PEJ Quantifies 'Leno Effect'
Study shows late local news on NBC affiliates fell almost 20% in November ‘09
By John Eggerton -- Broadcasting & Cable, 1/13/2010 4:27:56 PM
Late local news on 186 NBC affiliates studied shows that the drop-off of local late news viewing was 19.7% in the November 2009 sweep vs. the same period a year ago, according to a just-released Project for Excellence in Journalism study of Nielsen data.That amounted to a collective loss of 1.8 million viewers, according to PEJ. Viewing of newscasts immediately following the Jay Leno Show were down even more at 21.9%.
By comparison, ABC stations viewership was down 9% compared to November 2008, while CBS ticked up slightly.
NBC has decided to pull the plug on prime time Leno in part to help affiliates who complained of the news drop-off.
Talkback
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This pretty much shows to me that Leno is the piece that needs to be removed here. It shows that he is not a ratings draw, and helped to sink the ship. Build around Conan -- he's younger and more likely to stay around longer. Who knows when Leno will decide to "retire" again.
Billy - 1/14/2010 9:59:31 AM EST
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