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Media buyers fairly frosty on prospects for prime-time Leno; CBS, ABC expected to top him in ratings even with untested shows.

Publication: Advertising Age
Publication Date: 08-JUN-09
Format: Online
Delivery: Immediate Online Access
Full Article Title: Media buyers fairly frosty on prospects for prime-time Leno; CBS, ABC expected to top him in ratings even with untested shows.(CBS Broadcasting Inc.)(American Broadcasting Companies Inc. ABC Broadcast Group)

Article Excerpt
Byline: BRIAN STEINBERG

NBC is touting Jay Leno's new prime-time program, which will make its debut Sept. 14, as an innovative, DVR-proof move, but buyers say the new talk show will draw fewer viewers than ABC and CBS on any given night, and are balking at paying prime-time prices for what they view as late-night ratings.

"He will guarantee NBC a third-place finish [behind ABC and CBS] in...

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