Why CBS will air Stephen Colbert's 'Late Show' right after the Super Bowl
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Molly Driscoll Staff writer
Stephen Colbert will become the first host of a late-night program to have his show air directly after the Super Bowl this February.
Colbert debuted on CBS鈥檚 鈥淟ate Show鈥� earlier this fall, following David Letterman鈥檚 retirement. Colbert comes to the gig after years hosting the Comedy Central program 鈥淭he Colbert Report鈥� and serving as a correspondent on 鈥淭he Daily Show.鈥澛�
In the ratings, Colbert's program usually trails behind NBC鈥檚 鈥淭he Tonight Show with Jimmy Fallon鈥� in the 18-49 demographic, but Colbert has brought something valuable to CBS: younger viewers.
As of this month, Colbert's ratings among the advertiser-beloved 18-49 demographic were up 50 percent over Letterman's ratings this time last year. Ratings among adults 18-34 were even better, getting double what Letterman was last year.
Streaming is also way up for the program under Colbert鈥檚 leadership. The program has experienced a 2,230 percent rise for the method of watching Colbert鈥檚 show.聽
What about Colbert's fellow late-night hosts? When Fallon took over for Jay Leno at NBC, he brought in younger viewers, too. And while the ratings for Trevor Noah鈥檚 鈥淭he Daily Show鈥� are down in terms of the 18 to 49 demographic, Noah is, like Colbert, attracting more of his audience via streaming services, with more than 40 percent of content being watched digitally as opposed to the 30 percent under Stewart.聽
CBS doesn鈥檛 need to attract younger viewers specifically for the Super Bowl 鈥� everyone will watch then. But the network's choice to go with Colbert for the following time slot projects a larger message.
The network is airing 鈥淪upergirl鈥� when superhero stories are the popular genre of the moment. CBS recently greenlit a 鈥淪tar Trek鈥� revival, but not for their TV channel 鈥� the new 鈥淭rek鈥� episodes will air on their streaming platform, CBS All Access. And now they鈥檙e promoting a late-night host who is popular with young viewers in what is possibly the highest-profile TV slot all year.
Going with Colbert for the post-Super Bowl show is no doubt聽another sign of the network鈥檚 push to attract younger viewers in general.聽
The Super Bowl will air on Feb. 7, 2016.
