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Leno's Ratings Tumble

Real prime-time shows beat talk show every night

By Kevin Spak,  Newser Staff

Posted Oct 7, 2009 1:31 PM CDT
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(Newser) – Here’s one headline Jay Leno won’t want to read. Ever since the fall TV season began in earnest Sept. 21, the former king of late night has been getting his keister kicked in primetime. He’s finished in last place every single night, with his numbers falling steadily and hitting a new low of 4.5 million viewers on Monday. Over those first two weeks, he represents a 25% dropoff from NBC’s 10pm offerings last year.

But NBC isn’t giving up yet. Leno will air new content 46 weeks a year, and they’re betting his numbers improve once the dramas and comedies go into reruns. "If not, it's particularly troublesome," says one ad firm representative. A network executive maintains the weak rating aren't Leno's fault. "The issue is not Jay. It's our lead-in to Jay." He is "still the right strategy if our 8-to-10 (lineup) is stronger."

Jay Leno speaks during the NBC Network portion of the 2009 Summer Television Critics Association Press Tour.
Jay Leno speaks during the NBC Network portion of the 2009 Summer Television Critics Association Press Tour.   (Getty Images)
In this Aug. 5, 2009, file photo, Jay Leno attends the NBC Summer press tour party in Pasadena, Calif.
In this Aug. 5, 2009, file photo, Jay Leno attends the NBC Summer press tour party in Pasadena, Calif.   (AP Photo/Dan Steinberg, File)
Jay Leno performs a standup routine in this April 7, 2009, file photo.
Jay Leno performs a standup routine in this April 7, 2009, file photo.   (AP Photo/Carlos Osorio, File)
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COMMENTS
Showing 3 of 17 comments
NxBigmouthery
Oct 8, 2009 11:43 AM CDT
Aren't they on at different times of night?
bewilderbeast
Oct 8, 2009 11:03 AM CDT
I'm gonna go with Americans are growing up and need more intellectually challenging stuff these days.
memphibian
Oct 8, 2009 3:32 AM CDT
The real question is, will NBC weasels start buying/shooting real programming PDQ?

 
NBC • Nielsen Ratings • Jay Leno • late night talk show • late night host • TV ratings • primetime TV • The Jay Leno Show

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