Once again, Fox News brings up the rear in the cable news-stakes. With an increase in total viewers of just 16% from February 2007 to February 2008, Fox trailed MSNBC (up 62%) and CNN (up 133%) by wide margins. CNN’s numbers may have been inflated by an unusually large audience for its debate telecast. But that would not account for the bulk of the disparity. Note that MSNBC’s increase occurred without any such special event programming.
This is becoming so redundant that I think I’ll just quote myself from the last ratings report I wrote:
“For those seeking an explanation for the disparity between Fox and the rest of the news purveyors, you need look no further than the content and style for which Fox has become famous. The influence of rightists in the government and the media is dissipating. As it does so, the noise level on Fox News is swelling to an earsplitting shriek. They are descending (and condescending) into a desperation fueled by their own crumbling credibility. They are finding it increasingly difficult to lure fair-minded commentators and public figures to appear on their tainted air. The refusal of Democrats to participate in Fox-sponsored debates is having a real impact on both the network’s performance and their perception as the Republican house organ. That effort must continue and broaden to include ANY appearance by Democrats or progressives (see Starve The Beast) The result of this cold shoulder is an over-reliance by Fox on plainly biased personalities like their newest contributors, Tony Snow, Rick Santorum, and Karl Rove. I expect we will also be seeing a lot more of Dick Morris, Ann Coulter, and Bill Kristol, as the Foxians resort to just interviewing one another.”
Still true. But wait…There’s more!
I did an analysis of the televised debates this election cycle that reveals some interesting trends. Since April 26, 2007, there have been 30 debates split evenly between Democrats and Republicans. Four of the top 5 rated broadcasts were Democratic debates. Fox News had only one debate in the top 10. All of the Fox debates were Republican affairs as the Democrats have sworn off debating on the network. That strategy appears to have paid off in a couple of significant ways. First, it denied Fox the opportunity to cast more of its slime onto Democrats. Second, Fox missed out on the higher revenues they would have received from the more popular Democratic debates.
It’s a win/win.
Stop The Presses: Bill O’Reilly is patting himself and his network on the back for their ratings performance:
“…just about everybody else on FNC had a good month, because we are patriots.”
If they are patriots because of their paltry 16% gain, then CNN and MSNBC must be candidates for sainthood with national holidays pending. I sure hope I’m not in the vicinity when his ego bursts.