• by Wayne Friedman , November 29, 2019

NBCUniversal has dramatically amped up its on-air promotion for its flagging “Tonight Show with Jimmy Fallon.”

Over the past month, NBCU has aired some 365 on-air promos on its various networks and programs, pulling in 416.3 million impressions over a month-long period (Oct. 25 to Nov. 25), according to iSpot.tv.

This is almost 37% of the 985 total on-air promos aired over the past year for the show. Since the start of the season, in late September, “Tonight” has had 438 promos.

This past month, NBC Television Network has seen 73 promos for the show, with E! at 31 and Bravo, CNBC and NBCSN each at 30 promos.

Shows where the promos have run include “Law & Order: Special Victims Unit,” “Sunday Night Football,” “Chicago P.D.,” “Pro Football Talk” and “Snapped.”

By comparison, a year ago during the same period, the “Tonight” show had a total of 60 on-air promos, all on the NBC TV network -- pulling in some 276 million impressions.

Over the last year, late-night competitor CBS’ “Late Show with Stephen Colbert” has seen a ratings gain -- not only in total viewers, but among younger 18-49 viewers, the most important audience for late-night TV marketers.

Season-to-date, “Late Show” now has a commanding lead in total viewers -- a Nielsen-measured 3.51 million viewers and a 0.44 rating/3 share in 18-49 viewers.

“Tonight” -- which had been running neck-and-neck with “Late Show” in 18-49 viewers -- is now at 0.40/3 in 18-49 viewers and is averaging 1.93 million total viewers -- coming in slightly below “Kimmel,” which is at 1.95 million viewers.

“Jimmy Kimmel Live” is at a distant third place in 18-49 viewers with 0.34/3, compared to “Late Show” and “Tonight.”

Viewing data here is from season-to-date Nielsen ratings through Nov. 15 -- live program-plus-seven days of time-shifted and live program-plus-same day time-shifted viewing for the most recent weeks.

Over the same, recent month-long period, “Late Show” has had 109 on-air promos  -- and 197 since the season started in late September. “Kimmel” is at 51 for the most recent month-long period, and 260 promos since the new season began.