{"id":10109,"date":"2014-02-19T18:39:24","date_gmt":"2014-02-19T18:39:24","guid":{"rendered":""},"modified":"2014-02-19T18:39:24","modified_gmt":"2014-02-19T18:39:24","slug":"see_i_told_you_so_late_night_comics_protect_obama_networks_put_politics_before_ratings","status":"publish","type":"post","link":"https:\/\/www.rushlimbaugh.com\/daily\/2014\/02\/19\/see_i_told_you_so_late_night_comics_protect_obama_networks_put_politics_before_ratings\/","title":{"rendered":"See, I Told You So: Late-Night Comics Protect Obama; Networks Put Politics Before Ratings"},"content":{"rendered":"

\"Listen<\/a><\/p>\n

RUSH: Okay. I normally wouldn\u2019t talk about what I\u2019m gonna talk about next, but I\u2019m gonna talk about it because I have a giant See, I Told You So here, just a huge See, I Told You So. It\u2019s a big See, I Told You So, but it\u2019s nothing I alone predicted or came up with.<\/p>\n

Jimmy Fallon got The Tonight Show. Jay Leno was sent packing. They put Jimmy Fallon in there. Do you know on his inaugural night he had four million — no, I don\u2019t want to do it that way. I\u2019m not dumping on Jimmy Fallon. That\u2019s not the point here. I don\u2019t even want to talk about ratings because they don\u2019t matter right now, comparing Leno\u2019s last show to his first — even though they did promote the hell out of it.<\/p>\n

<\/a>There\u2019s a column by the head writer for Johnny Carson, name is Raymond Siller, and it ran a couple of days ago in USA Today. He explains in this piece why late night comics just don\u2019t hit Obama, why they don\u2019t make jokes about Democrats. Interestingly enough, in my spare time yesterday, I happened to read an interview with Lorne Michaels, who is producing The Tonight Show for Jimmy Fallon. Saturday Night Live tapped Conan O\u2019Brien. He is Mr. NBC Late Night. And the person interviewing him asked him why they don\u2019t hit Democrats and do much Obama humor. <\/p>\n

This is what he said. He said (paraphrasing), “Because the Democrats take it personally. You wouldn\u2019t believe the grief we get. They take all these jokes personally. Republicans, they just laugh at it. The Democrats take it personally.” And then he said, “Besides, there isn\u2019t anything funny about health care. There\u2019s maybe two jokes in health care, and then what do you do?” He said there really isn\u2019t anything funny about what the Democrats are doing. And he is one. He\u2019s a registered Independent, but make no mistake.<\/p>\n

<\/a>Now, Raymond Siller was one of the head writers for a time for Johnny Carson, and the headline of his piece is: “Late Night Comics Protect Obama — This week The Tonight Show with new host Jimmy Fallon returned to its storied birthplace in New York\u00c2\u2019s 30 Rockefeller Center. Jimmy is talented and likable and closest to my old boss, Johnny Carson, doing characters and sketches. Once again NBC ditched Jay Leno for a trophy comic. This despite Jay\u00c2\u2019s consistent ratings dominance.”<\/p>\n

You know, I was talking about this last night in another point in my spare time. I had a instant message flash going back and forth about ratings and late night and I offered the following opinion to the person I was talking with. I said, “It\u2019s obvious that ratings don\u2019t matter anywhere near as much as they used to, otherwise there wouldn\u2019t be a CNN. There would not be an MSNBC if ratings mattered. They wouldn\u2019t exist. No. Nobody\u2019s watching. In the universe they are competing, when you\u2019ve got 75 to a hundred thousand people and you are a national cable news network. Nobody\u2019s watching. You barely get an asterisk, but there they are. And MSNBC\u2019s got even fewer.” <\/p>\n

And I proffered this opinion. I think we\u2019ve gotten to the point in not just media, but our culture, I think television executives, management types, programmers, are more influenced by what the media says about a talent or a show than what the ratings are. I said, “Why\u2019d they get rid of Leno? His ratings are through the roof. Why\u2019d they get rid of the guy? Really.” And Raymond Siller addresses it here. <\/p>\n

“Once again NBC ditched Jay Leno for a trophy comic. This despite Jay\u00c2\u2019s consistent ratings dominance. NBC hopes Fallon will hold Leno\u00c2\u2019s audience and not become Conan 2. The current late night landscape is populated by 19 comedy\/talk shows. Leno was the Everyman, the flyover fave. He was middle of the road, less ironic than David Letterman and Jimmy Kimmel. The Caesar salad to their kale. And the only one willing to launch comedic drones over the current West Wing.”<\/p>\n

The only one, and he had the highest ratings. So why did they get rid of him? Well, what they would tell you is that they dug deep, they drilled way down in those Nielsen numbers, and they began to see erosion in the 18 to 34, and when they see that, the erosion in 25-54 is next, and that means they want to be ahead of it, so we\u2019re gonna get rid of Leno before he loses the demo. <\/p>\n

That\u2019s exactly what they did to Carson, by the way. It\u2019s portrayed that Carson called his shot and got out, and there may have been some of that, but I remember specifically — it\u2019s one of the things I always wanted to do. I wanted to be on The Tonight Show, and I never made it, I never was invited. I didn\u2019t try to get on, but I was studying one night when they decided to get rid of him or when he decided to leave, and that\u2019s what they said. We are beginning to see the erosion of the young demo. Okay. Are 18 to 34-year-olds even watching television today? They\u2019re watching Netflix. They\u2019re watching their iPads, their iPhones, smartphones, or whatever, or on websites. The actual number of people that plop themselves down in that demo and watch TV is a diminishing number. <\/p>\n

Now, there are still some young kids that, instead of going to school do it, but, I mean, the kind of demo that the advertisers want, they\u2019re not plopping themselves down. They\u2019re on the go, they\u2019re watching video on demand. It\u2019s changing and to hold Leno a prisoner to that I thought was curious. Now, there\u2019s another reason why they wanted to get rid of Leno, and it has nothing to do with ratings. This was my point last night to the guy I was talking to. So they\u2019re gonna put Jimmy Fallon in there. My point was, as long as the New York entertainment media loves Fallon, he\u2019s safe, no matter what the numbers are. And I think that\u2019s a difference. <\/p>\n

<\/a>Why is CNN still there? The Democrat Party. I was just watching CNN, and there\u2019s some infobabe up there who used to be one of their reporters. She was a domestic reporter. Then she did lifestyle stuff. Then they sent her over to Moscow, she was the Moscow bureau chief. Jill Dougherty is the name. Now she\u2019s at the Kennedy School. It\u2019s an incestuous resolving door. There aren\u2019t any journalists anymore. They\u2019re just Democrats and they\u2019re assigned to various places. “Okay, we\u2019re gonna send you over to CNN. We\u2019re gonna send you over to NBC. We\u2019re gonna send you up to the Kennedy School. You\u2019re gonna quit, you\u2019re gonna go work for a congressman. When you finish doing that, we\u2019re gonna take you back to CBS.” This is how it works. <\/p>\n

Lorne Michaels said this is Jimmy Fallon\u2019s last job. There is no job after this. This is the job that he retires from. Well, Jimmy Fallon\u2019s, what, 38, that\u2019s a long time to make this pronouncement. I\u2019m just saying, it\u2019s a different — and this may not even matter to you all. I mean, this is inside baseball stuff to me, because ratings used to be the only thing you, as a performer, talent, whatever, host, you wanted ratings insurance wherever you could get it. (interruption) Well, I don\u2019t even want to bring that up. But there is a point in time where ratings will again matter. But right now they don\u2019t. <\/p>\n

I find this fascinating, because as a culture now it seems more and more everybody\u2019s obsessed with what is said about them and what\u2019s thought about them. You go to social media and everybody\u2019s vomiting everything about themselves. That\u2019s why I laugh at people worried about the NSA. What do you mean? We don\u2019t even need the NSA. You\u2019re telling us everything there is to know about you and then some. You care more about us knowing who you are than the NSA cares about finding out about you. <\/p>\n

Look at Meet the Press. Meet the Press used to be the only Sunday morning show. When David Brinkley left ABC\u2019s This Week, Russert owned it, CBS did their show. Now, those shows are done without any regard for ratings, really, \u2019cause they\u2019ve got their roster of advertisers that are gonna sponsor \u2019em no matter what, because of the serious nature of the shows, the news maker, news making aspects. But Meet the Depressed, folks, is nothing anymore what it was ratings-wise, but it\u2019s still there. <\/p>\n

So in the media you\u2019re going to see more PR campaigns, you\u2019re gonna see more people hiring image making PR firms to craft a public image, and somebody\u2019s longevity is gonna be based more on what the media says about them and their show than what their ratings are, because if, for example, if you\u2019re Lorne Michaels, if the media loves Fallon, who cares who\u2019s watching. If the media loves him, that means you love Lorne Michaels, \u2019cause Lorne Michaels picked the guy. That means Lorne Michaels is a brilliant guy regardless what the numbers are. As long as they\u2019ve got enough advertisers that\u2019ll still pay the freight based on whatever. <\/line><\/p>\n

But with Leno, he had the numbers; it didn\u2019t matter. And I\u2019ll guarantee you that it was a combination of two things: their claim that his numbers were starting to erode when they drilled deep down and the fact that he was getting older, and their assumption that there is just no way this guy can stay relevant to young demographics. He\u2019s just too old, the chin is too heavy, the chin is just got too much weight dragging the whole host down. That\u2019s the point, Johnny Carson — but they still forced him out, didn\u2019t they? I still maintain that Carson — you know, the image, I\u2019m not trying to disrupt the image, I mean, the image is that Carson picked it and chose it and decided when to go, and I don\u2019t doubt that he was ready to go, but these are very, very important franchises. <\/p>\n

So now you got Letterman, he\u2019s the dean, and there was a New York Daily News<\/a> story today about all this, and the reporter, “Yeah, Letterman, he\u2019s 63, 64, and he looks it,” it said. Anyway, Mr. Siller then continues. “Leno\u2019s competitors haven\u00c2\u2019t exactly hammered President Barack Obama, hardly a smidgen. The paucity of Obama jokes is the dog that didn\u00c2\u2019t bark. Like their news anchor counterparts, our hosts go gentle into that late night, despite the target-rich environment of this administration. With his pen and phone, our selfie-absorbed president is one whacked uncle away from appointing himself Supreme Leader.”<\/p>\n

<\/a>Remember, this is the head writer, former head writer for Johnny Carson, Raymond Siller. “It isn\u00c2\u2019t that they\u00c2\u2019ve abstained from attacking Democrats. Bill Clinton got savaged during his eight-year run and we can expect torrential yuks if and when Hillary declares. But they\u00c2\u2019re tongue-tied when it comes to roughing up the present POTUS. The only plausible explanation for their timidity is a fear of being labeled racist. That\u00c2\u2019s unfortunate. What rankles some Obama critics isn\u00c2\u2019t the color of his skin. It\u00c2\u2019s the thinness. Fox News and Rush Limbaugh get under it.”<\/p>\n

I\u2019m honored to be mentioned in this piece, by the way, by Mr. Siller. He lives in New York, and he still follows all this stuff. Johnny Carson, his former head writer. You ought to read this. It\u2019s at Breitbart now. They\u2019ve linked to it at Breitbart. I thought it was USA Today, but maybe it\u2019s Breitbart. Anyway, it\u2019s there. We\u2019ll link to it at RushLimbaugh.com, make it easy for you to find this. <\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: Just so there\u2019s no misunderstanding here, I don\u2019t know Jimmy Fallon. I haven\u2019t met him. I wish him the best! That is a… It\u2019s a great gig, The Tonight Show. It\u2019s a big deal to them that they\u2019re moving it back to New York. I don\u2019t think the audience is gonna care. They just want a good show, and I hope it is. But, you know, we live in such a great flux in our society, and the traditions are going by the wayside. The Tonight Show is one of them, and there\u2019s some people who think, “Ah, there\u2019s no way it can survive. <\/p>\n

“It\u2019s just gonna be evolved out,” and others are saying, “Ah, no, no. This thing is such a franchise, The Tonight Show. No matter what, people are always gonna be wanting to watch comedy at 11:30 at night, at least in the Eastern Time Zone. But I hope it goes great for Fallon. I hope it\u2019s everything he wants it to be. I don\u2019t know him, I\u2019ve never met him, but I don\u2019t want to be any misunderstanding about any of this. <\/p>\n

I wish him the best like I do everybody that does this when they give it a shot. <\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: Here\u2019s Ted in Murrysville, Pennsylvania. Great to have you on the program, Ted. Hello.<\/p>\n

CALLER: Dittos from Steeler country, Rush!<\/p>\n

RUSH: Yes, sir! I knew that was Western Pennsylvania.<\/p>\n

CALLER: Yes. I\u2019d just like to question your assertion. I know you\u2019re the all-seeing and all-knowing, but your assertion that ratings don\u2019t mean anything anymore to the advertising industry. I\u2019m retired over 30 years in the publishing business, mostly newspapers, and I got down on my hands and knees looking for good numbers. We were fighting numbers all the time with radio and TV people. The newspaper industry even went out and did their own surveys to quantify their readership, and if I ever open up MSNBC or take a look CNN, I\u2019m just amazed at who\u2019s advertising on there. Why? Why? I don\u2019t understand. Maybe you can help me with that.<\/p>\n

RUSH: I can totally tell you.<\/p>\n

CALLER: Why would an advertiser spend money there?<\/p>\n

RUSH: I can totally tell you.<\/p>\n

CALLER: Okay. Tell me.<\/p>\n

RUSH: Fox News needs to be included in this answer. Fox News has, at any given moment, three to four times the audience of MSNBC and CNN.<\/p>\n

CALLER: I agree.<\/p>\n

RUSH: And that\u2019s been the case for years. But it\u2019s only recently that the same advertisers you see on CNN started showing up on Fox. Fox for the longest time had to rely on all this weird per-inquiry stuff, the Ronco Veg-O-Matics and stuff. The reason is because the media buyers, predominantly female in the basements-of-these ad agencies, are propping CNN up. They\u2019re all libs. They come out of their university education, they\u2019re liberals, they know CNN\u2019s a fellow traveler, and they\u2019re propping \u2019em up. They\u2019re buying cost per thousand and sending the money to CNN. <\/p>\n

They\u2019re not sending results oriented clients there, \u2019cause there aren\u2019t gonna be any results, but they\u2019re sending cost per thousand clients there, and they purposely were leaving Fox out. This happened to me when this program started, same exact thing, simply because at the time when I started 25 years ago the rub on my program, well, we\u2019re controversial, and advertisers don\u2019t want to make controversy. We found that it wasn\u2019t executives making decisions. These media buyers that nobody knew, nobody ever run into, they\u2019re in the basements of these businesses. But I\u2019m here to tell you that CNN is being propped up by ideological fellow travelers at these agencies who know full well what they\u2019re doing.<\/p>\n

CALLER: Well, then they have to be lying to their clients.<\/p>\n

RUSH: No. That\u2019s not how it\u2019s done.<\/p>\n

CALLER: Oh.<\/p>\n

RUSH: I need to define terms. Cost per thousand. What they\u2019re doing is taking the ad they place on CNN, and it doesn\u2019t cost much because there isn\u2019t any audience. They\u2019re buying it somewhere else. They\u2019re telling the client, this ad\u2019s gonna reach X-number of people with this buy. CNN, MSNBC. They\u2019re packaging all kinds of different places to reach the audience. But these ads are just ads that make impressions. They\u2019re not results oriented. They\u2019re not ads that you can measure their success the moment they run. There\u2019s not a phone number to call, there\u2019s not a sale on, there\u2019s nowhere the consumer goes to buy the product immediately. Their image or brand type ad that\u2019s simply cost per thousand. You\u2019re just paying to get your company name, your image or whatever you want in front of as many eyeballs as you can. It\u2019s called cost per thousand. They don\u2019t just buy CNN, maybe buy MSNBC at the same time, and maybe buy a local station in New York or Washington. They\u2019ll add that audience up and they\u2019ll tell the client, “With this buy we\u2019re reaching this many eyeballs.”<\/p>\n

CALLER: Oh, okay. And another comment wanted to make is I appreciate your MSNBC boycott.<\/p>\n

RUSH: (laughing).<\/p>\n

CALLER: Every time somebody opens their mouth and says Chris Matthews or MSNBC, you\u2019re talking about \u2019em, you\u2019re giving \u2019em notice.<\/p>\n

RUSH: Well, it finally hit me that why should I assist that? That\u2019s insanity that\u2019s on that network now, literal insanity.<\/p>\n

CALLER: It is. There\u2019s nobody there.<\/p>\n

RUSH: It\u2019s gotten to point, why promote it? You know, why create curiosity tune-in? So I\u2019ve banned MSNBC sound bites. Just very rarely do we suspend the ban. Now, newspaper advertisements, that\u2019s a whole different ball of wax. There you\u2019re talking circulation. There it does matter. It really does matter, telling an advertiser how many people in the local community are gonna see the ad. So what newspapers have done is they\u2019ve cast themselves as niche. And they approach advertisers as niche. I mean, media is so fragmented today. It used to be three networks and PBS. Now there\u2019s 200 plus or more. It\u2019s a whole different advertising landscape, so a lot of it has become niche. <\/p>\n

A lot of TV networks will target a specific, very small audience, and then try to sell advertisers on the fact that they\u2019re getting every eyeball in that audience. It may only be 150,000. Syfy network. I don\u2019t know what the numbers are. Just made it up. But they\u2019re out there telling people, we\u2019re getting everybody who loves this, everybody watching here. So if you want to reach a target-rich environment, disposable income. And then they price it accordingly, which makes it affordable. All kinds of ways around this. But you cannot discount and do not take out of the equation the fact that liberals are everywhere propping each other up, even advertising buyers. <\/p>\n

BREAK TRANSCRIPT<\/p>\n

Now, I got a couple e-mails about this advertising business. I was running through that pretty quickly. Let me just explain this cost per thousand thing, \u2019cause this is all inside baseball. But people do wonder. This guy said, well, if CNN doesn\u2019t have any audience, how are they getting advertising? The way it works, and don\u2019t doubt me on this. Liberals are everywhere and they fully understand what it takes to prop up the things they believe in. They believe in CNN. CNN is brave and courageous for soldiering on even though nobody watches. They\u2019re sticking with the cause. They\u2019re hammering Republicans. They\u2019re promoting Obama. They\u2019re paying a big price and nobody watches, but we need to keep him on the air. <\/p>\n

Now, you can\u2019t go to the ABC Widget Company and say, “I need a million dollars for you to buy a campaign on CNN.” The ABC Widget guy is gonna say, “What? I\u2019m not throwing my money away. Nobody\u2019s watching.” So what the media buyer will do, will suggest a cost per thousand campaign, which is different from results oriented. Basically when the commercial runs there\u2019s no immediate evidence that it\u2019s resulting in higher sales. Results oriented does. You know if it\u2019s working right then or not. That\u2019s what we do here, in large part. <\/p>\n

So what the media buyer will do in order to save CNN, will take this million dollars, theoretically, and they\u2019ll spend some of it at CNN and some of it at MSNBC, and then they\u2019ll maybe buy some local show somewhere, and they\u2019ll just add up all the eyeballs, and they\u2019ll tell the client, “With our brilliant buy, which includes CNN, which is highly prestigious to certain people, we got you on CNN. We got you on MSNBC, and we\u2019re gonna reach X-number of peoples, and with this million dollars here\u2019s how many people will see your spot.” <\/p>\n

And the client says, “Cool.” He doesn\u2019t care where the eyeballs are, as long as they are qualified eyeballs, people that might be interested in this product. Now, some of them are more sophisticated and will probably say, “Look, I don\u2019t want you throwing my money away on CNN. Nobody watching it.” You might also have a manager who loves CNN and will not have a problem with some of these dollars going there. Folks, it\u2019s easily done. <\/p>\n","protected":false},"excerpt":{"rendered":"

RUSH: Okay. I normally wouldn\u2019t talk about what I\u2019m gonna talk about next, but I\u2019m gonna talk about it because I have a giant See, I Told You So here, just a huge See, I Told You So. 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