Since Jimmy Fallon took over NBC’s The Tonight Show in 2014, he has been a ratings juggernaut. But in January, CBS’ The Late Show with Stephen Colbert, took a lead in total viewers, which has now extended to an eight-week streak and a rare win for CBS late night in the first quarter of 2017. According to data from AffinityAnswers, Colbert’s ratings boost coincides with a social lift, even for advertisers with already strong social affinity for the show, as evidenced by commenting, posting photos, retweeting, hashtagging and more on Facebook, Instagram and Twitter.

By looking at the engagements of Late Show fans across 60,000 brands and over 400 million social users worldwide, AffinityAnswers data shows that these marketers – already some of the show’s top brand affinities – are in a better position than ever to leverage the show’s fans just as it is seriously gunning for late night dominance.