https://thespectator.com/topic/jimmy-kimmel-is-back/
Jimmy Kimmel’s broadcast has made a lot more news off the air than on it. The latest is that ABC will resume the show Tuesday night and that some 400 Hollywood celebrities have signed a petition supporting their friend. Stop the presses! Today’s celebrities support leftist politics! So does ABC’s corporate parent, Disney, the folks who lost a fortune by remaking Snow White as a progressive wet dream.
It would be a cruel joke to add, “If another 53 celebrity’s sign up to support Kimmel, his audience will double.” Actually, he will get a lot of viewers on his first night back. After that, viewers will remember why they didn’t watch.
The joke about Kimmel’s small audience may be cruel, but it captures two points. One is that Kimmel’s audience, like that of his mainstream peers, is a shriveled replica of Johnny Carson’s huge numbers. The second is that celebrity culture, represented by those 400 signatures, is badly out-of-touch with a broad swath of the American public and clueless about the most important lesson in marketing: don’t insult your audience. When you do that, the audience walks away, as they have from Miller Lite beer, Jaguar cars, and Cracker Barrel restaurants.
It’s even dumber to alienate your viewing audience when the media environment is as tough as it is today. With the internet and stream content, the market has grown more and more fragmented. As it has, the profitability of late-night shows has shrunk. Their traditional format has also grown stale. After the host finishes a short monologue, he sits behind a desk and talks with one guest at a time. The guests are familiar faces, fresh from Botox, promoting their latest ventures.
With this reduced viewership and dull format comes reduced profitability. The only winner has been a show with a different format and a different political angle. Fox News’ Greg Gutfeld is funny and snarky, but he never takes himself too seriously. He sits in a circle of chairs, talking with a group of guests, some of them regulars, some new for that episode. The goal, which has been wildly successful, is to draw in younger, more conservative viewers, who already like Fox News, and, according to polling, are shifting from Democrat to Republican.
Gutfeld, unlike Jimmy Kimmel and Stephen Colbert, is performing on a conservative cable channel, not a mainstream network meant to appeal to all viewpoints across a wide demographic. Kimmel and Colbert seem to have missed the point, turning their mainstream broadcast slots into tendentious political platforms, mimicking MSNBC and CNN just as those cable networks were imploding.
Kimmel and Colbert’s decision to alienate half their potential audience is far different from the older, blander days of late-night talk shows, when the hosts poked gentle fun at both sides. Their goal was to appeal to the Upper Midwest as well as the Upper East Side and to provide calming entertainment to a broad national audience as they eased into bedtime. It’s not rocket science, and they knew it.
No one understood this logic better than Johnny Carson, by-far the most successful late-night host of all time. “Tell me the last time that Jack Benny, Red Skelton, any comedian, used his show to do serious issues. That’s not what I’m there for. Can’t they see that?” he told CBS’ Mike Wallace in 1979. “It’s a real danger. Once you start that, you start to get that self-important feeling.”
