The 2018 midterm elections truly lived up to the pre-election hype. All the talk of a “Blue Wave” panned out as Democrats took the majority in the House of Representatives with more gains (40 seats) than any election since Watergate. In addition, they flipped seven governorships, seven statehouse majorities, and almost 400 state legislative seats. It was an unambiguous blowout for the Trump Resistance.
But there was a victory that was not related to the the electoral one. The campaign for the eyes and ears of America’s television news viewers also tilted broadly to the left. The perennial leader, Fox News, suffered a decline in November versus their numbers for November 2017. So did CNN. But MSNBC had a notable gain. And that increase was driven by the popularity of their primetime anchor, Rachel Maddow.
Following the election on November sixth, the ratings for Maddow went steadily up. She was the top performing program on cable news for the rest of the month. Her competition, Sean Hannity, was unable to keep up. Maddow pulled in total 2.9 million viewers on average per night, compared to Hannity’s 2.8 million. And in the advertiser demographic of 25-54 she did 527,000, far exceeding Hannity’s 497,000.
Throughout much of this time period the election was still in progress as many districts continued to count votes in close races. That might have held the interest of viewers for Maddow, but you have to wonder why it didn’t do the same for Hannity’s audience. The difference may be that the election wasn’t the only story being told.
Donald Trump was doing his part by inflaming new scandals every other day. They included his callous response to the California fires; his ever-present battle with the media; the ongoing inaction to the murder of a journalist, and U.S. resident, Jamal Khashoggi; his embarrassing neglect of respect for fallen troops during his junket to France; and so many more it’s hard to keep track.
Maddow was studiously reporting on all of these issues and more. While Fox News was desperately trying to figure out ways to avoid these subjects altogether. Consequently they wound up recycling their typically ludicrous “War on Christmas” fare or regurgitated segments about Hillary Clinton’s emails. No wonder even Fox’s viewers turned away.
How Fox News Deceives and Controls Their Flock:
Fox Nation vs. Reality: The Fox News Cult of Ignorance.
Available now at Amazon.
Whatever the reasons, Maddow showed that she is still a force to reckoned with. And as the new year brings a myriad of stories about congressional investigations into Trump and his crime family, along with the expected release of a report by special counsel Robert Mueller, the future looks bright for Maddow and MSNBC. Meanwhile, Fox viewers can look forward to more of this:
Swear to God this is what’s on Fox News right now. pic.twitter.com/enwKobjmaK
— XENI (@xeni) November 30, 2018