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With Conan on Deck, NBC Thinks Young

Subversive, cerebral humor will attract younger audience, say execs

By Elizabeth Wolff,  Newser User

Posted Nov 3, 2008 10:20 AM CST
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(Newser) – With the Tonight Show's June transition from Jay Leno to Conan O’Brien on the front burner, NBC is already anticipating a jump in younger viewers. The June handover "is as important an event as is going to happen to this company in 2009," an NBC VP tells Advertising Age. Even with Jon Stewart and Stephen Colbert dominating late-night buzz, NBC's signature property made $255.9 million in ad dollars last year.

Although NBC is publicly confident that O'Brien's edgier comedy will work as well at 11:35 as it does an hour later, "I think some of the older crowd will consolidate and go to Letterman," one advertiser predicts. But "it's still The Tonight Show, and it still has a desk and a chair and a couch and a performance area and the band," said the VP. "Those things have been familiar to viewers since 1954."

Conan O'Brien reacts as and Republican presidential candidate Sen. John McCain, R-Ariz. feigns dozing off as a joke about his age, on the set of Late Night with Conan O'Brien.
Conan O'Brien reacts as and Republican presidential candidate Sen. John McCain, R-Ariz. feigns dozing off as a joke about his age, on the set of "Late Night with Conan O'Brien."   (AP Photo/NBC, Dana Edelson)
Conan O'Brien, center, of Late Night with Conan O'Brien mock-punches Jon Stewart, left, from Comedy Central's The Daily Show with Jon Stewart and Stephen Colbert of The Colbert Report.
Conan O'Brien, center, of "Late Night with Conan O'Brien" mock-punches Jon Stewart, left, from Comedy Central's "The Daily Show with Jon Stewart" and Stephen Colbert of "The Colbert Report."   (AP Photo/NBC, Dana Edelson)
Host Jay Leno, on the occasion of the 50th anniversary of The Tonight Show, announces that in 2009, he will be turning over the mike to NBC's Conan O'Brien.
Host Jay Leno, on the occasion of the 50th anniversary of "The Tonight Show," announces that in 2009, he will be turning over the mike to NBC's Conan O'Brien.   (AP Photo/NBC, Paul Drinkwater, File)
Conan O'Brien holds the awards for outstanding writing for a variety, music or comedy program for Late Night with Conan O'Brien, July 20, 2008.
Conan O'Brien holds the awards for outstanding writing for a variety, music or comedy program for "Late Night with Conan O'Brien," July 20, 2008.   (AP Photo/Chris Carlson, File)
ILate Night with Conan O'Brien star Conan O'Brien listens to the audience May 12, 2006, in Chicago.
I"Late Night with Conan O'Brien" star Conan O'Brien listens to the audience May 12, 2006, in Chicago.   (AP Photo/NBC, Dana EdelsonFile)
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