Who Says Jay Leno's Image Has Been Hurt?

I've been receiving numerous press queries this week asking whether I think the hit Jay Leno's image took wll hurt his ratings when he returns to 11:35pm as host of the Tonight Show.

I'm not sure where this gibberish began, but Jay Leno's image with his fans has not soured at all.  Perhaps it is simply a combination of the press looking for a story, combined with passionate Conan tweeters.  While Conan fans may be justified in their anger, it really has no impact on Leno (they have largely different audience bases).

It should also be noted that the average median age of Jay Leno on the Tonight Show was 54.  This means half of his viewers are 55 or older - generally an age group that is very loyal. There's no reason not to expect them to happily welcome him back to his old time slot.

NBC's Tonight Show promos during the Winter Olympics have been excellent.  During the first week the promos focused on the fact that Jay Leno was back where he belonged at 11:35pm.  The second week of promos has been centering on his first week of high-profile guests, including Olympic gold medalists.  Both promos are excellent, and should serve to draw viewers to his return.

I'd be surprised if Leno did not take back his time-period lead over Letterman at 11:35pm

On another point, Leno's performance at 10pm was exactly what I predicted it would be when the move was first announced.  NBC's rating estimates were not far off (I believe they were actually slightly lower than mine).  So any talk that he underperformed or did not meet rating expectations is nonsense. 

Comments

[Adam Stabelli]

Do you work for NBC?

[Steve Sternberg]

Not at all. I've been one of their biggest critics. This mess was not Leno's fault, it was NBC's fault for promising Conan Leno's Job several years ago.

[Doug]

I think people are just annoyed that someone is pointing out the truth, and that it doesn't jive with what THEY think is reality (Conan = God, Jay = scum).

[Jahnavi]

Initially, I thought his image was hurt because I'm used to watching his show late night and then NBC switched his show to air before News. I heard and read articles where critics said his ratings went down because of the switch. I'm just glad they are switching him back to his original time.

[Carl LaFong]

The Adult 18-49 rating that NBC guaranteed to advertisers for The Jay Leno Show ranged from 2.1 to 2.5 depending on the night of the week. The show underperformed that guarantee by a large amount.

[roy wilson]

I am 54. I like Jay. But in his Oprah interview, Jay said "They offered me my old job back, and I took it. What's wrong with that?" The problem with that is it shows a complete lack of integrity. Leno can try to look like the nice guy weathering the storm, but it doesn't change the fact that Conan took the high road and Leno took the selfish road. Their ratings will probably return, because integrity, decency and honor are apparently things of the past, but I am done with the Tonight Show.

[letterman_fan_now]

Agreed. Leno and NBC both could have shown more class.

[penis ring]

looking forward to arriving in June to see what for many will be the world messi and Argentina will be expected if the surprise, I hope this does not happen after the last world is expecting much from Ronaldinho and that never came, thanks for the blog .

[cialis online]

I just moved to the US and I'm having trouble finding international and national news merged into one show. I just want the traditional news where the anchor reads the introduction, he/she talks about it, a video is shown and she just moves onto the next story.

I dont' want a discussion show, just traditional news :) Thank you. Please tell me what channel the show is on and what time as well as the timezone you're referring to. Thank you

[Messi]

With all do respect to the great Jay Leno, In those days there are a lot of greater men like Messi, Ronaldo and Xavi, that sure can make him a hurt a little more by some rating stealing :)

[Yarik]

I thinks as Messi "With all do respect to the great Jay Leno"

[edT]

LOL! you must be over 50, cause thats the demo that Jay pulls. Conan is MUCH superior in 18 - 49 year olds.

[Dr Games]

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[net games]

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[Doodle Devil]

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[GunBlood]

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[shay]

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[shay]

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[בדיקות קרינה]

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[xryho khksho]

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[משחקי בנות]

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[Ashely]

Good thought of yours. Keep posting like this.

[Dating agencies Review]

Initially, I thought his image was hurt because I'm used to watching his show late night and then NBC switched his show to air before News. I heard and read articles where critics said his ratings went down because of the switch.