NICHE APPEAL: The Wall Street Journal checks in on Conan O'Brien's ratings,
and they ain't so good:
The Time Warner Inc.-owned channel has seen its viewership among 18- to 49-year-olds fall 11% this past television season compared to the previous one—despite Mr. O'Brien's addition last fall. Viewership among those 18 to 34 years old fell by 10.8% over the same time period....
The audience for "Conan," has fallen from about 2.4 million in the show's first month on air in 2010 to roughly 958,000 people this past July, according to Nielsen Co. data.
Mr. O'Brien trails all major competitors on broadcast and cable during his 11 p.m. time slot. In certain weeks, he's also fallen behind newer faces such as Chelsea Handler.
In July, Mr. O'Brien averaged about 685,000 viewers between the ages of 18 and 49, placing him behind cable competitors such as Stephen Colbert, Jon Stewart as well as broadcast rivals Jimmy Fallon, David Letterman and Jay Leno.
I hate to say I told you so -- okay, not really, because
I totally told you so: "The truth is that while we all generally like Conan O'Brien, we weren't watching Conan O'Brien until his tenure on The Tonight Show was threatened. He's a likable guy doing a genre of show that feels stodgy. And going head to head with Jon Stewart and Stephen Colbert, who already dominate the young (male) audience, I just don't see how O'Brien sustains an audience." Even Conan's boss seems flummoxed:
"We want TBS to be a leading comedy brand," Steve Koonin, president of Time Warner's Turner Entertainment Networks, which includes TBS, said in an interview. The company is still working on fleshing out its strategy. "How we get to that destination we don't have 100 percent mapped out today."
