo, Jay Leno performs in what was being billed as "Jay's Comedy Stimulus Plan" at the Palace in the Detroit suburb of Auburn Hills, Mich. One thing is clear, and Leno's populist jokes reflect it: The country has been in no mood to celebrate ostentatious wealth, or those forces _ Wall Street chief among them _ seen to have brought us to such a precarious point. (AP Photo/Carlos Osorio, File)
AP
** FOR USE MONDAY, SEPT. 28 AND THEREAFTER ** FILE - In this April 7, 2009 file photo, Jay Leno performs in what was being billed as "Jay's Comedy Stimulus Plan" at the Palace in the Detroit suburb of Auburn Hills, Mich. One thing is clear, and Leno's populist jokes reflect it: The country has been in no mood to celebrate ostentatious wealth, or those forces _ Wall Street chief among them _ seen to have brought us to such a precarious point. (AP Photo/Carlos Osorio, File)
AP
BURBANK, CA - SEPTEMBER 14: (NO SALES, NO ARCHIVE; TABLOIDS OUT) Jay Leno tapes the inaugural episode of NBC's "The Jay Leno Show" September 14, 2009 in Burbank, California. (Photo by Justin Lubin/NBCU Photo Bank via Getty Images) *** Local Caption *** Jay Leno
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US comedian Jay Leno walks on the stage for the debut of "The Jay Leno Show" on September 14, 2009 in Burbank, California. The program will air nightly in NBC's coveted 10:00 pm (0500 GMT) slot, the first time in US television history that a major broadcast network has run a series five nights a week in prime time. Justin Lubin/NBCU via AFP == RESTRICTED TO EDITORIAL ONLY / CANNOT BE ALTERED / NO ARCHIVING / NO SALES / NO TABLOIDS / GETTY OUT == (Photo credit should read Justin Lubin/AFP/Getty Images)
AFP/Getty Images
From a business standpoint, a talk show makes sense. Its much cheaper than footing the bill for a pricey scripted drama.
But shifting away from dramas has so far backfired for the network, as it has limited the kind of content they can run earlier in the evening. Earlier this month, the network cut ties to one of its most promising new shows, the cop drama 'Southland,' because it felt it was too "gritty" for the earlier 9 p.m. time slot. Michael Cudlitz, one of its stars, called NBC brass "dumb f----ing people" for the decision.
It remains to be seen if other scripted dramas will feel the "Leno Effect," as it's being called in the industry. With 10 locked up for Leno, a show that tackles sensitive subjects, like sex-crime themed 'Law & Order: SVU,' must now air earlier. 'L&W' creator Dick Wolf is disappointed with NBC's decision to do away with five hours of scripted drama.
"I understand the economic thinking behind it, but it is sad," he told the LA Times last month, before 'Southland' was canceled.
Yet, if NBC is worried about the ratings, then they aren't showing it. They say affiliate ratings woes are being felt at other networks as well. "There is erosion in broadcast television each year," Jeff Gaspin, chairman of NBC Universal Television Entertainment, told the LA Times.
However, NBC is eroding faster than its competition. ABC is off only 9% in the 10 o'clock hour in viewers while CBS is up 1%.
GE, NBC's parent, insists they are pleased with Leno's ratings as a whole.
"Four weeks in, 'The Jay Leno Show' is exceeding our ratings estimates, as are Conan [O'Brien] and [Jimmy] Fallon. So we are happy with the 10 o'clock and late-night performance," GE Chief Financial Officer Keith Sherin said on Friday.
Local media critics disagree and see the experiment with a primetime talkfest as a failed endeavor. "The battle appears to be over in the new post-Leno era," longtime Baltimore Sun TV columnist David Zurawik recently wrote.
What if Leno's ratings don't improve? If local affiliates begin suffering huge financial setbacks and the network continues purging scripted dramas, could there be a change in the works? A few theories being bandied about:
• Move Jay to 10:30, so that local affiliates can deliver the news at 10 p.m. instead.
• Unlikely, but NBC could move Leno to 8 p.m. every night to free up the later hours for scripted comedies, dramas and reality programming.
• Even more unlikely, end the Leno experiment quickly and return to the old formats.
Most industry watchers aren't about to predict Leno's demise just yet, however. Scott Robson, editor-in-chief at AOL Television, believes the network has invested too much capital on Leno to just walk away.
"It would be shocking if NBC dumped Leno this early into his run," Robson tells PopEater. "First off, they bet the house on this move. And to make way for Jay, they also cleared the decks at 10 p.m., so they don't have much to plug in if he's booted."
"Then again," Robson adds, "NBC moves in mysterious ways these days. Never say never with these guys."
Mary-Louise Parker attends the 7th annual Best In Drag Show on October 18th in LA.
David Livingston, Getty Images
Kim Cattrall and Miley Cyrus shoot a scene for "Sex and the City 2" where they turn up for a movie premiere in the same outfit!
Pacific Coast News
Lily Allen leaves the Omega Constellation party and puts on a distinctive hot pink coat with a large hood.
Bauer-Griffin
Maroon 5's frontman Adam Levine heads home on his Harley-Davidson.
Pacific Coast News
Rachel Bilson sticks out her tongue at the cameras as she stops by Miauhaus Studios for a photo shoot.
Bauer-Griffin
Rose McGowan attends "The Imaginarium Of Doctor Parnassus" Premiere during day 4 of the 4th Rome International Film Festival.
Venturelli, WireImage
Tina Fey attends the Leukemia & Lymphoma Society's 2009 'Light The Night' walk over the Brooklyn Bridge on October 15th in New York City.
Astrid Stawiarz, Getty Images
Iman, Padma Lakshmi and Alicia Keys at Hammerstein Ballroom during Keep A Child Alive's 6th Annual Black Ball hosted by Alicia Keys and Padma Lakshmi on October 15th in New York City.
Kevin Mazur, WireImage
Tommy Lee and Nick Carter share a laugh backstage at Los Premios MTV 2009 held at Gibson Amphitheater on October 15th in Universal City, California.
Frank Micelotta, Getty Images
Khloe Kardashian and Kourtney Kardashian are met by paparazzi on their way to shop at Auntie Barbara's in Beverly Hills on October 15th.
Karma... Your programing dept. shouldn't have canceled Las Vegas. Had great viewership until you hid it out on the worst night of the week. Keep making the bad decisions, it seems to be working out for you.
i think you are right all the way and i am not a fan of Jay's at all probably a good thing because now im back in college after 25 yrs since high school and it makes me study more or i just watch another channel that does have the drama on it.
DIDN'T CARE FOR LENO BEFORE!! STILL DON'T CARE!!! NBC CARES LITTLE FOR VIEWERS. WOULDN'T MISS THEM IF THEY WERE GONE. WATCH CABLE FOR ENTERTAINMENT WHICH HAS PROGRAMS THAT ARE ENJOYABLE.
I loved Las Vegas especially with James Caan. Women were beautiful and the lead men were handsome and funny.It was great seeing the night life of Las Vegas also. Interesting some of the things they go through although occasionally scripts were lame.
I only watched the first show, but it was so bad it was almost painful to watch. There was not one thing funny about it. I'm tempted to say that Jay should do nothing but "Jaywalking", which is funny, but at the same time it's extremely depressing seeing firsthand how stupid, ignorant, and uneducated the average American is. That goes double for many of the people that post on these AOL sites, most of whom can't put together a coherent sentence.
Believe Jay will eventually come into his own with the new show. I've seen it twice and liked it but the current problem for me is I have to remember he's on at 10pm now and by the time I realize it, it's too late. Hard to break old habits. Give it another 6mos to a year.
I LIKE JAY AS WELL, BUT I DO FORGET TO WATCH UNTIL IT'S ABOUT TO GO OFF. I CAN'T STAND CONNAN'S SHOW! I WATCH DAVE. JAY SHOULD HAVE STAYED IN THE TIME SLOT WHERE HE WAS, TAKE CONNAN OFF. KEEP JIMMY F. IN CONNAN'S SPOT. DAVE'S COOL.
I agree with you totally....I like Jay and I to cannot remember he is on at 10:00 Besides that,Is NBC so strapped for money they had to take his desk?!?!?! Just not look right for one,Jay himself looks so miserable doing the format he is doing Face reality.....Put Jay back where he belongs... at 11:30 five nites a week There is NO WAY Conan is doing anything with ratings.. Everytime I have watched him he looks like it is his first year doing comedy (if you can call it that)
NBC's dramas are so old and tired. I have had 2 dogs die of old age during the time Law and Order and spin-offs have run. The comedys are not funny...any one seen Community. Leno is is less expensive and unless they get some hot producers and better product, he is a good alternative. I have changed my view habits. I did not watch NBC dramas( watched 10Oclock news and then Letterman. I am now watching Leno and part of NBC local news at 11. The locals need to realize they are in competition with cable news and more channels than are probably needed. It is not the good old days of Apple pie , Chevy and baseball.... Its opinion oriented news, Toyota and egg roll
Network TV has been dumbing-down its programming gradually for some time now, starting with reality shows and culminating with prime time talk shows. As the networks abandon scripted comedies and dramas to save money, they increasingly lose their artistic relevance. Kudos to cable TV for keeping the art in television.
It comes on at 9 in Texas. I have watched it every night. I didn't watch him very often on the tonight show as I would watch other things. I like it when he goes to peoples houses and visit them. I like headlines. His show is alot better than Conan or Jimmy or Letterman.
Wow what a stretch!!! So NBC doesn't like America and somehow The president is involved!? LMAO some of you folks will do anything to insult the president,believing your sounding witty but unfortunately it just makes you look like a huge ass!
WHAT THE HELL DOES BARACK OBAMA HAVE TO DO WITH NBC??? WHY does someone always have to bring the president up? Are you seriously trying to blame obama for NBC's ratings too???? seriously???/!!! Give it a break.
Comments
(716)Add a comment
Monday 19 October
By karen1459
Karma... Your programing dept. shouldn't have canceled Las Vegas. Had great viewership until you hid it out on the worst night of the week. Keep making the bad decisions, it seems to be working out for you.
Reply
Monday 19 October
By denise
i think you are right all the way and i am not a fan of Jay's at all probably a good thing because now im back in college after 25 yrs since high school and it makes me study more or i just watch another channel that does have the drama on it.
Monday 19 October
By ESTHER
DIDN'T CARE FOR LENO BEFORE!! STILL DON'T CARE!!! NBC CARES LITTLE FOR VIEWERS. WOULDN'T MISS THEM IF THEY WERE GONE. WATCH CABLE FOR ENTERTAINMENT WHICH HAS PROGRAMS THAT ARE ENJOYABLE.
Monday 19 October
By Paul
I loved Las Vegas especially with James Caan. Women were beautiful and the lead men were handsome and funny.It was great seeing the night life of Las Vegas also. Interesting some of the things they go through although occasionally scripts were lame.
Tuesday 20 October
By Don
Leno just sucks!!
Reply
Monday 19 October
By MICHAEL K
Jay give it up you had your chance...
Reply
Monday 19 October
By webb57
I only watched the first show, but it was so bad it was almost painful to watch. There was not one thing funny about it. I'm tempted to say that Jay should do nothing but "Jaywalking", which is funny, but at the same time it's extremely depressing seeing firsthand how stupid, ignorant, and uneducated the average American is. That goes double for many of the people that post on these AOL sites, most of whom can't put together a coherent sentence.
Monday 19 October
By KP
Believe Jay will eventually come into his own with the new show. I've seen it twice and liked it but the current problem for me is I have to remember he's on at 10pm now and by the time I realize it, it's too late. Hard to break old habits. Give it another 6mos to a year.
Reply
Monday 19 October
By DAISY
I LIKE JAY AS WELL, BUT I DO FORGET TO WATCH UNTIL IT'S ABOUT TO GO OFF. I CAN'T STAND CONNAN'S SHOW! I WATCH DAVE. JAY SHOULD HAVE STAYED IN THE TIME SLOT WHERE HE WAS, TAKE CONNAN OFF. KEEP JIMMY F. IN CONNAN'S SPOT. DAVE'S COOL.
Monday 19 October
By tom
I agree give it some time
Monday 19 October
By iamfbch
I agree with you totally....I like Jay and I to cannot remember he is on at 10:00
Besides that,Is NBC so strapped for money they had to take his desk?!?!?!
Just not look right for one,Jay himself looks so miserable doing the format he is doing
Face reality.....Put Jay back where he belongs...
at 11:30 five nites a week
There is NO WAY Conan is doing anything with ratings..
Everytime I have watched him he looks like it is his first year doing comedy (if you can call it that)
Monday 19 October
By Warren
NBC's dramas are so old and tired. I have had 2 dogs die of old age during the time Law and Order and spin-offs have run. The comedys are not funny...any one seen Community.
Leno is is less expensive and unless they get some hot producers and better product, he is a good alternative. I have changed my view habits. I did not watch NBC dramas( watched 10Oclock news and then Letterman. I am now watching Leno and part of NBC local news at 11.
The locals need to realize they are in competition with cable news and more channels than are probably needed. It is not the good old days of Apple pie , Chevy and baseball.... Its opinion oriented news, Toyota and egg roll
Reply
Monday 19 October
By Alan
Network TV has been dumbing-down its programming gradually for some time now, starting with reality shows and culminating with prime time talk shows. As the networks abandon scripted comedies and dramas to save money, they increasingly lose their artistic relevance. Kudos to cable TV for keeping the art in television.
Reply
Monday 19 October
By niz1959
It comes on at 9 in Texas. I have watched it every night. I didn't watch him very often on the tonight show as I would watch other things. I like it when he goes to peoples houses and visit them. I like headlines. His show is alot better than Conan or Jimmy or Letterman.
Reply
Monday 19 October
By Mark
Who cares about NBC? Does anyone still watch the National Barack Company?
Reply
Tuesday 20 October
By Sandy
Evidently enough people do, because the company is still doing business as usual.
Monday 19 October
By hi
talk about beating a dead horse.
move on and stop blaming the president for bad cable network programming.
Monday 19 October
By Bob
I don't watch the Obama loving, USA hating NBC PERIOD. Jay Leno's the best, but I'll only watch if he goes to FOX and perhaps ABC.
Monday 19 October
By nemoism
Wow what a stretch!!! So NBC doesn't like America and somehow The president is involved!? LMAO some of you folks will do anything to insult the president,believing your sounding witty but unfortunately it just makes you look like a huge ass!
Friday 23 October
By confusedinatlanta
WHAT THE HELL DOES BARACK OBAMA HAVE TO DO WITH NBC??? WHY does someone always have to bring the president up? Are you seriously trying to blame obama for NBC's ratings too???? seriously???/!!! Give it a break.