Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: WEDNESDAY, September 7, 1994 TAG: 9409080083
SECTION: EXTRA PAGE: 2 EDITION: METRO
SOURCE: Tom Shales
DATELINE: WASHINGTON LENGTH: Medium
Every week since its premiere, Letterman's show has beaten ``The Tonight Show with Jay Leno'' in the ratings. It's sweet revenge on NBC, the network that thought Dave wasn't mainstream enough for the 11:35 p.m. timeslot and gave Leno the job instead when Johnny Carson retired.
Advertising rates charged by CBS have doubled since ``Late Show'' premiered. Before its launch, ad time was sold on the basis of a projected 4.1 average Nielsen rating. Instead, Letterman has averaged a 5.7. Leno has averaged a 4.4. ``Nightline,'' the ABC News entry that airs opposite Letterman and Leno in the first half hour, earns a 4.9.
Letterman hasn't just taken viewers from Leno; he has brought new customers to late-night TV. ``Obviously, the introduction of `Late Show' has increased network viewing in that hour dramatically,'' says David F. Poltrack, CBS executive vice president and research whiz. Demographically, Letterman has proven immensely desirable to advertisers, doing better in homes with $60,000 and more annual income than he does among the overall audience.
``His reach among the affluent and educated is considerably higher than his reach among others,'' Poltrack says. ``One surprising thing, in terms of demographics, is that it was always accepted he would dominate younger audiences but he has recently made a fairly strong dent into the 50-plus audience as well.''
During the 12-year run of his ``Late Night'' show, following ``Tonight'' on NBC, Letterman's audience was mostly young males. Moving him to the earlier time period has changed that, and now women make up the larger portion of the Letterman viewership. Women 18-34 are traditionally the most desirable target group for advertisers.
``It's very difficult to imagine a more successful first year,'' Poltrack says.
The victory is a triumph not only for Letterman and his crew, and executive producers Robert Morton and Peter Lassally, but also for Howard Stringer, the CBS Broadcast Group president who made wooing Letterman an obsession. On Letterman's first anniversary, Stringer sent Letterman a note: ``Disney may have its `Lion King,' but you're ours.''
In his office at Black Rock, CBS corporate headquarters, Stringer gets to watch Letterman via a closed-circuit feed when the show is taped at 5:30 each evening. Caught there recently watching the show, Stringer was beside himself with glee. ``This is the hottest performer currently on network television,'' he said of Letterman. ``He's done more for our network in a year than we could normally have hoped for in 10.''
Has Dave changed since the move to the earlier hour? Yes, and for the better - at least that's the consensus.
``He's more secure with himself,'' says executive producer Morton. ``His comfort level is much higher. I won't go so far as to say he's completely comfortable, but he's much more comfortable than he used to be.
``The major criticism before was that he was sometimes mean to guests. I never thought that was true, but when a spot was failing, he had to save it any way he could, and sometimes that came off as mean. Now I think he has found other ways to do that. Even if the guest isn't funny, Dave is.''
Was this change in on-air personality cleverly worked out by committee? Morton says no. ``It came as a complete surprise to all of us. It was David Letterman on his own recognizing what it takes to do an 11:30 show.''
``There's still a hint of danger,'' says Stringer, ``which is what makes him special. There's nothing bland about him.'' Where NBC executives made Dave's life hell, CBS executives steer clear. ``One of the reasons Dave works so well is that we leave him alone and give him his independence,'' Stringer says. ``He likes his `weasels' to stay across town.''
It's a recipe for success: creative freedom, corporate support, a great staff of behind-the-scenes talent and, for good measure, David Letterman. Oh boy. Wow. Dave is CBS's new Lucy.
Washington Post Writers Group
by CNB