• by Wayne Friedman , Staff Writer, January 13, 2012

News that David Letterman might still be on CBS late night in 2014 -- which will give him a stint (including his run on NBC) of 32 years on the air -- might make some wonder about the value of long-running shows in the digital age.

"The Simpsons" has been on Fox for 23 years, "Wheel of Fortune" in syndication and on network for 37 years, and "60 Minutes" on CBS for 43 years.

These are multi-decade brand names viewers can immediately identify with -- if not use as comparisons with other shows. In some ways they are beyond sudden content reproach or rating declines.

For marketers, shows like these have been a safe haven for the most part, even if overall commercial media costs have risen. Advertisers like predictability and don't like sudden changes in content. Shows like these are just one less problem to worry about in a fractionalized and fast-moving entertainment world.

Sure, Letterman may admit to some head-scratching personal activity or remarks that weren't in anyone's best interest. But those are rare. "The Simpsons" may not attack public subjects with the edge it had in the past. These shows have somewhat of a Teflon feel.

In this digital world, these shows are increasingly vestiges of a TV business gone past. Mind you, back in 1992, when Johnny Carson retired after 30 years on the air, many TV analysts didn't figure any late-night successor would necessarily go as long as Carson. 

Time-shifted programming hasn't damaged these long-running efforts.

Research has shown that late night talk shows, first-run syndicated shows, and news magazine shows have a much lower level of time-shifted viewing than scripted or even unscripted primetime programming. As for "The Simpsons," animated shows can have a different lifespan because writing and voice performers are the key ingredients. DVD boxed sets of "The Simpsons" have been good sellers for 20th Century Fox.

Long-term TV shows are a rarity in a digital age of generally shorter runs across all networks.  Against this, from a value proposition, viewers and business partners view them differently now.