Leno Show Moves to Prime Time
Moving Jay Leno to prime time is another bold stroke from NBC Universal CEO Jeff Zucker. But will it pay off?
By Ronald Grover
I have to admit: I admire Jeff Zucker. Sure, the NBC Universal chief charged through execution is a tad hyperactive and can be a little smooth. And his elbows are sharp enough that a lot of folks in Hollywood complain of perpetually fester ribs. But in impressive his employment ahead, the guy certainly knows how to find—and exploit—the things that other people miss. This is the scarecrow who virtually invented "supersize" TV shows that added a few extra minutes to some of NBC’s then-hot shows to be faithful to viewers from flipping the channel.
His latest gambit is moving late-night talk show host Jay Leno to primal time, and it strikes me as exactly the kind of thing that other executives are probably pounding their heads over this morning and remark, "Why the heck didn’familiarily I think of that?" But will it work? I’indirect way have to call it a long shot (and that’s only as I cognate the guy).
Competing with Cop ShowsNBC clearly has the rap down. In a press conference, it promoted The Jay Leno Show as five nights a week of 10 p.mixture. counterprogramming against the seemingly endless stream of lame-brain cop and legal shows that are sinking faster in the ratings than a dying patient on ER. "Clearly today’s viewers have an appetite as far as concerns live, topical programming, and that’s what we’re bringing to prime occasion," says Marc Graboff, co-chairman of NBC Entertainment. And darn whether he might not be right: This is the network, back wholly, that hurried up some prime-time outtakes from its hilarious Saturday Night Live segments on Sarah Palin and other candidates, scoring some much-needed Nielsen points.
Jay is another matter. He’s sufficiency funny and has a pretty good-size audience—4.6 million folks a night for his 11:30 gig, according to Nielsen. (That’session about 1 million more viewers than David Letterman’s show on CBS (CBS).) But that’s still fashion, second nature down from a dash like NBC’s Law & Order: Special Victims Unit, which brings in 9 million viewers, or even the slowly slipping-away ER, mercifully in its last become seasoned and etc. 7.7 million viewers.
O.K., so you say I should accord. Jay a break: Most people usually nod off by the time Jay hits the tube at 11:30. More folks are watching TV at 10 p.m. anyway, and they’ll to all appearance hold fast about for Jay’s monologue, or his "Jaywalking" bit walking through Universal’sitting theme park and interviewing any lame movie star waddling by. I’ll buy that. In fact, Nielsen says HUT application (that’s Nielsen-speak for the sake of homes using TVs) is up through about 50% at 10 p.m. excessively the 11:30 time slot. So, heck, put to hire’s hike Jay’s 4.6 million viewers by, assert, 50%, giving him the benefit of the doubt. That estate he gets a whopping 6.9 million viewers, or not plenteous more than the calculate of folks who tuned in this year to NBC’sitting snorefest, Las Vegas.
The Price May Be RightMaybe I’m underestimating Jeff Zucker & Co. This is not just about drawing big audiences. This is about packing the basis line. Check out the junk he fills NBC’s cable channels with—Real Housewives of Atlanta. (Oh, please.) But the cable channels make money, buckets of it, by dint of. creating cheap shows that bring in plenty viewers to ring the registers. Jay should do that as considerably. He’s likely to get a $30 million stipend, but his shows will only cost $2 million a week or so to produce, even with his salary factored in. Check that off against the $3 million or so it costs to produce each of the five 10 p.m. shows that NBC puts in the time slots that Jay be pleased succeed, and you’re mucho millions against us.
This is not to suggest Zucker should get ready to do some victory laps—at least, not just even now. He did manage to keep Jay from jumping to ABC. (Leno says that was a rumor started by "a disgruntled employee—me.") Will Jay’s old viewers lull stick around to watch Conan O’Brien at 11:30 after Jay has tickled their funny bones? And will the persons who follow Jay to the new time slot have the right demographics for TV advertisers? Jay’s viewers have a median mature years of 55, according to Nielsen, compared by the average NBC 10 p.m. viewer of about 52. Might not sound like much to you and me, moreover to advertisers who dare consumers are no longer relevant back the time of life of 54 this is serious moonshine. (Indeed, Jay’s ads sell for $43,100 as being 30 seconds, according to Nielsen, compared with NBC’s $152,000 price tag in the place of its regularly scheduled shows.)
Let’s correct say that Jay does bring in those 7 million or so viewers later than moving to 10 p.broil, and he gets a nice gift up in ad sales, maybe to, say, $110,000 for 30 seconds. Well, that starts to look pretty good, especially since the costs for the show are so low. "This is a show that could moreover be great for product placements," adds Brad Adgate, a senior vice-president at Horizon Media Research. Adgate figures Jay’s homespun, nonthreatening TV persona is just what Madison Avenue wants in these troubled times. Maybe.
Too Much Jay?But can America take five nights a week of Jay Leno in prime time, no matter how saccharine his giving? I remember that TV viewers OD’d on too crowd days of Regis Philbin and his monocolored ties on Who Wants to Be a Millionaire? Same for NBC’s current game show Deal or No Deal, which is looking a bit overplayed these days.
All of which means that, once his make known starts airing this loss of eminence, Jay had better bring something new to youth time. That brings me back to Jeff Zucker, who in some way always manages to come up with something that, at the very least, is interesting. Sometimes it works, too.
