Back in July, The Daily Show did something very impressive when it brought in new viewers in the 18-49 demographic when Josh Johnson started as one of the rotating hosts on the show. His very first week beat out every other late-night show host in that demographic. Now, according to LateNighter, The Daily Show has performed another impressive feat in that demographic.
Not only did TDS hit its highest quarterly ratings in the last four years, it had its largest audience share in a decade. But the biggest noteworthy bit of ratings news comes from the fact that the show is dominating in the 18-49 market — and more impressively, the 18-34 market. When Jon Stewart hosts on Monday nights, the show is the number one in late night for both groups.
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This is important because young people have all but fled the late-night time slot, leaving the audiences for the live after-hours programming to a mostly geriatric crowd. According to a press release from Comedy Central, the “award-winning franchise landed the #1 spot among cable late-night series in 3Q, securing the top spot on Monday nights across key adult demos during 10 p.m. to 3 a.m. Social platforms boast the best 3Q social performance in franchise history with views and total minutes consumed, both up double digits.”
In a time when most late-night programming is struggling to capture the eyes of younger audiences, TDS is showing that there’s room for growth and that Stewart still has the juice to bring in young people. It will be interesting to see what parts of the TDS are replicable across the other late-night shows, or if Comedy Central will try to bring on Stewart for more nights in order to further bolster their standing with the most sought-after and advertiser-friendly demographic.
What’s most exciting is that all over the country, liberal boomers texting their college and post-grad children Facebook clips of Stewart’s takedown is not for nothing. Keep texting those horrendous links from a social platform those kids don’t use anymore. It’s working!
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