How Social Media is Changing the Late Night TV Landscape
By the end of the night on March 2, 2009, new “Late Night” host Jimmy Fallon had scored big, attracting 2.9 million viewers — a full million more than his competitor in the time slot, Scottish comedian Craig Ferguson. It was one of the best debuts in recent memory for a late night show, beating Ferguson’s 2005 premiere, and Jimmy Kimmel’s debut on ABC in 2003 (in a time slot a half hour earlier). Fallon’s ratings have leveled off a bit in the three months since his debut, but he’s still managed to win his time slot in 53 of his first 55 nights, and holds a 69% ratings advantage over Ferguson in the valuable 18-34 year old demographic. One of the reasons Fallon might be doing so well, so quickly, is his superior use of social media compared to his competitors.
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