Monday, November 23, 2015

Report: Late Show Is Propaganda Tool

NY Post Composite Graphic
After an initial burst of interest spurred by CBS’s big-bucks saturation advertising campaign for “The Late Show with Stephen Colbert,” the show’s ratings have tanked and it is now running third in late night behind NBC’s Jimmy Fallon and ABC’s Jimmy Kimmel, who rarely has managed second place before.

The reason? According to The NY Post, a survey by the Hollywood Reporter found that conservative viewers are turning off Colbert in droves. Nearly twice as many Republicans are watching Kimmel as Colbert, who has turned “Late Night” into a sort of wannabe MSNBC show.

The pattern is familiar: When a Democrat is the guest, Colbert is Barbara Walters. When a Republican is on, he turns into Tim Russert.

Ratings show that 47% of Colbert’s viewers identify as Democrats, 17% as Republicans. Kimmel’s audience is evenly split — 33% Democrats, 32% Republicans, while Fallon’s is nearly so (36% Democrats, 31% Republicans).

“Colbert Nation is filled with wealthy, socially liberal men who overwhelmingly support legalizing marijuana and want Bernie Sanders to be president,” pollster Jon Penn explained to The Hollywood Reporter. Some 30% of Colbert viewers report that they are atheists, which is the No. 1 “religion category” choice for “Late Show” viewers.

Except in the first week of November, Kimmel not only beat the “Late Show” in total audience, he also beat him in the key 18-49 age group. Colbert isn’t targeting a demo; he’s pandering to a niche.

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