Hasta La Creative!

Marketers are wondering whether Jimmy Kimmel can reset the clock on late night.

ABC is hoping to notch a few gains for Mr. Kimmel tonight when “Jimmy Kimmel Live” moves to 11:35 p.m. after years of starting after midnight. But his show is just one of at least nine now strenuously competing for viewers at an hour that once just about completely belonged to Johnny Carson. And there are more entries on the way.

ABC is portraying its move as an attempt to get better ad prices for the program — more on that in a moment — but the simple fact is this: As rivals Jay Leno and David Letterman draw closer to their inevitable retirements, the earlier start could help cement Mr. Kimmel as the next-best-known host in wee-hours broadcasting.

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