'Daily' ratings not funny

Comedy Central skein down 14% from last year

By JOSEF ADALIAN

NEW YORK -- After an encouraging start, ratings for the Jon Stewart-hosted version of Comedy Central's "Daily Show" have taken an unexpected downturn among the just-for-yuks cable channel's core audience of young men.

Since Stewart took over as host Jan. 11, "Daily" has averaged a 0.6 Nielsen rating among men 18-34 in Comedy Central's universe of 57 million homes. That's down a sharp 14% from the 0.7 rating the program averaged during the same nine-week frame a year ago, when Craig Kilborn hosted.

Of most concern, however, is that, after solid first-week numbers, Stewart's ratings have drifted downward almost every week since, plunging from a 0.8 during his first week on the air to a 0.6 during his second week as host to a 0.4 by week seven. During March, Stewart's "Daily" numbers have rebounded -- averaging a 0.7 the weeks of March 1 and 8 -- but numbers are still below Kilborn-era averages on most nights.

Comedy Central execs say they're not worried about Stewart's numbers, arguing that comparisons between Kilborn and Stewart are unfair this early into Stewart's tenure. They also believe Kilborn's first-quarter 1998 Nielsen averages were inflated by the halo effect created by a handful of original "South Park" episodes that aired during that frame.

And while Stewart's losses among young men would seem to be a negative for a channel whose main sellable demo is men 18-34 (with an emphasis on guys 25-34), Comedy Central programming chief Eileen Katz said Stewart is helping expand her net's overall appeal.

"Part of what we hoped would happen (with Stewart) ... is that we would have an opportunity to appeal to an even broader audience," she said. "And what we're seeing is the overall complexion of the show is much improved."

Indeed, Stewart's nine-week average among all Comedy Central homes -- a 0.6 rating -- is identical to what Kilborn was averaging last year during the same frame. Moreover, ratings declines among all adults 18-49 are much smaller than among men 18-34.

Katz added that Stewart has brought in a larger number of A-list celebrities as guests, pointing to recent bookings like Billy Crystal and Sandra Bullock as examples. "These are guests that don't do cable talkshows," she said.

Still, Stewart's early ratings performance is somewhat disappointing considering the huge expectations created by his hiring.

The net launched one of its most aggressive promo and publicity campaigns ever in support of the relaunch of "The Daily Show," touting Stewart's arrival as a sign that the laff channel had come of age.

Stewart is pulling down an estimated $1.5 million-$2 million per year, making him one the highest-paid performers in Comedy Central history.