Late Night TV Has Given Up on Millennials and Gen Z

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  • Come for the Corporate-Sponsored Comedy Bits, Stay for the Insurance Ad Jingles
  • This Is Your Grandparents’ Late Night Comedy

Television chat shows, once a significant part of popular culture, seem to be teetering on the brink of extinction. If the recent episode of Jimmy Kimmel Live! is any sign, television executives have seemingly given up. With audiences dwindling and relevance waning, fresh ideas and innovative strategies were essential. Instead, ABC opted to devote more than 11 minutes of Jimmy Kimmel’s talk show to advertisements. This translates to a total of 19 ads if you count the promotions done by Kimmel himself. So, it appears we are witnessing the gradual demise of American talk shows.

Initially mentioned by Bill Carter from “Late Nighter,” this continuous advertising blitz could signal trouble for late-night talk shows, as they struggle to boost their revenues amidst stagnation in the genre. Jimmy Kimmel might be the first to dive over the proverbial shark, but the same financial dilemma is affecting other hosts within the 11:35 time slot, such as Jimmy Fallon and Stephen Colbert. The specter of budget cuts hangs over what once was a prestigious position in show business. The empire that Johnny Carson established seems to be crumbling. Have you ever pondered why Seth Meyers or Conan O’Brien disbanded their house bands, or why “The Tonight Show” no longer airs new episodes on Fridays like it used to? You may not find the explanation pleasant.

Come for the Corporate-Sponsored Comedy Bits, Stay for the Insurance Ad Jingles

If you find extended commercial breaks to be tacky or in poor taste, then this approach might not appeal to you. It seems reminiscent of evening news broadcasts targeted at older viewers, where the initial 20 minutes are filled with engaging content, only for the last 10 minutes to be flooded with ads for medications like Ozempic and stool softeners. This tactic suggests that late-night programming executives are struggling to attract or hold on to millennials, let alone Gen Z viewers. The concept of live advertisements isn’t new, but it often has a more subtle touch. As Carter notes, sometimes the program you’re enjoying could actually be a clever piece of advertising disguised as entertainment without your knowledge.

On Saturday Night Live, the mock commercials date back to the very first episode. To this day, neither Lorne Michaels nor the show’s writers are told what to parody. However, if their inspiration strikes toward a significant advertiser, that’s even better! If the advertisement features certain keywords that the sponsor wants associated with its product, you can be sure some money is exchanged for it.

As a movie reviewer diving into the world of late-night television, I must say, the shift from The Late Late Show, under the capable hands of James Corden, to the trivia show After Midnight, was quite intriguing. Now, let me clarify, there’s no hint of impropriety here, but it does serve as a reminder of how deeply entrenched these decisions are in the realm of professional survival.

Rumors swirling around suggest that CBS opted for this format change not due to any lack of potential successors, but rather, they were in search of the most cost-effective replacement available. You see, the annual ad revenue for late-night shows took a dramatic dive in 2016, plunging from an impressive $900 million to a staggeringly low $342 million by 2022. This financial downturn seems to have played a significant role in this transformation.

This Is Your Grandparents’ Late Night Comedy

As a film enthusiast, let me take you on a journey through the evolution of late-night television. The landscape might have shifted, with changing sensibilities and political leanings, but the fundamental structure remains unchanged since 1980. That was when Johnny Carson sealed a groundbreaking $5 million annual contract, reducing his show from the then-common 90 minutes to the current standard hour format. This move paved the way for a secondary wave of talk shows, with David Letterman’s stint on Late Night being one of the first offspring produced by Carson himself. Over time, Carson’s income skyrocketed to an astounding $25 million per year, setting two traditions that, in retrospect, proved unsustainable.

As a movie enthusiast, I must admit that the landscape of entertainment has drastically shifted over time. The traditional television format that once held us captive seems to have lost its charm among the younger generation. Clips from shows like Jimmy Kimmel or Fallon are easily accessible on platforms such as YouTube and TikTok, often surfacing the day after their initial broadcast.

During these times of isolation due to COVID-19, there have been a select few who still tune in faithfully to each episode, commercials and all. However, they appear to be a rare breed indeed. It’s fascinating to observe that viral clips from shows like The Tonight Show gain popularity not because they bear the iconic NBC brand, but rather despite it. The power of social media and user-driven content seems to have redefined our viewing habits, making the old norm seem almost antiquated in comparison.

Late Night TV Is Trapped in a Vicious Circle

2024 saw a period of significant turbulence, with the volatile nature of advertising deals suggesting that traditional TV networks, often referred to as linear TV networks (such as CBS, NBC, and ABC), might not be the smartest investments for reaching consumers. The apprehension is justified, as there’s a growing belief that some of the popular shows hosted by Colbert, Fallon, and Kimmel may cease to exist within the next decade.

It’s exciting news that Jon Stewart will be coming back to The Daily Show in 2024! This move has reignited interest in the program after it was off the air for nine years. As you might recall, Stewart is known for his podcast-like style, with his signature wit and self-deprecating humor that many other late-night hosts and podcasters have imitated since he left The Daily Show.

We’ve talked about this before, but the main reason why podcasters outshone late-night TV in the 2020s was probably because they offered more authentic, unfiltered personalities. And with 11 minutes of ads, late-night TV can’t compete. If the major networks are testing the waters to see what else they can get away with, Conan O’Brien was wise to switch to podcasting.

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2025-01-05 05:35