Jimmy Kimmel's Big Move - Alex Petrilli-TiVo

On January 8 2013 Jimmy Kimmel will move to 1135pm on ABC competing headtohead with NBC39s Jay Leno and CBS39 David Letterman What makes this move particularly significant is that Jimmy Kimmel is already an established late night presence This isn39t the infamous launch of Joan Rivers on Fox going up against Johnny Carson or Pat Sajak39s short lived late night show in 1989 Ten points if you can name what network launched that late night debacle Quite the opposite Kimmel has been successful in late night for close to ten years already he debuted on January 26 2003 following Tampa Bay39s defeat of the Raiders in Super Bowl XXXVIIWe39ve used TiVo Research and Analytics data to evaluate the current state of late night viewing and we39ve got some hunches about the possible effects of Kimmel39s temporal relocation The first point worth noting is that over the past several months MarchJuly 2012 Kimmel has consistently delivered the highest percent of live viewing compared with Leno or Letterman Couple that with the 23 of live viewers who watch Leno or Letterman39s opening monologues and then switch over to Kimmel at midnight and there might be cause for concern in the halls of CBS and NBC Here39s another fact that might be of interest to these networks 50 of the live Jimmy Kimmel viewers also watch either Leno or Letterman live which means they will have to make a choice come JanuaryIn our review of some key audience characteristics you can see in this chart that Kimmel reaches a more upscale audience compared to the more seasoned talkers Indexing the target rating to the overall household rating ABC39s offering scores better with upper education income occupation and familiesNow we turn our attention to actual consumer behavior and find a similar story with the Kimmel viewers They appear to be consumers that are more readily spending money in vital sectors than the LettermanLeno audience Digging a little deeper into the TiVo Research and Analytics audience insights we find Kimmel39s viewers are using their credit cards and investing in their future while still finding time to eat out and go to see the latest new theatrical releaseIn a review of CPG product spending our data reveals that Kimmel39s audience indexes higher than its late night brethren in everything from hair conditioner to cold cereal to skin care product purchase In fact a focus on the mouthwash category finds that Kimmel scores a Household Rating Index of 1245 while Letterman is at 998 and Leno comes in third at 880Lastly a review of the top advertisers for May 2012 suggests that the agencies may not be fully aware of these audience characteristics Some movie studios spend more than twice as much on Leno and Letterman as on Kimmel if they buy him at all Credit card companies also seem to prefer the late night veterans to Kimmel while investment firms as a group seem to be missing a lucrative genre all together because only one advertised in any of the top three late night talkers in May 2012 And that one investment company allocated a significantly higher portion of its budget to the established CBS and NBC late night offerings rather than the new kid ten years on the blockHow will all this play out when January 8 rolls around What will the viewers39 and advertisers39 reaction be to this seismic shift in late night viewing Will DVRs be working overtime or will Leno and Letterman39s long reign at the top finally come to an endOur apologies to Matt Damon we ran out of spaceThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Jimmy Kimmel's Big Move - Alex Petrilli-TiVo

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Alex Petrilli

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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Jimmy Kimmel's Big Move - Alex Petrilli-TiVo

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