Seems like exclusives aren’t generating any heat for CNN’s new morning show. New Day’s August 19 sitdown with Prince William brought new ratings and viewership lows and now the heavily hyped August 23 interview with President Obama actually saw a demo decline compared with the week before. With more than 40 minutes of the three-hour morning show dedicated to co-host Chris Cuomo’s interview with Obama, New Day pulled in 280,000 total viewers and 91,000 among adults 25-54. While overall viewership bopped up 9% from New Day’s August 16 show, that demo dropped 11% from the 102,000 25-54s watching the week before. This was the President’s first appearance on New Day, which debuted June 17. Last week’s results must sting even more for CNN being that presidential interviews usually provide a ratings bounce. And you can’t blame those limp numbers on it being summer — Obama’s August 7 visit to The Tonight Show gave the Jay Leno-hosted show its best results since the president’s last appearance in October 2012.
Still there was some less than bad news for Jeff Zucker’s pet project out of the Obama interview. August 23’s New Day was up to third place in the demo from the fourth spot it held August 16: Fox & Friends drew 202,000 among 25-54 and CNN sister station HLN’s Morning Express had 103,000 in the demo on August 23. With 80,000 viewers in the 25-54 demo Friday, MSNBC’s Morning Joe fell 30% from the previous week’s third spot to fourth. New Day also came in third place in overall viewers behind Fox News’ 1.107 million and MSNBC’s 312,000 from 6 AM-9 AM on Friday. A big 39% drop at Morning Express also gave New Day the third spot total viewership spot. hough it held the top spot in both categories, FNC’s Fox & Friends saw its demo result down 15% from August 16 and its viewership up 15%.
Deadline's Dominic Patten - tip him here.