MSNBC ratings collapse postelection, Fox News surges as cable faces an uncertain future
As someone who has spent years immersed in the ever-changing landscape of news media, I find myself deeply intrigued by this article that delves into the post-election viewing habits of cable news networks and their loyal audiences.
When a sports team loses, its fans don’t hang around for the postgame show.
The same goes for the tribal habits of cable news audiences.
Since Vice President Kamala Harris lost the election to former President Trump on November 5, there has been a significant decrease in viewers tuning into MSNBC, a channel owned by Comcast. According to Nielsen data, the viewership for the first 10 months of 2024 has dropped by approximately 46% compared to the same period the previous year.
After the election, CNN, a network that historically experiences fluctuations in ratings due to news coverage, has seen a decrease of 33%.
Fox News, who recently bestowed “Patriot of the Year” upon Trump, has experienced a significant increase in viewership. In November alone, the Murdoch family’s network dominated cable news with a 70% share of the audience since the president-elect secured another term; this is the highest percentage in their history.
At a critical juncture for the cable industry, as it grapples with an unprecedented predicament, there’s been a surge in ratings turmoil. This is because an increasing number of viewers are opting out of traditional pay-TV packages, which form the backbone of its primary income sources.
The corporate parents of the major news outlets are facing business challenges as well.
As a devoted enthusiast, I anticipate that CNN may undertake substantial staff reductions early in the upcoming year, as their parent company, Warner Bros. Discovery, strives to lessen its financial obligations.
Comcast is separating MSNBC and other cable networks into a different company because the struggling business might lower their overall stock value. Notable personalities like Rachel Maddow, Joy Reid, and Stephanie Ruhle have been requested to accept salary reductions due to decreasing revenues and profits.
Although Fox News continues to lead in viewership, its parent company, Fox Corporation, is grappling with uncertainties.
This week, a Nevada probate commissioner declined Rupert Murdoch’s effort to hand over control of his media empire to his son Lachlan. The proposed alteration in the family trust, designed to exclude Murdoch siblings with more liberal views, has sparked discussion about potential disputes regarding the network’s conservative stance following the death of the 93-year-old tycoon.
Despite these significant factors at play, television networks must also grapple with the continuous shift of consumers opting for cord-cutting. As of now, channels like Fox News, CNN, and MSNBC are accessible in approximately 66 million pay TV households, which represents a 28% decrease from 2016 – a year marked by Trump’s unconventional presidential campaign that significantly boosted their viewership ratings.
Regardless of the ongoing decline in cable TV subscriptions, Fox News and MSNBC continue to hold strong appeal for viewers who still rely on cable services.
By the end of this year, Fox News is projected to maintain a daily average viewership of approximately 1.5 million people, marking a 5% rise compared to 2016. On the other hand, MSNBC is expected to have around 820,000 viewers, representing a significant 35% boost from the same period in 2016.
Hollywood Inc.
As a dedicated follower of news, I must acknowledge that Fox News reigned supreme with the highest viewership on election night this year. However, it’s clear that we’re witnessing a shift in viewing habits, as all networks saw a drop compared to 2018, reflecting the ongoing decline of traditional TV viewing.
Over the given period, CNN, having experienced leadership transitions and a move towards less biased presenters, has unfortunately seen a decline in viewership, dropping by about 34%, leaving them with approximately 493,000 viewers.
Across all cable news networks, there was an increase in viewership throughout 2023 due to significant political happenings such as the party nominations and debates attracting larger audiences. By December 10th, Fox News experienced a 21% surge, MSNBC saw a 5% rise, and CNN reported a 3% growth.
Fox News continues to draw significant viewership due to Trump, and during his campaign, it was often the preferred channel for many viewers.
Between June 27, marked by President Biden’s less-than-stellar debate with Trump, and July 12, Fox News experienced a significant surge in viewership, with their audience growing by an impressive 51% compared to the same timeframe the previous year. This spike was significantly higher than that of their rival networks.
After the assassination attempt on Trump on July 13, ratings significantly surged up until Biden withdrew from the presidential race on July 21 – a moment many Fox News commentators had anticipated for months. During this period, the network experienced a 147% year-on-year increase in viewership.
Just as Donald Trump garnered more support from voters in traditionally liberal areas like New York and California during this period, Fox News has also observed an increase in viewership in democratic urban centers. This upturn can be traced back to October 2023, following the Hamas attack on Israel.
Although the data is largely anecdotal, Fox News leaders suspect that pro-Israel viewers from Democratic-inclined regions tuned into their network primarily for their Middle East news coverage. Some of these viewers have continued to stay with the network.
Additionally, Fox News has highlighted findings from Nielsen’s data indicating an increasing trend among Democrats and unaffiliated viewers tuning in.
Fox Corp.’s CFO, Steve Tomsic, stated at a recent UBS investors gathering that there’s no question we are gaining new audiences. Contrary to popular belief, Fox News isn’t solely catering to conservatives in the United States.
In January, the most ardent supporter of Fox News will reside in the Oval Office. Although Trump occasionally expresses displeasure over the network’s news coverage of him, he has heavily relied on its talent pool for cabinet positions, such as his contentious defense secretary nominee, Pete Hegseth.
Despite being a subject of debate within public discussions, Fox News manages to maintain strong loyalty from its viewership. A recent study conducted by media research firm Magid on election night viewers revealed that Fox News viewers expressed the highest level of satisfaction among all surveyed groups, with audiences for MSNBC, YouTube, and local TV stations following closely behind.
After a challenging year marked by a $787-million settlement with Dominion Voting Systems over baseless fraud allegations in 2020 election coverage, Fox News saw its audience expand the most. However, shortly after this ruling, the network’s top-rated host, Tucker Carlson, was let go by Murdoch, which ultimately resulted in a drop in overall ratings.
However, the network has consistently managed to recover from interruptions to its television schedule. A seasoned figure, Jesse Watters, took over Carlson’s prime time slot and is currently outperforming him in terms of total viewers and the demographic that attracts advertisers, aged 25 to 54.
In contrast to many other cable networks, MSNBC had been expecting another year of viewer increase following the election – something quite unusual these days.
According to Nielsen’s findings, it appears that many viewers, possibly feeling weary or disheartened by the election results, are choosing to avoid news programs entirely. Instead, a significant number of these individuals have turned to channels offering lighter, more escapist entertainment, such as the Hallmark Channel.
After an election, a decrease in viewership, or dropoff, has been observed in the past. For instance, when Hillary Clinton lost to Donald Trump in 2016, MSNBC experienced a significant drop of around 41% in its prime-time ratings during the subsequent weeks.
In 2020, Fox News experienced a drop in viewership following President Trump’s loss to President Biden. Viewers were especially frustrated because Fox News had declared Arizona for the Democratic candidate before other networks.
As a passionate moviegoer, I’m eagerly anticipating the return of my favorite movies on MSNBC, knowing that their dedicated viewers, like myself, are likely to tune in once again. The election disappointment has subsided, and now the news about President Trump’s campaign plans, such as his proposed mass deportations, have certainly caught my attention. I believe that by January, the viewership will rebound, and we can look forward to the network returning to its pre-election viewership levels by spring.
Despite some liberal viewers expressing frustration over Joe Scarborough and Mika Brzezinski’s recent meeting with Trump at Mar-a-Lago, it’s worth noting that the decrease in ratings on their influential Beltway-focused program is not significantly larger than the general declines seen throughout MSNBC as a whole.
MSNBC employs a viewer panel for research, and according to sources familiar with the data but not permitted to speak publicly about it, there have been very few complaints regarding their election coverage. The network’s content continues to be well-received on YouTube, attracting a younger audience who may not have cable subscriptions.
In 2023, CNN managed to surpass its previous lows but found itself trailing MSNBC once again for the third spot. For two years now, this has been the case. As the traditional pay-TV market declines, CNN is emphasizing the digital distribution of its news content. This includes implementing a paywall on their website, which Comscore reports receives around 147 million visitors per month. Next year, they plan to introduce more subscription-based services.
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2024-12-12 01:32