For the past two years, Fox News has spun a narrative that’s as slick as it is seductive: Greg Gutfeld, the irreverent host of “Gutfeld!”, has conquered late-night television. According to Fox’s on-air graphics and social media posts, he’s outdrawing the genre’s biggest names—Stephen Colbert, Jimmy Fallon, and Jimmy Kimmel. The message is clear: Gutfeld has toppled the late-night establishment, ushering in a new era of conservative comedy dominance.

It’s a story tailor-made for Fox’s loyal audience, and one that much of the media has echoed without much scrutiny. But is it true? Or is Gutfeld’s reign as “late-night king” little more than a clever illusion, propped up by selective statistics and a redefinition of what “late night” really means?

The Fallon Appearance That Sparked the Debate

This debate reached a fever pitch when Gutfeld appeared on “The Tonight Show Starring Jimmy Fallon.” For some, it was shocking to see Fallon—a fixture of mainstream entertainment—welcome a Fox News firebrand onto his set. For others, it was simply surreal: Why was a host who claims to have dethroned Fallon now sitting in his guest chair?

Media outlets quickly seized on the encounter, framing it as a clash between late-night titans. Headlines suggested Gutfeld was part of the same competitive universe as Fallon, Colbert, and Kimmel. But the reality is far more complicated.

What Counts as “Late Night”?

To understand why, it’s essential to know how television actually defines “late night.” It’s not just about jokes, monologues, or celebrity interviews—it’s about time slots. According to Nielsen, the ratings authority, prime time ends at 11 p.m. Eastern (10 p.m. Central). Late-night programming begins after that, when audiences shrink, demographics shift, and advertising rates drop.

Gutfeld! airs at 10 p.m. Eastern, 7 p.m. Pacific—a prime-time slot. Meanwhile, Colbert, Fallon, and Kimmel compete for viewers after prime time, often starting well past 11 p.m., when most Americans are winding down or heading to bed. The difference in available audience is massive.

So, while Fox News touts Gutfeld’s ratings as evidence of a late-night triumph, the comparison is misleading. He’s surfing a much bigger wave of available viewers than his supposed rivals.

Why the Numbers Look So Good

To be clear, Gutfeld! is a bona fide hit. In the second quarter of 2025, it averaged about 3 million viewers per night—more than doubling or tripling the audience of CNN’s prime-time offerings and regularly outdrawing nearly everything on MSNBC except “The Rachel Maddow Show.” On some nights, Gutfeld! even surpasses its powerful lead-in, Sean Hannity, a notable achievement on a network where Hannity is a ratings juggernaut.

And yes, Gutfeld’s numbers often exceed those of Colbert, Kimmel, and Fallon. But context matters. Gutfeld benefits from the sheer volume of prime-time eyeballs, especially on the West Coast, where his show airs at 7 p.m.—dinner time, family time, and “Wheel of Fortune” time. Comparing Gutfeld’s audience to Fallon’s 11:35 p.m. broadcast is like comparing apples to midnight pears.

Nobody compares “Dateline” at 10 p.m. on Fridays to “The Tonight Show,” nor does anyone pit “The Today Show” against “NBC Nightly News,” even though both are news programs. Different hours mean different audiences—and different rules.

The Ghost of “Red Eye” and Gutfeld’s Evolution

Part of the confusion stems from Gutfeld’s history. When he hosted “Red Eye” at 3 a.m. Eastern, he was firmly in the late-night world—albeit in the graveyard slot. His later Saturday-night experiment, “The Greg Gutfeld Show,” aired at 11 p.m., putting him within reach of the genre.

When Fox rebranded the program as “Gutfeld!” in 2021, it made sense to frame him as a late-night contender. For two years, Gutfeld played the role of underdog, sticking it to the establishment from the same time slot as Colbert and Fallon. But when the show moved to 10 p.m. in 2023, the illusion should have ended. Instead, Fox doubled down.

Why the Illusion Persists

Why does Fox cling to the “late-night king” narrative? The answer is simple: politics and branding. Positioning Gutfeld as the king of late night gives Fox a symbolic victory in the culture wars. It suggests that conservative comedy—long mocked as a contradiction—has finally triumphed over the liberal stronghold on the genre.

It’s also branding gold. Every network loves to call its shows “#1,” but Fox has turned it into an art form. By labeling Gutfeld a late-night winner, they add another crown jewel to their arsenal of superlatives. Gutfeld himself relishes the chance to present as the outlaw comic who beat the system, tweaking critics and fueling his fan base.

A Prime-Time Player in Late-Night Drag

Strip away the spin, and the reality is clear: Greg Gutfeld is not a late-night host. He’s a prime-time personality, competing not with Colbert and Fallon, but with scripted dramas, true-crime mysteries, and other cable news offerings. And in that realm, his success is undeniable.

Pretending otherwise does a disservice—not just to the shows he’s unfairly compared to, but to the very idea of how television is measured and judged. Late night and prime time are different arenas with different stakes. To conflate them is to play along with a marketing illusion.

The Impact on the Media Landscape

Gutfeld’s success is, in many ways, a reflection of changing media consumption habits. As traditional late-night TV faces declining viewership and increased competition from streaming platforms and social media, Gutfeld! has carved out a niche by offering a conservative take on the talk-show format. His irreverent humor, political commentary, and willingness to court controversy have made him a favorite among Fox’s audience.

But the larger question remains: Is Gutfeld really winning the “late-night war,” or is he simply dominating a different battlefield? The answer depends on how you define the terms—and whether you’re willing to look past the spin.

The Bottom Line

Greg Gutfeld doesn’t need the late-night crown. He already has what most TV hosts dream of: a loyal audience, enviable ratings, and a format that lets him riff nightly on politics and culture without apology. That should be enough.

Yet in an age where perception is power, Fox prefers the myth. And so Gutfeld will go on strutting as the “king of late night,” even as his throne is planted firmly in prime time.

The real question is: how long will the rest of the media keep playing along?