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Primetime is not good news for CNN lately. Amidst having its least watched month in primetime in two decades in May and the lowest rated month in total viewers in 10-years in April, CNN has now hit a 20-year all time primetime weekly low. The latest fall came during the week of July 30 to August 5, 2012. Both primetime hosts Anderson Cooper and Piers Morgan were on full time duty that week, with no substitutes. The decline was among total viewers and the key 25-54 demo. During the week of July 30 to August 5, Piers Morgan Tonight at 9 PM averaged 314,000 viewers overall, with a mere 81,000 in the 25-54 demo, according to Nielsen. That average is the lowest week Morgan has had since he took over Larry King’s spot on January 17, 2011. During the same time slot over on Fox News, Sean Hannity averaged 1,749,000 total viewers and 324,000 in the 25-54 demo. On MSNBC, The Rachel Maddow Show averaged 933,000 total viewers that week, with 271,000 in the key demo. Bookending Morgan’s show, Anderson Cooper 360 at 8 PM averaged 349,000 viewers for the week, also with 81,000 in the demo. Cooper’s 360 10 PM repeat had 97,000 among the 25-54 demo, the sixth lowest the network has had in two decades, but a slight 259,000 average total viewers for the week. That averaged total viewership was the lowest 10 PM weekday hour CNN has had in 20 years. These numbers also came just days after CNN Worldwide President Jim Walton announced on July 27 that after nine years he’ll be leaving at the network at the end of the year. At the TCA earlier this month, Time Warner CEO Jeff Bewkes told the audience that “we are not satisfied with CNN’s ratings performance and we are focused on fixing it.” There’s a lot to fix. Besides the other plummeting numbers, in late June CNN registered its lowest-rated quarter in primetime since 1991. In terms of ratings and viewers, Fox News is the number one news network in America, followed by MSNBC and then CNN in third place.
Related: CNN Needs To Be More “Engaging,” Time Warner Chief Says
Deadline's Dominic Patten - tip him here.
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Many, many years ago I worked in Research for Coca-Cola International.
When they found a competitor in a country that was making inroads with a new beverage product, we received the new product and was told “match it”.
One product was so full of artificial banana flavor (isoamyl acetate) that the President gagged on the taste and had to spit it out.
Then he tasted our match, and it was exactly the same flavor and caused the same reaction.
“That’s what they want … let’s make it.”
We would decimate the smaller company with marketing, advertising, lower costs and distribution.
Hey, CNN … you may gag on Fox News … but that’s what the Market wants. Why not learn to listen to the Market instead of going down in flames because of your Liberal Leftist bias.
Oh, wait, you’re CNN and reason has no place in your business model.
Never mind.
Bravo! Spot on analogy!
Serves CNN right.
CNN NEVER learns.
You would think after declining so much BECAUSE of leftist leanings, they would try and change. Serves CNN right!
Why is MSNBC doing better than CNN if its about leftist leanings? MSNBC is far more stident leftwing.
Most of the regular CNN viewers are now getting their news from Comedy Central.
Thought they always were.
Oh boy did Drudge link this article? Here come the Conservatives…
If you won’t at least listen to other formulations of policy, then you are a “true believer” and useless in the actual solution to problems. Being a hated moderate, I’m interested in listening to the debate. I wouldn’t be interested in FOX if they were nothing but right wing talking heads and not right left debate as limited and superficial as it seems to be. I’m not interested in CNN or MSNBC because well…..they are predictable, one sided and an inch deep.
Your attitude, Paul, is the same as CNN.
So it’s no wonder you’re both failing.
They act like it takes some magic formula to draw viewers. So far the recipe has been a sprinkling of half truths with a bit of bias, a good heaping measure of falsehoods, topped off with a pinch of pure innuendo. I don’t know, maybe try hiring someone who can tell the truth for a change. I, for one, am sick and tired of the cheerleading for both political parties. If you can’t divorce yourself from politics, you should not be a journalist, period.
there caught in the crossfire of ultra liberal msnbc and far right fox and just leaning far left dont cut it with anyone,so take a stand or get out that seems to be the case
They could stop the slide and get some credibility back if they gave Bill Bennett the 8:00 slot. But they really don’t care if the rating are bad as long as they tow the progressive line.
I used to watch CNN all the time. It was my favorite news channel and I think they set the defacto standards for cable news. But they changed and became “blatantly-in your face” left wing liberal loonies. Every single story they reported had a democrat twist to it (dem’s good and smart/repub’s bad and dumb). When they reported on anything with Bush or involving republicans they would do it in a condesending tone and some of the women reporters would actually roll their eyes and smirk. It was sickening and I actually felt embarrased for the network and their display of bias and total lack of professionalism. I just refused to ever watch it anymore. Today when I go into a waiting room and CNN is playing I always ask if I can change the channel.
You see a lot of comments, like here, that Fox is “Right Wing”. Well, the op-ed shows are, but those are fielder’s choice.
Never saw anything I can point to as bias on their news programming, but to the Left, Fox reporting stories the MSM bury is bias. Go figure.
Got a biased news piece from Fox ? Post link, please…
Erin Burnett was a superstar at CNBC; she moves to CNN and becomes a nobody.
Thats what happens when you don’t tell the truth!
So? CNN is still in existence? Imagine that. I haven’t seen a CNN broadcast in so long that I, (facetiously speaking), REALLY thought they had become extinct years ago. Sounds like I was just a few years premature. Oh well. “Better late than never” still holds true!
You have to be pretty bad to get totally stomped by Hannity and Maddow. Never watched him for more than 2 minutes.
I stopped watching CNN in the late 90′s and early 2000′s when it became so apparent that they were marketing directly for women and “metro sexual men”. I was also comparing information from the web to the major news networks and saw a great disconnect in reality, bias and political manipulation. The only thing I think CNN is still good at is international breaking news. But even that is going down the tubes, in my opinion. What I saw 10 to 14 years ago is that the 24 hour news network that started it all was now motivated by entertainment than informing a free society. Sad really.
Suzanne Malveaux thinks she’s black. Erin Burnett thinks she’s smart. CNN is an out of tune house organ for the DNC and they think the average viewer doesn’t see their glaring bias. Comedy Central rates higher in straight reporting of the news.
Don’t worry everyone, we’re working diligently to get the ratings back. We’re canceling all of our shows except Piers Morgan Tonight. We are also extending Piers Morgan Tonight to 24 hours a day, 7 days a week. It will be called Piers Morgan Forever. Piers is the right move for our liberal, we mean, balanced network, and with the aid of our new logo (it’s blue!) CNN will be number one in no time.
CNN lost its position when it gave up reliable news reporting. Now its “malaise” full time. Wandering about without distinction or credibility; not even entertaining. WHY BOTHER !
When my mother was in the hospital a few years ago, they only had CNN for news, so I had to watch it. I honestly couldn’t believe how stunningly biased it was. They did a story on the Arizona immigration law, with ONLY soundbites from people who opposed it. It gave a completely false impression of what was going on.
Just last week or so I saw another example of their bias. They haven’t learned. A friend of mine used to work there (he left for a better job elswhere), and he told me once they’ll never learn. Looks like he’s right.
I can’t believe MSNBC beats anybody’s ratings… if I had to pick one over the other, I’d choose CNN any day. MSNBC hosts have no class. Fox News is the best TV has to offer, but I prefer more conservative Radio News than Fox “fair and balanced”. If I want to listen to a liberal spew lies and yell biased non-sense, I’ll just turn on any of the other news networks, like MSNBC.
The main problem here is the programming airing now on CNN…Burnett’s show is just awful, AC can only air so many times in the day and Piers Morgan is an embarrassment to the network and most of the time, his reruns do better than his originals and what does that say about the state this network is in right now? Do away with primetime programming as it is now and go back to just broadcasting news like in the good ole days; not this drivel airing now.
For the land of the free, it ceases to amaze me just how bad broadcast journalism is in America. It’s difficult to get straight facts, everything comes with an opinion rather than the truth and if you can put a one ton vehicle on Mars why can’t you create journalism schools that produce real journalists?
Honest ratings for a dishonest network.
Hey CNN try some news with real facts! Just don’t report it the way you wish it was in your mind.
I accidentally watched Soledad obrian as I was flipping thru looking for something else. I was quickly reminded why I never watch CNN. She was interviewing the owner of a coal mine that had to lay off his workers, she did not understand the facts or didn’t care. Well every 2or3years I look at CNN and say yup still the same crap.
The idea that with their golden prime time slot they end up choosing Piers, after many meetings discussing it I am sure, says everything you need to know about CNN.
At this point they are incapable of success.
Turn that station on at anytime during the day and you find your hand twitching on the remote within minutes, it has become a terrible news channel and very difficult to even watch.
I know what to do! Get new talent from top to bottom that doesn’t come from journalism schools who seem to have no technical analytical skills and are hopelessly biased. How about someone with debate skills in which participants are required to argue one side of an issue and then turn around and argue the other with equal skill. Maybe hire staff that has seriously studied economics, econometrics, business, physics, engineering, accounting, and other technical fields and task them to provide objective analysis of news events, political issues, political positions with scientific rigor. If they start to drift off into polemics, replace them. This format would not be the right/left shouting matches on FOX and would not DNC propaganda tool it is now. This is how you might outfox FOX. If you need charismatic people to present this analysis, fine use a skilled debater with personality in that role and then put the technical analysts on panels. I’d watch it for change. Don’t spend huge dollars on one or tow quasi “personalities” like Cooper or Morgan rather spend it on far greater numbers of skilled analysts for the same money.
Good suggestions, molde. Instead, they hire filthy tabloid hacks like Piers Morgan. That was the worst hiring decision CNN ever made.