The month of October has been a frightening experience for Donald Trump. His Chief of Staff, Mick Mulvaney, admitted on national TV that there was a quid pro quo with Ukraine to dig up dirt on Joe Biden. His personal attorney, Rudy Giuliani, had a nervous breakdown on Fox News. He was forced to reverse an idiotic plan to host the 2020 G7 summit at his Doral golf resort in Miami. And his one bit of good news – the death of ISIS leader Abu Bakr al-Baghdadi – produced a paltry two point bounce in a poll by his favorite, ultra-biased pollster, Rasmussen. Scary, huh?
Trump was so terrified throughout the month that he fear-posted 104 panic-tweets attacking the fearsome chairman of the House Intelligence Committee, Adam Schiff. And as if the Offender-in-Chief doesn’t already have enough reasons to soil his trousers, the Trump-fluffing “news” network that he relies on to prop him up with worshipful propaganda, Fox News, fell on some hard times as well. The ratings for October reveal that impeachment has been good news for both America and Fox’s chief competitor, MSNBC.
The total day ratings for Fox News declined by a whopping 27 percent in the all-important 25-54 demographic, compared to October of 2018. In the same period MSNBC rose 12 percent. MSNBC also increased total prime time viewers 25 percent, and prime time demo viewers 16 percent.
This growth was driven by impressive gains by The Rachel Maddow Show, which was the #1 cable news program for the month among adults 25-54. Her show was up 13 percent, while Fox News’ Hannity declined 21 percent in that time slot. In total viewers Maddow was up 22 percent, compared to Fox’s 2 percent drop. She beat her direct competition, Sean Hannity, as well as Fox’s other prime time stars, Tucker Carlson and Laura Ingraham.
These gains were also present in other MSNBC programs. The Last Word with Lawrence O’Donnell was up 20 percent (Fox News dropped 22 percent). The 11th Hour with Brian Williams finished #1 in the 11 p.m. hour, up 25 percent (Fox News declined 31 percent). The Beat with Ari Melber delivered the network’s most-watched month ever in the 6 p.m. time period, up 34 percent (Fox News down 12 percent). Deadline: White House with Nicolle Wallace was #1 in total viewers, up 13 percent (Fox News dropped 27 percent). All In with Chris Hayes was up 24 percent (Fox News was down 19 percent). Even the weekend had great news with total day gains of 10 percent (Fox News dips of 32 percent).
There could be several explanations for this powerful performance by MSNBC and the simultaneous collapse of Fox News. Trump’s impeachment might have stirred more interest by progressive news consumers to tune in more. At the same time, it might have discouraged conservatives from watching the news at all. But there’s another possible factor that drove Fox’s viewers away: Donald Trump. He spent a fair amount of time bashing his own own best media outlet and even telling his followers to turn off Fox.
For instance, after a Fox poll showed him losing to Biden, Trump tweeted that “I have NEVER had a good @FoxNews Poll. Whoever their Pollster is, they suck.” And then there was the time he tweeted that “@FoxNews doesn’t deliver for US anymore. It is so different than it used to be.” And not mincing words, Trump told his Deplorables that “We have to start looking for a new News Outlet. Fox isn’t working for us anymore!”
It’s hard to determine whether Trump’s Fox bashing had any real impact on their ratings. But it isn’t hard to see that he is a fickle and vengeful narcissist who demands 100 percent adoration at all times, lest you be cast into the corn fields, aka TrumpScorn. However, it is more likely that television audiences were simply more interested in getting honest presentations of the news by real journalists instead of slobbering, glassy-eyed sycophants. And since a majority of Americans favor Trump being impeached and removed from office (even in that Fox News poll), even the opinion side of MSNBC would figure to be more popular.
If Trump has anything going for him at this time, it’s the “bloody highway crash” appeal that might cause viewers to tune to Fox in order to see exactly how his mental breakdown will unfold in real time. Sure, it’s morbid and gruesome, but hell, it’s Halloween. Everybody may just be in a weird mood.
How Fox News Deceives and Controls Their Flock:
Fox Nation vs. Reality: The Fox News Cult of Ignorance.
Available now at Amazon.