In 2009, two distinctly different men battled publicly for America’s most prestigious late-night TV throne: hosting NBC’s The Tonight Show.

On one side stood Jay Leno, the veteran comedian beloved by middle America for his predictable, approachable humor. On the other, Conan O’Brien, an unconventional comic idolized by younger audiences for his quirky, edgy style.

NBC’s controversial decision to shift The Tonight Show from Conan back to Leno after only seven months ignited public outrage, reshaped late-night TV history, and left lasting bitterness between two of television’s biggest personalities.

A Battle Rooted in Tradition

To fully grasp the conflict, we must rewind to 1992 when Johnny Carson—the undisputed king of late-night TV—retired after three decades at the helm of The Tonight Show.

Jay Leno, chosen by NBC executives over David Letterman, inherited Carson’s throne, sparking the first wave of controversy. Letterman, feeling betrayed, famously moved to CBS, creating a decades-long rivalry.

Fast forward to 2004. NBC, eager to retain Conan O’Brien amid lucrative offers from competing networks, promised him The Tonight Show within five years, explicitly stating that Leno would step down in 2009. Leno publicly endorsed the decision, pledging a peaceful transition.

Yet, behind the scenes, Leno was far from content. Still dominating ratings, Leno felt pushed out prematurely, despite maintaining his number-one spot in late-night television.

As 2009 approached, NBC executives panicked over losing Leno to rival networks like ABC or Fox, attempting to please both stars by creating an unprecedented arrangement.

NBC launched The Jay Leno Show in primetime at 10 p.m., directly ahead of Conan’s Tonight Show. This unprecedented move not only diluted The Tonight Show’s legacy but created immediate ratings problems.

Leno’s primetime venture initially succeeded, attracting over 17 million viewers at launch but quickly plummeted to just 5 million viewers.

This strategic failure severely impacted NBC’s ratings across the board, hurting the 11 p.m. local news and consequently Conan’s Tonight Show at 11:35 p.m.

NBC affiliates complained bitterly, and Leno himself publicly suggested moving his show back to the original late-night slot, prompting NBC to propose shifting Conan’s Tonight Show to a 12:05 a.m. slot—a decision Conan found unacceptable.

O’Brien publicly refused this demotion, passionately defending the tradition and legacy of The Tonight Show.

In his famous “People of Earth” letter, Conan emphasized he wouldn’t allow the iconic franchise’s destruction under his watch, sparking overwhelming support from fans and celebrities alike.

Social media exploded with the “I’m with Coco” campaign, as millions rallied behind Conan, transforming him into a cultural hero symbolizing integrity and creativity over corporate manipulation. Ratings surged as viewers tuned in to support Conan in his final weeks.

Ultimately, on January 21, 2010, Conan departed NBC gracefully, securing a $33 million payout for himself and generous severance packages for his staff.

Meanwhile, Leno reclaimed The Tonight Show, a move widely seen as the epitome of Hollywood backstabbing.

Critics accused Leno of sabotaging Conan’s run, stealing his thunder by replicating his original Tonight Show at an earlier time, effectively competing against his supposed successor.

Though Leno insisted NBC left him no choice and that he held no ill intent, public opinion largely portrayed him as the villain.

Despite NBC successfully restoring ratings by reinstating Leno, the controversy permanently stained the network’s reputation, highlighting the ruthless nature of entertainment politics.

Conan moved to TBS, continuing his comedy career independently from NBC, while Leno eventually handed The Tonight Show to Jimmy Fallon in 2014.

The Conan vs. Leno feud remains one of television’s most memorable conflicts, a cautionary tale of ambition, legacy, and the brutal business decisions shaping American entertainment.