The all-important May ratings (PDF) period has produced what is becoming a predictably recurrent theme: MSNBC is growing faster than any of its cable news rivals.
| Primetime M-F | CNN | FOX | HLN | MSNBC |
| Persons 2+ | -13% | -2% | +14% | +51% |
| Persons 25-54 | +8% | +14 | +22 | +40% |
| Total Day | CNN | FOX | HLN | MSNBC |
| Persons 2+ | -2% | -4% | +12% | +14% |
| Persons 25-54 | +4% | +6% | +11% | +19% |
Both Fox and CNN declined in persons 2+ for the total day as well as for primetime. Their numbers for the 25-54 demo were better, but still far below the increases at MSNBC. Keith Olbermann’s “Countdown” again set the pace for growth at the network, advancing 63% (P2+) and 35% (25-54) over May 2006. Compare that with the O’Reilly Factor’s tepid 12% (25-54) rise, and an actual drop in total viewers of 1%. Two years ago O’Reilly had 4 times the audience that Olbermann had. Today that is down to 2 times. That’s still a hefty lead, but it’s also a preciptious drop. And since Countdown’s ascendency has not abated over these years, it suggests that the programs could be tied two years from now.
Much of the news this month seems tailor made for a Fox resurgence – a lot of sensationalism and gossip. There was the New Jersey “terrorist” threat (which Fox hammered on), Alberto Gonzalez’ congressional testimony (which Fox almost ignored), tornadoes in Kansas, the war supplemental bill, Jerry Falwell’s death, and, as always, Rosie, Lindsay, and American Idol. Fox also hosted the first Republican presidential primary debate. But none of these things boosted Fox’s performance as one might expect. The Republican debate, in fact, only matched the numbers that O’Reilly gets as the regular program in that time slot.
A study by the Project for Excellence in Journalism reported that the story generating the most coverage in the first quarter of 2007 was Iraq. But while the rest of the media was reporting on Bush’s “surge” and what has become the deadliest month of the year to date in Iraq, Fox devoted less than half the airtime to these events than did MSNBC, who provided the most coverage. Could this be part of the reason that Fox viewership is tanking?
Results like these continue to show that there is an underserved market for news consumers who are tired of the antiquated stylings of CNN and repulsed by the scatological, fact-deficient fare that passes for news at Fox. It remains to be seen if the programming geniuses at any of these networks will recognize the obvious and bring back real news.
