SALON

Monday, Jan 7, 2013 8:46 PM UTC

Jimmy Kimmel moves to late-night’s sweet spot

By

Topics: From the Wires,

Jimmy Kimmel moves to late-night's sweet spotFILE - This Nov. 12, 2012 file photo shows Jimmy Kimmel at the TV Guide Magazine's 2012 Hot List Party at Skybar at the Mondrian Hotel in West Hollywood, Calif. Kimmel is moving to the heart of late-night on Tuesday, Jan. 8, 2013 to face Jay Leno and David Letterman. (Photo by Todd Williamson/Invision/AP, file) (Credit: Todd Williamson/invision/ap)

LOS ANGELES (AP) — During production of his final post-midnight show, Jimmy Kimmel’s studio audience waited patiently while he taped a string of promotional spots.

“Hey, Denver: You, me, now at 10:35. Let’s not be weird about this,” the host quipped to the camera in his Hollywood Boulevard studio.

“This will be good for us,” Kimmel said earnestly in another local station promo.

The message in each spot — whether “Jimmy Kimmel Live” is on at 11:35 p.m. in the East and West or earlier elsewhere — is that Kimmel will be playing in the same league as veterans Jay Leno and David Letterman, starting Tuesday with guests Jennifer Aniston and No Doubt.

The message Kimmel delivered to a recent teleconference was equally concise: He won’t be changing his style for the move, pushing aside conventional wisdom that edgier late-night humor won’t play in Peoria or elsewhere before the clock strikes 12.

It’s “Jimmy Kimmel Live,” after all, that has given the world such brashly funny videos as the Matt Damon-Sarah Silverman musical romp with bleep-worthy lyrics.

“There’s this idea that you need to broaden the show or make it … more wholesome or something like that. And I think that’s a little bit out-of-date, that perception,” Kimmel told reporters.

“I guess only time will tell,” he added, in his typically low-key delivery.

Just as with Kimmel’s promised approach to the most coveted time period in late-night, ABC is taking a bold step by swapping “Nightline” with his show. The news program, offering viewers a non-talk show option, has been the period’s ratings leader.

But the network likely won’t be sweating the early returns, according to analyst Brad Adgate of Horizon Media. He says putting Kimmel into the pre-midnight pocket, when more viewers are still up and watching, is a strategy aimed at an inevitable future.

“Leno and Letterman aren’t going to be doing this forever,” Adgate said, and ABC gives him a head start on establishing himself by putting him on now.

“This is something you may scratch your head at now, but in five years from now he’s the incumbent and the leader” in the time period, the analyst said.

Long-term schemes, of course, don’t always pan out. Despite anointing Conan O’Brien as its new “Tonight” host five years before he made the move in 2009, NBC ended up with a mess on its hands that saw O’Brien bolt to TBS and Leno retake “Tonight” in 2010 after his short-lived prime-time series.

Whether Kimmel gets a jump on his opponents-to-be — with Jimmy Fallon the expected pick for “Tonight” — being the late-night ruler is a far different proposition than in Johnny Carson’s day. The “Tonight” institution, operating virtually unopposed, could average a nightly audience of as much as 15 million.

That’s unimaginable in today’s fragmented TV world. Leno claims the top talk-show spot with some 3.5 million average viewers, followed by Letterman on CBS with 2.8 million. “Jimmy Kimmel Live” was drawing under 2 million nightly viewers at 12:05 Eastern but, according to Nielsen Co. ratings, finished up 2012 with a 10-year viewership high.

The demographics also have changed, with more advertiser-favored young viewers gravitating to cable options such as Adult Swim or Comedy Central and increasingly likely to catch up online with the best moments of network late-night.

But the 11:35 p.m. East-West sweet spot remains the prize, and Kimmel may have more than the desire to succeed in mind. While he’s a long-time admirer of Letterman, he’s taken sharp public jabs at Leno, including blaming him for O’Brien’s ill-fated tenure at “Tonight.”

So Kimmel is humble about competing directly with Letterman (calling him a “legend in broadcasting” who shouldn’t bat an eye at the prospect of new competition) but is throwing elbows at Leno, especially over the “Tonight” plan to get out ahead of “Jimmy Kimmel Live” by airing at 11:34 p.m. Eastern.

“Well, I think NBC has had a lot of success moving Jay Leno earlier so it makes perfect sense,” he said, dryly, referring to Leno’s short-lived prime-time stint. Kimmel dismissed the time-shifting as likely a brief “trick” to protect “Tonight” ratings, one that ultimately won’t matter.

“This really isn’t about the first month or about the first week or about the first night, it’s a long-term thing,” Kimmel told reporters. “If we do well the first week, I’m sure there will be a lot of press given to that. But what really matters is how you do in May, and that’s when we’ll really know … where we stand.”

___

Online:

http://abc.go.com/

More By Lynn Elber.

Next Article

Related Stories

More Related Stories

Featured Slide Shows

The week in 10 pics

close X
  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 11
  • Lisa Montgomery embraces her nephew Thursday after a tornado tore apart her home in Cleburne, Texas. The twister killed six people and destroyed entire swaths of the North Texas town.
    Credit: AP/LM Otero

  • Jack McMahon, the defense attorney for abortion doctor Kermit Gosnell, speaks outside the Criminal Justice Center Philadelphia Tuesday. His client was convicted of killing three babies in his clinic, and will serve multiple life sentences.
    Credit: AP/Matt Rourke

  • A photo taken Monday captures Vice President Joe Biden's response to a Milwaukee second-grader's innovative proposal to end America's epidemic of gun violence. This guy!
    Credit: AP/Jenny Aicher

  • Sen. Rand Paul, R-Ky., flanked by a grouper-eyed Michele Bachmann, addresses the IRS' admission that it targeted Tea Party groups in advance of the 2012 election. In an op-ed for CNN Thursday, the Kentucky senator slammed the president for his faux outrage.
    Credit: AP/Molly Riley

  • Ousted IRS chief Steven Miller is sworn in on Capitol Hill Friday. Miller testified before the House Ways and Means Committee on the extra scrutiny the agency gave conservative groups applying for tax-exempt status.
    Credit: AP/J. Scott Applewhite

  • Attorney General Eric Holder pauses as he testifies on Capitol Hill before the House Judiciary Committee Wednesday. Holder is under fire, among other things, for the Justice Department's gathering of phone records at the Associated Press.
    Credit: AP/Carolyn Kaster

  • O.J. Simpson sits during an evidentiary hearing at Clark County District Court in Las Vegas, Nev., Thursday. Simpson, who is currently serving a nine-to-33-year sentence in state prison for armed robbery and kidnapping, is using a writ of habeas corpus to seek a new trial.
    Credit: AP/Las Vegas Review-Journal/Jeff Scheid

  • Major Tom to ground control: On Sunday astronaut Chris Hadfield recorded the first music video from space, a cover of David Bowie's "Space Oddity."
    Credit: AP/NASA/Chris Hadfield

  • When it rains it pours. President Barack Obama speaks during a news conference Thursday with Turkish Prime Minister Recep Tayyip Erdogan, inexplicably inspiring an #umbrellagate Twitter meme.
    Credit: AP/Jacquelyn Martin

  • A smoke plume rises high above a road block at the intersection of County A and Ross Road east of Solon Springs, Wis., Tuesday. No injuries were reported, but the the wildfire caused evacuations across northwestern Wisconsin.
    Credit: AP/The Duluth News-Tribune/Clint Austin

  • Recent Slide Shows

  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 11

Related Videos

Comments

 0 Comments

Comment Preview

Your name will appear as username

You may use these HTML tags and attributes: <a href=""> <b> <em> <strong> <i> <blockquote>

follow salon

Most Read

Popular on Reddit

links from salon.com

From Around the Web

Presented by Scribol
listener_new_rect The Listener: So long, Sookie Stackhouse

Recommendations