Leno’s been on a downward spiral ever since his lackluster return last week. Even with the Olympic halo and controversy following him, the Tonight Show’s ratings were down 25% compared to Conan’s debut. And last night, Letterman beat Leno in both the 18-49 and 25-54 demographics. Leno did manage to hold the lead in overall viewers but just barely.
According to MediaVest USA, “Leno’s audience is mostly made up of the older, 50-plus set, driven by women.” The median age of Leno’s audience is 55, a year older than Letterman’s and 10 years older than Conan’s.
Unfortunately, old people don’t buy things. Making them as insignificant as Leno’s (temporary) lead.