Donald Trump Was Right, Cable News Needs Him

The ratings hemorrhage by CNN and MSNBC is real and dramatic. Fox News also suffered a post-election drop because of its betrayal of the President, but has achieved some measure of stability. That said, Fox is way below where it was last August. Let me give you the numbers.

First with Fox. August thru November 3 was the highwater mark for Fox News programs from 4pm on. Fox’s current numbers show a dramatic drop when you compare the numbers for March 25, 2021 with those for August 23, 2020. Sean Hannity and Laura Ingraham have suffered the largest loss–Hannity has shed 4,185,000 viewers while Laura’s losses approach five million. Even Tucker Carlson is down 40% compared to his August 2020 numbers.

FNC  Total Viewers (Live+SD x 1,000)
23-Aug	25-Mar	Net Loss
Cavuto:	Cavuto:
2192	1089	1103
Five:	Five:
3772	2687	1085
Baier:	Baier:
3256	1934	1322
MacCallum:	Primetime:
3201	1673	1528
Carlson:	Carlson:
5719	3138	2581
Hannity:	Hannity:
6838	2653	4185
Dmcy2020:	Ingraham:
7063	2128	4935
Ingraham:	Bream:
4820	1131	3689

While Fox is struggling compared to last year, it is outpacing CNN and MSNBC. They were competitive with Fox in November 2020 and, in some cases (such as Rachel Maddow) they were walloping Fox. Those days are done.

CNN Total Viewers (Live+SD x 1,000)
24-Nov	25-Mar	Net Loss
Tapper:	Tapper:
2099	1011	1088
Blitzer:	SitRoom:
2328	961	1367
Blitzer:	SitRoom:
2241	768	1473
Burnett:	Burnett:
2330	961	1369
AC360:	Cooper:
2214	1015	1199
Cuomo:	Cooper:
2252	890	1362
Lemon:	Lemon:
1796	996	800
Tonight:	Lemon:
1206	631	575

MSNBC’s numbers are almost as bad as CNN’s, but there are two exceptions–Rachel Maddow and Lawrence O’Donnell. Maddow is besting Hannity on most nights while Lawrence O’Donnell is competitive with Laura Ingraham.

MSNBC Total Viewers (Live+SD x 1,000)
24-Nov	25-Mar	Net Loss
Wallace:	Deadline:
2475	1332	1143
Wallace:	Deadline:
—-	—-
Melber:	Melber:
2439	1440	999
Reid:	Reid:
2597	1454	1143
Hayes:	Hayes:
2360	1667	693
Maddow:	Maddow:
3465	3089	376
O’Donnell:	O’Donnell:
2626	2051	575
Williams:	Williams:
2378	1432	946

When you compare August 2020 to March 2021 for total viewers in the 8 pm and 9pm timeslots you will see how big a decline Cable News has suffered–8pm has 4,055,000 fewer viewers and 9pm dropped by 4,162,000.

I do not believe this drop is going to change significantly in the future. I am sure that CNN and MSNBC will get a daytime boost out of the George Floyd hearings, but the evening with Donald Trump to bash leaves CNN and MSNBC scrambling to find their raison d’etre.

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