Late Night Battles Heat Up 
07-DEC-05

Last week David Letterman brought the late night wars back to the forefront when he scored a coup by luring Oprah Winfrey to appear on his show.  Has the heated battle for late night supremacy come back in full force? With the top four late night hosts fully ensconced in their respective niches, now is the perfect time to check in on how they're faring. 

David Letterman
Letterman's Oprah interview was purported to be a reconciliation of sorts after years of rumored tension.  But from an entertainment standpoint, the show was largely a disappointment.  In fact, Oprah herself made an on-air reference to how surprised she was by Letterman's serious tone, and though many viewers turned in, few were laughing.  Nevertheless, Oprah's devoted following and the huge press that Oprah's appearance garnered earned Letterman his highest ratings in over 10 years, proving that the right guest can bury the competition. But it is hard to imagine that many new viewers who defected from other late night shows became Letterman converts as a result of the vanilla appearance.  Though he's as seasoned as they come, Letterman squelched this opportunity to demonstrate his trademark wry wit and oddball flirtations, the traits that keep his loyal following continuously amused.  Still, though Letterman will not maintain the brief spike in ratings captured as a result of Oprah's appearance, he needn't lose any sleep, for his core audience isn't about to stray.

David Letterman's Celebrity A$$ets

Jimmy Kimmel
Emerging onto the late night landscape after his turn on the misogynistic The Man Show, it was unclear whether Kimmel?s bawdy sense of humor would find a large enough audience to survive.  But three years after its debut, Jimmy Kimmel Live is going stronger than ever.  Kimmel has exceeded all expectations, and he's become a legitimate comedian turned late night success story.  Shortly after the show?s inception, Kimmel?s personal life took a hit when he divorced his wife, an event that normally might sink a new host trying desperately to connect with an audience.  But Kimmel overcame that setback, and his three-year relationship with fellow comedian Sarah Silverman has been a stabilizing force in his now soaring career.

Jimmy Kimmel's Celebrity A$$$$ets

Jay Leno
After much skepticism regarding his ability to fill the enormous shoes of predecessor Johnny Carson 13 years ago, Leno consistently attracted a growing audience and is now secure in his place at the top of late night.  Relying on the same format that made Carson a success was a gamble that paid off for Leno, as his inoffensively mainstream, amusing style and unusual but endearing looks established him as the cream of the late night crop.  His stable personal life has reinforced his 'good guy' image, as he has been married to wife Mavis, a philanthropic legend in her own right, for 25 years.  Further, he constantly talks about his passion for motorcycles and antique cars, an 'apple-pie' interest that, though relatable to his mainstream audience, also adds some texture to his otherwise uninspiring persona.  Unlike the other late night hosts, Leno never relies on flirtation to connect with a guest, instead using his monologue to warm up the audience and his wide-eyed interest to establish a rapport with interviewees.  With his gentle, neutral approach, Leno is bound to remain untouched for years to come.

Jay Leno's Celebrity A$$$$ets

Conan O'Brien
A former writer for Saturday Night Live, O'Brien?s self-deprecating humor won him a coveted spot at the late night table.  Immediately following Leno?s show, O?Brien begins his nights well ahead of the game with a huge audience that's his to lose once his 12:30 hour begins.  And though his ratings inevitably drop off from Leno?s as East Coast heads hit their pillows, O'Brien's sarcastic tone, acerbic tongue and playful energy have allowed him to find a loyal core audience.  Still, O'Brien's brand is hard to pin down as his off-air persona is largely undefined, making his future success unpredictable.  He is a Northeastern preppy, Harvard Lampoon alum, father and husband, but beyond these surface descriptions one is hard pressed to characterize his persona. As a result, though he?s a renowned comedian, his brand remains amorphous and bland.  Perhaps O?Brien should open up a bit to his audience and give them a hint of his personal life, for in the late night wars, holding anything back is a dangerous way to play the game.

Conan O'Brien's Celebrity A$$$ets

Remember: the most dependable road to the top is to treat your brand as your greatest asset.
 
(Samantha Ettus' new book, "The Experts' Guide to Life at Home" (Random House) is now in bookstores. Contact her at Samantha@celebrityassets.com.)