media
March 30, 2023 | 1:13 p.m
Prime-time ratings for CNN have fallen 61% this month — the biggest drop in viewership among the big three cable news giants, according to the latest figures from Nielsen.
The drop in ratings bodes ill for CNN, which has been struggling to get the ship back on track since parent company Warner Bros. Discovery hired Chris Licht to turn the news network around more than a year ago.
Despite the poor ratings, Licht has the support of his boss, David Zaslav, CEO of Warner Bros. Discovery, who gave a pep talk to network executives, urging them to steer clear of politically oriented commentary and partisanship.
“Damn the ratings,” he said. “Let’s focus on who we are. This is our mission. This is our legacy. And that is our journey together.”
A CNN spokesperson told The Post, “CNN is one of the top 5 cable networks all day, has the youngest cable news audiences, has the most cable news viewers in demo and is the #1 digital news platform in the world.” “
CNN’s primetime ratings fell a whopping 61% in March, according to the latest Nielsen ratings.ERIK S LESSER/EPA-EFE/Shutterstock
“The impact of CNN journalism and the reach of the brand cannot be measured with a single metric,” the spokesperson told The Post.
A source close to the situation noted that viewership has declined for all cable networks due to the accelerating trend of subscribers ditching cable and opting for cheaper streaming services like Netflix and Hulu.
CNN and other cable networks are also being paralyzed by a relatively slow news cycle, which explains why they’ve struggled to replicate the same audience interest as a year ago when Russia invaded Ukraine.
CNN’s Anderson Cooper is pictured above. The network touts the fact that its show “AC360” beat MSNBC’s Chris Hayes regularly at 8 p.m. Getty Images for CNN
CNN saw strong ratings led by Licht’s predecessor, Jeff Zucker, and Zaslav said he realized a more partisan approach could bring in more viewers and money, but that “it’s not what I came here for,” according to a transcript by Zaslav Rede.
He said he hopes the network can figure out what works and what doesn’t. He urged managers not to worry about outside noise.
Fox News averaged 2.09 million prime-time viewers in March, MSNBC 1.14 million and CNN 473,000, according to Nielsen figures cited by the Associated Press.
In the 25-54 age group, which is important for advertisers, CNN is seeing some of its lowest numbers in decades.
Poor ratings have also plagued other parts of CNN’s schedule.
CNN This Morning, the morning show co-hosted by Don Lemon, Kaitlan Collins and Poppy Harlow, averaged just 359,000 viewers last quarter, according to figures quoted by Mediaite.
But that show’s audience jumps to 438,000 total viewers, considering the simulcast on CNN sister station HLN.
It was the 40th most-watched show on cable news.
Chris Licht was hired to turn the tide of CNN following the departure of his predecessor, Jeff Zucker.WireImage
For comparison, MSNBC’s “Morning Joe” averaged 846,000 viewers overall, while Fox News Channel’s “Fox & Friends” topped the list averaging 1.21 million viewers.
“CNN This Morning” has made headlines for the turmoil and tensions between the co-hosts bubbling to the surface.
Lemon was forced to apologize and undergo sensitivity training after saying on the air last month that Nikki Haley, the 51-year-old GOP presidential candidate, was “not in her prime.”
Weeks earlier, Lemon had reportedly chewed Collins out in front of colleagues because he was upset that she allegedly interrupted him during their broadcast.
The network’s total daily viewership fell 27% last quarter.
To make matters worse, CNN has seen a 40% drop in daytime viewership in advertisers’ coveted 25-54 age group.
Fox News, which shares common ownership with The Post, remained the country’s most-watched cable news channel last quarter.
CNN’s morning show CNN This Morning has been plagued by tensions between co-hosts Kaitlan Collins (far left), Don Lemon (centre) and Poppy Harlow. Stephen Lovekin/Shutterstock
The network saw a more modest decline in total daily viewership as well as viewers in the 25-54 demo.
MSNBC, the Comcast-owned cable company, fell 1% in total daily viewership and 9% in the 25-54 demo.
While MSNBC has beaten CNN in total viewership, CNN leads its rival in the 25-54 demo.
CNN’s primetime offerings have also outperformed MSNBC’s in its key demographic.
Among viewers ages 25 to 54, Erin Burnett’s “Outfront” consistently beat out Joe Reid of MSNBC’s “The ReidOut” on the 7:00 p.m. Eastern time hour.
In the 8 p.m. hour, Anderson Cooper of “AC360” has regularly outperformed Chris Hayes in the 25-54 demo.
However, in March, MSNBC’s Hayes and Reid defeated Cooper and Burnett in 25-54 demo.
In total viewership, Hayes’ “All In” and Reid’s “ReidOut” have consistently dominated CNN’s Cooper and Burnett.
MSNBC’s latest Sunday offering, “Inside with Jen Psaki,” which debuted earlier this month, beat both Fox News and CNN in total viewership last week.
Licht is reportedly looking to shake up primetime by adding blockbuster names including CBS morning star Gayle King and basketball loudmouth Charles Barkley.
CNN will also launch CNN News Central, its midday news offering designed to recreate the feeling of election night.
Warner Bros. Discovery CEO David Zaslav has given a vote of confidence to Licht.AP
The show debuts Monday, with John Berman, Kate Bolduan and Sara Sidner hosting the first three-hour block from studios in New York City.
Brianna Keilar, Boris Sanchez and Jim Sciutto will be hosting the slot from 1pm to 4pm from Washington, DC.
The Post has reached out to MSNBC and Fox News for comment.
With mail wires
Filed under Anderson Cooper, Cable, Chris Licht, CNN, Don Lemon, Fox News, msnbc, Nielsen Ratings, Ratings, TV Ratings, Warner Bros Discovery 03/30/23
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