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Viewers Fleeing ‘Leno&#8217 and NBC at 10 p.m., but Where Are They Going?

Jan 4, 2010  •  Post A Comment

As most industry observers predicted, NBC’s move of putting Jay Leno on Monday through Friday at 10 p.m. has meant a huge loss of  viewers to the network at that hour. The question has always been, "Where will those viewers go?" 

Will, it ain’t broadcast,  Media Life reports.

According to Nielsen data, as crunched by Turner Broadcasting, Media Life says that the broadcast viewing by those in the 18- to 49-year-old demo has dropped 14 percent this season at 10 p.m., thanks to the NBC move. That translates to a ratings point drop of 1.3 thus far this season.

The NBC decline isn’t really helping CBS or ABC, the only two broadcast networks that program national shows during that 10 p.m. hour. CBS is flat in the 18-49 year old demo, season-to-date, the article says, and ABC is up just a tenth of a rating point in that same demo during the M-F 10 p.m. hour.

The article then states that at the same time "ad-supported cable is up 1.6 points in the demo during the 10 p.m. hour."

Some of the cable shows airing during that hour include TNT’s “Men of a Certain Age,” FX’s “Sons of Anarchy,” Bravo’s “Real Housewives of Atlanta” and “Top Chef,” Lifetime’s “Project Runway,” MTV’s “Teen Mom” and TBS’s “House of Payne.”

–Chuck Ross

2 Comments

  1. I have always watched the news on the Fox Affiliate in the 10:00pm slot then the NBC affiliate version at 11 then Leno. A habit is hard to break and we still watch the 10 and 11pm news and go to bed afterward. Sorry Leno, maybe Comcast will let you move back if/when the deal is finalized.

  2. maybe 10 P.M. has now become boomer internet/computer time.

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