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New NBC Lineup More Likely to Decrease Conan’s Viewership than Leno’s

January 18, 2010

FLEMINGTON, N.J., Jan. 18 /PRNewswire/ — A new media study among 806 late night talk show viewers revealed that 38% indicated that they would be less likely to watch Jay Leno’s show if his time slot changes compared to 59% who reported that they would be less likely to watch Conan O’Brien’s show if his time slot changes.

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The study was conducted during January 15-18 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a news clip featuring the controversy over the rearrangement of the NBC late night TV schedule. To view detailed results go to: www.mediacurves.com.

If the changes are implemented, David Letterman’s show will air during parts of Jay Leno’s and Conan O’Brien’s shows. Viewers indicated that, given the choice, they would prefer to watch Jay Leno (50%) over David letterman (38%), but would opt to watch David Letterman (49%) over Conan O’Brien (43%).

“Our automated response curves revealed that viewers’ interest levels increased when Leno jokingly states ‘NBC is working on a solution, they say, in which all parties will be screwed equally,’” commented Glenn Kessler, president and CEO, HCD Research.

Among the findings:

If Jay Leno’s show is moved from its current 10:00 PM time slot to an 11:35 PM time slot, how will this affect the likelihood of you watching this show?


                                                    Total
                                                    -----
    I will be more likely to watch his
     show at the 11:35 time slot                                30%
    ----------------------------------                         ---
    I will be less likely to watch his
     show at the 11:35 time slot                                38%
    ----------------------------------                         ---
    I will be just as likely to watch his
     show at the 11:35 time slot                                32%
    -------------------------------------                      ---

If Conan O’Brien’s Tonight Show is moved from its current 11:34 PM time slot to a 12:05 AM time slot, how will this affect the likelihood of you watching this show?


                                                    Total
                                                    -----
    I will be more likely to watch his
     show at the 12:05 time slot                                 7%
    ----------------------------------                         ---
    I will be less likely to watch his
     show at the 12:05 time slot                                59%
    ----------------------------------                         ---
    I will be just as likely to watch his
     show at the 12:05 time slot                                35%
    -------------------------------------                      ---

While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company’s services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

SOURCE HCD Research


Source: newswire



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