The King of Late Night TV: Jimmy Fallon Keeps the Social Media Throne

Published by Engagement Labs on September 17, 2015

But The Late Show newcomer Stephen Colbert is close behind

Gone are the days when David Letterman would greet you on your TV while you lounged around in the comforts of your home. With the Fall 2015 TV season rolling out onto our small screens, a new competitor has entered the late night TV ring to fill the now-retired host’s big shoes. You may know him as the host of The Colbert Show, Stephen Colbert,  

With The Late Show with Stephen Colbert debuting on September 8th, 2015, we tracked eValue scores of the top U.S. late night shows leading up to the debut and the following two days after the premiere, to see the effect the new host had in the late night TV game.

Top 7 Late Night Show Rankings according to eValue

Debuting to 6.6 million viewers on TV, according to Neilsen figures, The Late Show with Stephen Colbert undoubtedly made waves through TV ratings. We then used our eValue tool to see how the show fared on Facebook and Twitter.

Following the premiere, The Late Show with Stephen Colbert jumped significantly from 7th to 3rd place on Facebook, with an increase in eValue score from 65.86 to 76.72. The Late Show also showed up the competition by boasting the highest Engagement subscore of 99.37. Proving itself a worthy adversary, The Late Show still could not dethrone the reigning champion, The Tonight Show Starring Jimmy Fallon.

Remaining in first place on Facebook after the premiere of The Late Show, Fallon’s eValue score and Engagement subscore increased. Fallon also saw a growth in his fan base, which increased to 85,573 new fans in the time period, compared to the week before where his channel experienced 9,757 fan growth.

Fallon managed to get the upper hand on Colbert in part due to his Impact score, which was an impressive 35.61 points higher than Colbert’s. On top of that, Fallon also maintained the highest Responsiveness subscore of 41.23, following the premiere, in comparison to Colbert’s 0 subscore for Responsiveness.

Looking at these scores, there are several things Colbert can do to dethrone his rival. By taking a page out of Fallon’s social media book, Colbert should begin engaging with fans and followers to increase brand affinity and improve his Responsiveness subscore.

As well, with Colbert being new to the competition, he is in a good spot to increase his Impact subscore as he has a higher active user base than Fallon. Colbert’s challenge now is to determine the best type of content for his audience and maintain this momentum to drive his eValue score up and take that first place spot.

Turning over to Twitter, we see Colbert dominating the competition by replacing Fallon in first place after the premiere. With a massive increase in his Impact subscore from 40.29 to 85.52 and the highest number of retweets, mentions, and favorites per 1000 fans, The Late Show blew the competition out the water. However, The Late Show’s Responsiveness subscore was still no match for Fallon, who still maintained the highest Responsiveness on Twitter. 

So while we see The Late Show with Stephen Colbert putting up an impressive fight by taking the Twitter late night TV throne, the competition is only heating up as The Tonight Show Starring Jimmy Fallon still reigns above the rest overall.

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About eValue™:

The eValue™ score measures the effectiveness of a brand’s overall social media performance on Facebook, Twitter, YouTube and Instagram and provides a score from 0 – 100. It’s the aggregate of the three subscores including Engagement, Impact, and Responsiveness that work together to create one top-level KPI. Our subscores are calculated by using hundreds of submetrics which are then benchmarked against a hand-picked database of 100,000 verified brand accounts on each channel.

Engagement: Measures the level of interaction generated by your content and how well your community reacts to it.

Impact: Measures how many unique users have potentially been exposed to a piece of content posted by the channel’s admin through organic, viral and paid reach.

Responsiveness: Measures the rate, speed and quality of your responses to fans.