Jimmy Kimmel’s much-anticipated move to the 11:30 p.m. timeslot on ABC has generated great buzz — along with a tidal wave of good press and favorable reviews — but the impact of such a change has yet to produce dramatic results for the fourth place network. To wit: Kimmel’s performance during the February sweeps month was actually lower than what Nightline did from 11:30-midnight in February of 2012.
According to live plus same day ratings from Nielsen, Kimmel was down 12% in adults 18-49 (1.007 million versus 1.143 million) and 25% in viewers (2.883 million versus 3.828 million) compared to what the news magazine averaged last year. ABC has long argued that by moving Kimmel to the earlier timeslot, it can make more money off of commercials because advertisers prefer entertainment programs over news. In the suits’ terms, the costs per mille (that’s thousand in Latin) among adults 18-49 can sell for a premium if they are within “quality” entertainment, which is why Kimmel — according to one high-ranking ABC suit — sells out far better than Nightline ever did. READ FULL STORY