A little over 20 percent of hard-core fans of Mr. Stewart and Mr. Colbert said in a “multi-engagement study” conducted by Harris Interactive Research that “people think I’m cool because I watch” those two programs.
And, the same survey says, viewers who identify themselves as fans of other late-night hosts — viewers who don’t even watch the Comedy Central shows — are pretty darn impressed too. Among the terms fans of people like Jay Leno, David Letterman and Conan O’Brien used to describe viewers of Mr. Stewart and Mr. Colbert were “enthusiastic,” “friendly,” “fun,” “more informed, “more intelligent,” “trustworthy,” “warm,” and “witty.”
All those encomiums, which were included in a list that participants could check off, were chosen by more than 60 percent of people answering the survey, which, it should come as no surprise, was commissioned by Comedy Central.
The cable channel wants to prove that its late-night viewers are so impassioned about their hosts that their shows offer special value to beleaguered television advertisers looking to ensure that their messages reach truly engaged viewers.
Born Curious 
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