Nexstar's Strategic Reinstatement of “Jimmy Kimmel Live!”: A Catalyst for Regional Broadcasting Revival

Regional broadcasting has long grappled with declining viewership and ad revenue, particularly in the late-night TV segment. However, Nexstar Media Group's recent decision to reinstate Jimmy Kimmel Live! on its ABC-affiliated stations offers a compelling case study in strategic content realignment. By reengaging with a high-profile, advertiser-friendly program, Nexstar may be poised to reverse regional broadcasting's downward trends while navigating the delicate balance between community standards and national content appeal.

A Viewership Surge: Proof of Concept

The reinstatement of Jimmy Kimmel Live! in late September 2025 catalyzed an extraordinary ratings spike. According to a report by CNBC, the show's return drew 6.26 million viewers—nearly four times its average viewership of 1.4–1.8 million during the 2024–2025 season“Jimmy Kimmel Live!” To Return To Nexstar’s ABC Affiliated Television Stations^[1]. This surge was amplified by online engagement, with Kimmel's monologue garnering over 26 million views across platforms like YouTubeLate-night TV shows facing declining viewership and advertising revenue^[3]. Such metrics underscore the show's enduring cultural relevance and its ability to attract audiences even in a fragmented media landscape.

For Nexstar, this viewership boost is critical. As the largest owner of local TV stations in the U.S., Nexstar's 24 ABC affiliates now have access to a program that can drive both linear and digital traffic. This dual reach is particularly valuable in an era where streaming services and social media increasingly dictate content virality. By reinstating Jimmy Kimmel Live!, Nexstar not only restored a key programming asset but also reinforced its stations' role as gatekeepers to a broader, national audience.

Ad Revenue Potential: Navigating a Shifting Landscape

While late-night TV advertising revenue has declined sharply—from $439 million in 2018 to $220 million in 2025Late-night TV shows facing declining viewership and advertising revenue^[3]—Jimmy Kimmel Live! remains a relative outlier. As of 2025, the show had already generated $70 million in ad revenue, a figure that could grow with its reinstatement“Jimmy Kimmel Live!” To Return To Nexstar’s ABC Affiliated Television Stations^[1]. This resilience is partly due to the show's ability to attract the coveted 18–49 demographic, which saw a 0.87 rating during Kimmel's return episode—the highest in over a decadeLate-night TV shows facing declining viewership and advertising revenue^[3]. Advertisers, particularly those in consumer goods and automotive sectors, are likely to prioritize this demographic, even amid broader industry declines.

Nexstar's strategic calculus also involves balancing ad revenue with local market preferences. During its initial preemption of the show, Nexstar replaced Jimmy Kimmel Live! with local programming, including extended news segmentsNexstar and Sinclair’s decision to preempt the return of *Jimmy Kimmel Live!*^[5]. While this approach may have preserved short-term ad revenue in conservative-leaning markets, it risked alienating younger, more diverse audiences. The reinstatement suggests Nexstar has recalibrated its strategy, prioritizing national appeal and advertiser demand while maintaining flexibility to adjust schedules in specific markets.

Strategic Positioning: Nexstar's Broader Ambitions

Nexstar's decision to reinstate Jimmy Kimmel Live! must also be viewed through the lens of its $6.2 billion pending acquisition of Tegna“Jimmy Kimmel Live!” To Return To Nexstar’s ABC Affiliated Television Stations^[1]. This merger, which requires FCC approval, would expand Nexstar's reach to 213 stations, further solidifying its dominance in regional broadcasting. By aligning with a high-profile show, Nexstar strengthens its leverage in negotiations with content providers and advertisers, positioning itself as a critical player in both local and national media ecosystems.

Moreover, Nexstar's actions reflect a broader industry trend: the reassertion of local broadcasters' editorial independence. As stated by Nexstar in its official announcement, the reinstatement followed “productive discussions” aimed at ensuring programming reflects “diverse audience interests”Nexstar changes tune on airing 'Jimmy Kimmel Live!'^[6]. This framing allows Nexstar to navigate political sensitivities while maintaining its First Amendment commitments—a delicate balancing act that could serve as a model for other regional broadcasters.

Risks and Considerations

Critics argue that Nexstar's initial preemption of Jimmy Kimmel Live! highlighted the risks of content suppression based on ideological groundsLate-night TV shows facing declining viewership and advertising revenue^[3]. While the company has since reversed course, the episode underscores the vulnerability of regional broadcasters to political and regulatory pressures. Additionally, the broader decline in late-night TV viewership—marked by a 72% drop in the 18–49 demographic since 2013–14Late-night TV shows facing declining viewership and advertising revenue^[3]—suggests that even high-profile shows may struggle to sustain long-term growth without innovative formats or cross-platform integration.

Conclusion: A Blueprint for Revitalization

Nexstar's renewed partnership with Jimmy Kimmel Live! demonstrates a pragmatic approach to regional broadcasting's challenges. By leveraging the show's viewership surge, ad revenue potential, and cross-platform engagement, Nexstar has positioned itself to capitalize on both local and national market dynamics. For investors, this case study highlights the importance of strategic content partnerships in an era of media fragmentation. While risks remain, Nexstar's ability to adapt to shifting audience preferences and regulatory environments offers a compelling blueprint for revitalizing regional broadcasting.