Comedy Central's "@midnight," a new talkshow/gameshow hybrid that pokes fun at social media, scored well among its target young viewers last week.
The Chris Hardwick-hosted program, airing weeknights after "The Colbert Report," was the No. 3 latenight cable talkshow in adults 18-34 for the week of Oct. 21, averaging 297,000 viewers, according to Nielsen. It retained nearly 90% of "Colbert's" 18-34 audience (336,000) and outperformed TBS' "Conan" (242,000) and E!'s "Chelsea Lately" (127,000) among others.
Among men 18-24 (94,000) and 18-34 (223,000), "@midnight" built on "Colbert Report" and placed second only to the network's "Daily Show," which airs an hour earlier and was No. 1 among cable talkshows in all categories.
In these male demos, the four-night premiere-week audience of "@midnight" also compares favorably to the recent averages of broadcast talkshows. Its 223,000 men 18-34 last week was larger than the October average of NBC's "Tonight Show With Jay Leno" (168,000) and "Late Night With Jimmy Fallon" (152,000), ABC's "Jimmy Kimmel Live" (123,000) and CBS' "Late Show With David Letterman" (91,000), according to Nielsen data for original episodes.
In total viewers, "@midnight" averaged 609,000 viewers in its first week, retaining about half of its "Colbert Report" audience (1.2 million). "Daily Show" averaged 1.62 million.
Not surprisingly, the signature segment of "@midnight" was a big success on Twitter, generating trending topics during each episode. It was also ranked by SocialGuide as the new Late Fringe category's top entertainment series for four of its first six episodes (including two this week).