Assessing Damage of Late-Night Shuffle on Leno Brand

By Andrew Gauthier 


NBC did serious harm to one of its most valuable properties when it tossed out its late-night succession plan in January — and now we can say exactly how serious.

The number of people who view Jay Leno unfavorably increased dramatically in the weeks after the network announced it was moving him from the 10 p.m. slot it installed him in last summer back to 11:30, where he had long reigned as host of The Tonight Show. That’s according to the latest survey from Marketing Evaluations Inc., the Long Island research film behind the closely watched “Q Scores,” an objective measure of celebrities’ likability. More…