#660: Six Hundred and Thirty-Two Ripples

As the reigning ace of late-night talk shows in the United States, The Tonight Show has dominated ratings for nearly 30 years. From Johnny Carson to Jay Leno, the show's throne as the ratings champion has remained unchallenged—until 2009, when a power struggle within NBC led to Jay Leno being forced out of the show, only to be replaced by his rival, Conan O'Brien. This transition also involved a significant dispute that began in 1993.

At that time, the legendary Johnny Carson made the decision to retire, and there was intense competition for his successor. Among the contenders were Jay Leno and David Letterman. NBC TV had promised Leno the coveted position as Carson's successor, but at the last moment, Johnny's choice, Jay Leno, won the host seat, causing tension with Letterman. This led to a fallout between David and NBC, and Letterman left the network for CBS, leaving NBC in disarray. Conan O'Brien, the newcomer, was then tasked with cleaning up the mess.

At the time, Conan was relatively unknown, with no substantial fanbase or impressive resume. His early days as host saw The Tonight Show's ratings plummet, and his erratic hosting style—described as "jumping around in front of the camera, with no clear direction"—further intensified the pressure on him. NBC even entered into a one-week renewal contract with Conan at first. However, despite the difficult circumstances, Conan eventually proved his worth and solidified his position as a die-hard loyalist to NBC.

Conan's replacement of Jay Leno marked a major moment in the late-night show's history. But the format of the late-night talk show wasn't well-suited to Conan's style, which led to a decline in ratings. After just three months, NBC decided to bring Leno back, and Conan returned to his previous late-night show slot.

Before the upheaval, The Tonight Show regularly enjoyed average ratings above 3.0, sometimes even breaking 4.0. This was remarkable for a late-night talk show, considering that TV dramas airing in prime time rarely reached such heights today.

However, the chaos caused significant damage to the show's reputation. Even Jay Leno's return couldn't quickly restore the lost audience. When Leno returned in September 2009, the episode earned a 4.2 rating, signaling a brief recovery. But, over time, the ratings gradually fell below 3.0.

On October 14, 2011, The Tonight Show aired a special episode featuring Renly Hall, which became a ratings phenomenon, attracting 9.07 million viewers and a 4.0 rating—the highest in two years. This episode marked a revival for the show, as it not only became the top-rated program on Friday but also claimed the title of the highest-rated talk show for the week. To put it in perspective, The Late Late Show with David Letterman—the second highest-rated show that night—drew only a 2.1 rating. This meant The Tonight Show's ratings were nearly double those of its competitor, effectively delivering a powerful blow to Letterman.

The special episode was not only notable for its ratings but also for the chemistry between Renly Hall and Jay Leno, which was widely praised by the media. Variety magazine even described their back-and-forth as "a long-lost duel feast."

Throughout the year, Renly's musical talent was highlighted on The Ellen Show and was praised for its charm, tact, and occasional wit. But on The Tonight Show, Renly showcased a different side—his composure and calm intelligence during his exchanges with Leno were equally captivating.

Following the airing of the episode, Leno spoke highly of Renly, even joking, "I watched Crazy in Love with Mavis the night before, and now I finally understand why women scream over Renly!"

The influence of The Tonight Show among managers, artists, and production companies is immense. The show's ratings continue to perform strong, and Jay Leno's influence is undeniable, particularly because of the show's audience—a key consumer group.

In comparison, The Ellen Show has a more youthful audience, particularly white-collar workers, while The Oprah Winfrey Show holds sway over middle-aged women and housewives. In contrast, The Tonight Show's audience comprises professionals, middle-aged individuals, and those with higher levels of education—making it the prime platform for promoting albums and films that target these demographics.

This was evident when Renly Hall's album Don Quixote became an internet sensation after its appearance on The Tonight Show. Initially overlooked, the album exploded in popularity following the show's broadcast, leading to massive online engagement. Renly's song "Your Bones" was particularly well-received, and it quickly became the subject of tweets from major stars like Ellen DeGeneres, Ryan Gosling, Jennifer Lawrence, Katy Perry, and Paul Walker. These tweets significantly boosted the album's visibility, with fans and celebrities alike sharing their love for the album.

In fact, the album's release had been kept under wraps before the Tonight Show appearance, and it wasn't until the show's promotion that it garnered widespread attention. As a result, Don Quixote saw its sales and streaming numbers surge, and it dominated the charts for weeks, cementing Renly's place in the music industry.

This was proof that the power of The Tonight Show could transform an overlooked album into a global sensation, all thanks to the combined influence of the show, its host, and the celebrities who amplified Renly's success.