After his controversial exit from NBC’s Tonight Show earlier this year, Conan O’Brien is making his return to late night on TBS Nov. 8. O’Brien is taking to the web to hype his new show, and will appear in a brief video sponsored by Coca Cola’s Diet Coke on Monday, Nov. 1, at 11 p.m. via TeamCoco.com, YouTube and Facebook.

The web show is the latest in a series of promotions Time Warner has launched to generate attention for Conan’s new program. Jimmy Fallon also used the web to work out kinks before launching “Late Night with Jimmy Fallon” on NBC in March 2009.

We ran analysis on Conan O’Brien compared to his late night competitors Jay Leno, David Letterman and Jimmy Fallon over the past several months.

Conan is currently generating the most chatter, and has consistently generated the most chatter all summer.

Conan vs Leno vs Letterman vs Fallon chatter trend

Conan vs Leno vs Letterman vs Fallon chatter June 2010-present

How will Conan’s buzz affect the ratings on his new show?

On a recent episode of Late Night with Jimmy Fallon, Jimmy and Kevin Rose (creator of Digg.com and guest of the show) decided to run an experiment to create a “Twitter Rockstar”. The idea was simple: they pick an audience member, send a “tweet” out to all of their followers linking to this audience member’s Twitter account, and announce it on TV.

Their purpose was to take an unknown and unfollowed Twitter user and expose him to millions of people with the intent of creating thousands of followers for him and increasing his popularity instantly. It worked, as he received over 10,000 followers before the show even aired.

Today, he sits at about 33,000 followers. The question is, how long did his “15 minutes of fame” really last? Let’s take a look at the conversations.

It’s been a good year for Jimmy Fallon. Since March 2008 he went from last to first in Web chatter among all other late night talk show hosts. Will his popularity continue to rise or fade as the newness wears off? He’s currently one of the most followed people on Twitter…will be interesting to check again in a few months once the new Leno and Conan shows start airing.