Less Snooze, More News
Dec. 6, 2006 — -- When Stephen Colbert was a guest on "Late Night with David Letterman" in October, he tweaked the show's host.
"We're on right now, we're opposite you right now," said Colbert, whose "Colbert Report" on Comedy Central airs at the same time as Letterman's show. "I'm actually telling my audience to watch me on this show."
Letterman responded, "I appreciate it. [We'll] take all the help we can get."
Maybe the longtime late-night host, who just signed a $35 million-a-year deal to stay on the air until 2010, was reading the tea leaves when it comes to his own ratings.
Letterman's audience, along with that of rival "Tonight Show with Jay Leno," has declined, as the Nielsen ratings for both shows slipped 6 percent compared with a year ago, according to Media Life trade magazine.
And Colbert has every reason to feel generous about his audience. The number of households watching "The Colbert Report" and John Stewart's "Daily Show," the news block of Comedy Central's late-night lineup, have increased almost 7 percent compared with a year ago, according to Nielsen.
And it's not just fake news that's attracting viewers. "Nightline," which is devoted to serious reportage, also added viewers, as ratings grew 4 percent compared with last year.
Overall, the audiences for the late-night legends still dwarf the news programs. At 4.4 million, Leno attracts almost four times as many viewers as Stewart.
But expect the current trends to continue. "You have a new generation of viewers looking for alternatives," says Marc Berman, senior editor at MediaWeek.
"Leno's been on for over a decade, and people are getting to a point where they're tired. It will continue to decline. The erosion for Leno and Letterman will continue since their audience is aging."
Current events are also driving more viewers to tune in to news, both fake and real. "It's an election year, and the war in Iraq is dominating headlines, so it's natural that you have people tuning in to news," says Kathleen Hall Jamieson, director of the Annenberg Public Policy Center at the University of Pennsylvania.
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