Steep losses at CNN as cable ratings tumble in October
Filed under: Media
Like other cable news channels, CNN enjoyed huge ratings in the run-up to last year's presidential election. But the original 24-hour news channel seems to be doing less well than its more opinion-driven rivals now that Balloon Boy has replaced Barack Obama as the big story du jour. As the October ratings period draws to a close, CNN is facing dizzying year-over-year drops in viewership for its prime-time shows, particularly in the age group advertisers target most avidly, adults 25 to 54. Its prime-time average in that demographic is down 78 percent versus October 2008, according to data from Nielsen Media Research. On a full-week basis, CNN is on pace to end up in a tie for third place with its own sister network, HLN, something that has yet to happen in 2009.
Of course, all the news networks are down on most measures from last October, when the election combined with the financial crisis to drive viewership to record levels. But CNN's losses are the steepest by far. By contrast, MSNBC's prime-time average in the 25-to-54 demo is down a comparatively milder 62 percent, while Fox News lost less than 36 percent of its viewers in that group. Both networks feature a much more opinion- and personality-driven format in prime time than CNN.
Asked about the viewership declines, a CNN spokeswoman responded with an emailed statement (which I've truncated somewhat):
CNN and HLN are both beating MSNBC in the key demographic for the month of October (total day). As we have said for years, we measure our audience across the day and across all of CNN's platforms, not just prime time. This is the basis for advertising sales. We're extremely pleased that we are the only news organization that has two television networks delivering large audiences thanks to the continued growth of HLN.But CNN's share of the total-day 25-to-54 ratings pie is actually down 4 percent year-over-year, falling from 26 percent to 22 percent. Meanwhile, MSNBC is also down (from 20 to 17 percent), while Fox is up 6 percent, to 36 percent, and HLN is up 2 percent, to 16 percent.
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Reader Comments (Page 1 of 1)
10-26-2009 @ 10:33AM
frank said...
keep kissing obamas ass and the ratings will fall even more
Reply
10-26-2009 @ 12:38PM
Mark said...
Frank,
EXACTLY!!! Good call!
10-26-2009 @ 10:38AM
Ed Riles said...
Re: Loud Commercials
Automatic Volume Control (AVC) has been around since the early days of radio. What's the fuss? Use the circuitry that's been invented for these many years. I worked then and it'll work now.
Reply
10-26-2009 @ 11:06AM
Blaine Mckinney said...
No wonder CNN and HLN are doing so poorly in the ratings! With questionable decisions like giving Joy Behar her own stupid show, they deserve to have their heads examined! She is the most undeserving and undesirable talk show host ever! What were they thinking? She has not one idea to contribute...
Reply
10-26-2009 @ 12:06PM
Joe Tighe said...
CNN and other traditional broadcasters are now competing with an onslaught of engaging and well produced "new media" content. I like CNN, the production is stellar and the content seems to be unbiased but, I also like access to personal blogs, expert opinions on select youtube videos and the two way feedback of the new media. CNN will mostly likely have to drastically reduce funding for traditional broadcast media and increase funding and focus on interactive media. This will require revolutionary organizational and business change that most broadcast companies, like CNN are challenged to execute. I am hopeful CNN and other favorite broadcasters will adapt to the rapidly changing face of advertisement supported media distribution.
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10-26-2009 @ 11:37AM
mmmmd said...
Blaine, I could not agree with you more--I saw part of her show last night and it was so bad and unprofessional.
She loves to disagree and bash Bush and Cheney. She
really is nothing more than a bitch---she is just so disgusting to watch. Their numbers really need to drop more because
all they know how to do his brown nose b.o.
Reply
10-26-2009 @ 12:03PM
Grant the Great said...
I wonder why CNN and MSNBC are losing viewers and FOX is getting more.
Joy is no joy, she is only a stoogie for the Obama adminsitration and CNN say their unbiased???? Give me A F***G break.
People are tired of listening to these people and their stupied logic, when is she going to have OPRA, Hillary, Fat Ass, (Woopie and the other ass) on her show to try and up ratings.
I'm sure this program will up your viewers, she attacks glenn bekk and only wish's she can have his ratings.
I don't watch CNN (Clinton news network) anymore since they just jump to the DemoRATic parties BS.
Reply
10-26-2009 @ 12:09PM
Grant the Great said...
How come there isn't any idiots trying to sell shoes, viagra or other items, that usually flood the other Blogs?
Coincidence (I don't think SO)
Reply
10-26-2009 @ 12:13PM
LT said...
Location, location, location...;content, content content...
Reply
10-26-2009 @ 12:16PM
NICK said...
I wonder if it has anything to do with people like, Larry King, Wolf Blizter, Jack Cafferty, and the other suck ups to Obama and that CNN has forgot to be the protector of the news, instead of getting on their knees to be the next Monica to Obama. The women with a hundred miles of bad road and been eating to many hamburgerts, Crowley who should get her ass into the dotcor for a diet sch.
Reply
10-26-2009 @ 12:30PM
RALPH said...
THE ONLY PLACE I CAN GET THE TRUTH IS ON FOX NEWS IF THE IDIOTS THAT WATCH CNN OR MSNBC CAN HANDLE THE TRUTH THEN WATCH FOX NEWS OR GLEN BECK .
Reply
10-26-2009 @ 12:31PM
ij70 said...
Let us start with basics.
1) Unemployment. Those great 25-54 are loosing their jobs and stop buying cable subscriptions. So, fewer people watching CNN.\
2) Biased politics. When things were good, you could watch CNN and nod your head. Things are bad now, but CNN does not see it, the rest of us shake our heads and switch to another channel.
3) The internet. The thing about internet is that you can find whatever news you want to see. Are you a liberal? There are liberal blogs and news for you. Are you a conservative? There are conservative blogs and news for you. Are you a racist? There are blogs and news for you, the kinds that agree with your views and will not argue with you, will not try to change you . You do not have to accept programming from the networks anymore. Additionally, high speed internet is usually less expansive than cable subscription which sort of brings us back to my first point.
Reply
10-26-2009 @ 12:33PM
DonJr said...
If CNN will stop reporting everything coming from the White House as gospel they will find their ratings increase.
Asleep at the wheel journalism is dead. You disconnect from your audience when you report all is well when the current administration in Washington has proven otherwise.
Call and ace an ace and spade a spade regardless of who says what. It's all about accountability. People are looking for things that are genuine and truthful not hype and status quo.
I believe that is why Fox News is eating everyone's lunch. They are not afraid to call it like it is. They are not into "intimidated news reporting."
They ask hard questions! And rightfully so.
As Americans lost so much in the last year or so, financially and influence, where was CNN?
All I want to know is the truth. I can then manage and do damage control.
Sincerely, DonJr
Reply
10-26-2009 @ 12:48PM
Mike said...
Fox News is the only one worth watching. The rest are pathetic. MSNBC is the worst. It is hard to believe that anyone would watch this TV channel.
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10-26-2009 @ 2:24PM
James said...
Fox News is a Joke, Fair and Balanced, My Butt!
Glen Beck has been caught in more lies than a prostitute in a confessional.
Msnbc tells the truth and like Harry Truman said the republicans think it's Hell.
Why is Fox popular?
Mark Twain said it best." A lie will travel halfway around the world while the truth is putting on it's shoes."
10-26-2009 @ 2:36PM
Gregg1234 said...
Until a year ago I watched all the news networks.
Now I only watch FOX.
CNN, HLN, and MSNBC wanted "change" without asking who, what, where, when and why, and now they are getting their "change".
Reply
10-27-2009 @ 2:30AM
StewartIII said...
ChickaBOOMer -- CNN: Numbers Down. Number's Up?
http://chickaboomer.blogspot.com/2009/10/cnn-numbers-down-numbers-up.html
Reply