CNN’s Free Fall Has Gotten Worse, And The Ratings Are As Low As They Can…
The network conservatives once labeled the “Clinton News Network” at the height of its influence might now wear the label of “Cratering News Network,” based on the most recent ratings.
The flaw is most visible in the demographic that advertisers most desire, according to Fox News, citing Nielsen Media Research.
Advertisers want as many viewers in the 25-54 demographic as possible because they are most likely to have disposable income. CNN averaged only 84,000 viewers in that age range during prime-time hours of 8 p.m. to 11 p.m. last week.
In comparison, Fox News averaged 219,000 viewers.
According to the outlet, the last time CNN had a prime-time 25-54 audience this small was the week of September 30, 1991.
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The liberal cable network’s total day viewership was not much better. CNN averaged 80,000 viewers in the key demographic, far less than Fox News’s 150,000 viewers.
CNN’s overall picture was bleak. CNN ranked 21st with an average of 383,000 viewers, trailing Fox News, which had nearly 2 million primetime viewers. It ranked 33rd among basic cable networks in the important 25-54 age range.
CNN has been reorganizing in an attempt to move away from its reputation as an anti-Trump echo chamber. It uses its 9 p.m. time slot for a variety of news-related programming.
That has, however, been a weak link in its primetime offerings. According to The New York Times, Anderson Cooper’s 8 p.m. show had an average audience of 584,000 viewers in one recent week, while the 9 p.m. show had only 407,000 — a 30% drop.
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CNN is also becoming a punchline.
According to the New York Times, Secretary of State Antony Blinken made fun of the network at a recent Gridiron Club dinner in Washington.
“According to the guest list, there are 600 attendees here tonight. CNN would kill for an audience like that,” he said.
CNN stated to the New York Times on Thursday that it is focused on journalism rather than ratings.
“We’ve been openly experimenting with a variety of programming directions over the past few weeks. Without an established format, cadence or promotion for that hour, the network has focused exclusively on producing smart and meaningful content — not on ratings,” the statement said.
“But man, they are getting a lot wrong while the ratings appear damned to irrelevance,” Kyle Koster wrote Friday on The Big Lead.
“Even when CNN was a punching bag and target for the right, it was in the conversation. Now it feels as though people don’t even glance up from their devices at the airport to see what segment they’re doing on mute,” Koster said.
“Getting something out of the 9 p.m. slot with ad hoc specials that are announced mere days before and playing musical chairs does not seem to be a winning strategy,” he wrote. “There are years and years of learned behavior that a specific anchor is going to be there for cable news’ most competitive hour that must be unlearned.
“At some point, maybe one starts to wonder if asking everyone to unlearn it has a higher chance of succeeding than finding a suitable permanent replacement for Chris Cuomo.”
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