July’s cable information scores are in.
This week in my OutKick Media Mailbag, I in contrast Tucker Carlson’s reign atop cable information to Bill O’Reilly’s. O’Reilly’s 20+ 12 months run is the gold commonplace for cable information. However, ought to anybody problem his legacy, Carlson is the odds-on favourite.
Carlson, like O’Reilly, has pulled away from the pack in cable information scores. In July, Carlson was the solely host to common over 3 million viewers:
- Tucker Carlson Tonight, Fox News – 3 million
- Hannity, Fox News – 2.7 million
- The Five, Fox News –2.5 million
- Rachel Maddow, MSNBC – 2.3 million
- The Ingraham Angle, Fox News – 2.1 million
- Special Report, Fox News – 1.8 million
- Fox News Primetime, Fox News – 1.7 million
- Gutfeld, Fox News – 1.5 million
- The Last Word, MSNBC – 1.5 million
- Outnumbered, Fox News – 1.4 million
Rachel Maddow led cable information in the first quarter of 2021, the first few months of Joe Biden’s presidency. Though MSNBC’s scores nonetheless spike from 1.4 million to 2.3 million at 9 pm when Maddow comes on after which dip again right down to 1.5 million at 10 pm when she indicators off, her numbers have normalized to a decrease common than I had suspected they might. But that has much less to do with Maddow and extra to do with liberal media struggling to capitalize on present storylines.
Despite the newfound curiosity on Jan. 6 this week, the Capitol riot has not been the scores cow MSNBC and CNN had hoped it could be. CNN rode Jan 6. to No. 1 in cable information in January. Now, CNN has stretched the riot out to July and misplaced 70% of its viewers in the course of.
CNN and MSNBC may even see a brief increase in scores quickly although. The CDC plans to advocate indoor masks mandates in hotspot areas as soon as once more. The information is straightforward, and Maddow, Don Lemon, and the crew can rapidly blame Trump and right-wing media for the newest COVID wave. Blaming Tucker Carlson and Trump for vaccine hesitancy marginally labored when cities re-opened in the spring. As restrictions return, it’s good enterprise to return to what works.
Speaking of MSNBC, its scores are extra regarding than its opponents’ numbers. Overall, MSNBC doesn’t resonate with viewers, particularly adults aged 25-54, the demographic on which advertisers focus. Total viewership is enjoyable, but networks generate advert income from the demo.
In the 25-54 demo in July, MSNBC ranked third in complete day viewership:
- FNC: 201,000
- CNN: 125,000
- MSNBC: 103,000
And completed third in primetime:
- FNC: 333,000
- CNN: 190,000
- MSNBC: 168,00
Keep in thoughts, Maddow’s attain inflates MSNBC’s primetime viewership in the demo. In July, Maddow averaged 302,000 viewers amongst adults aged 25-54. Without Maddow, MSNBC is a distant third behind FNC and CNN. Sponsors discover youthful viewers turning away from MSNBC, which can inevitably reshape their advert charge negotiations in the future.
CNN, in the meantime, has as soon as once more failed in the morning. New Day is a catastrophe. And one way or the other, its newest iteration, centered round Brianna Keilar, is the worst model but. Americans are offended. Some get up bitter. But nobody desires to get up to somebody who disdains sturdy dialog like Keilar does.
While CNN’s demo scores high MSNBC’s in most time slots, New Day continues to tank on ranges to which solely ESPN’s High Noon can relate. From June 28 to July 23, New Day was the least-watched program in all of cable information in the demo between 6 am -12 am ET. In complete viewership, New Day drew solely 450,000 each day viewers in July. In quick, CNN’s morning present is terrible.
Fox News additionally continues to seek for a everlasting host for Fox News Primetime at 7 pm. Given the scale of primetime, Fox’s impending determination is the most intriguing story in the trade. Fox News Primetime averaged 1.7 million viewers in July, seventh total. The program spiked the week of Jun 28 with Jesse Watters in the chair. From my view — this isn’t a report — Watters, Brian Kilmeade and Will Cain have made the strongest circumstances for the job up to now. Watters attracts the highest scores, Kilmeade is most acquainted to audiences, and Cain has the highest upside. We’ll see how that unfolds.
Looking forward to the fall, Fox, CNN, and MSNBC will clearly not repeat the scores that they had final 12 months due to the contentious election. However, all three channels ought to see delicate boosts in the months to return.
June and July haven’t been splendid for cable information. First, the storylines haven’t been there. But extra importantly, Americans have been anxious to lastly go open air, see buddies and breathe with out a masks this summer season. Even the most routine cable information viewers have taken nights off to depart the home now that the pandemic has — we thought — ended.
Expect the cable information scores to extend as the seasons change, however the order of high 10 rating, led by Tucker Carlson, will possible stay the similar.