{"id":962,"date":"2008-07-02T15:49:00","date_gmt":"2008-07-02T22:49:00","guid":{"rendered":"http:\/\/www.newscorpse.com\/ncWP\/?p=962"},"modified":"2010-07-13T01:32:44","modified_gmt":"2010-07-13T08:32:44","slug":"cable-news-viewers-the-next-generation","status":"publish","type":"post","link":"https:\/\/www.newscorpse.com\/ncWP\/?p=962","title":{"rendered":"Cable News Viewers: The Next Generation"},"content":{"rendered":"

Ratings for the second quarter of 2008 are in and it has ceased to be news that Fox is the slowest growing cable news network:<\/p>\n\n\n\n\n\n\n\n
\n
2nd Quarter 2008 vs 2007 – 25-54<\/b><\/td>\n<\/tr>\n
Network<\/b><\/td>\n% Gain\/Loss<\/b><\/td>\n<\/tr>\n
MSNBC<\/td>\n+46<\/span><\/td>\n<\/tr>\n
CNN<\/td>\n+22<\/span><\/td>\n<\/tr>\n
Fox<\/td>\n-2<\/span><\/td>\n<\/tr>\n<\/td>\n<\/tr>\n<\/table>\n

Far more interesting are the trends that point to long term viewing patterns. While the 25-54 demo is most prized by advertisers, it is not a static metric. As people age they grow into and out of that demographic group. So which networks are poised to benefit over time as audiences mature?<\/p>\n

An analysis I did last month<\/a> showed that only 22% of primetime Fox viewers were in the 25-54 demo, compared to 31% for CNN and 38% for MSNBC. The quarter-end numbers<\/a> for the first half of 2008 further illustrate the aging of Fox News. In the ranking for cable news networks in the 18-34 demo, MSNBC is first with about 35% more viewers than CNN and Fox who are virtually tied.<\/p>\n

<\/div>\n

These 18-34 year olds are the next generation of 25-54 year olds, and they are establishing their viewing habits now. At this point in time they are expressing a notable preference for MSNBC’s brand of news and analysis. So while Fox News has been trending down for a couple of years, the composition of the audience is forecasting even more downside for Murdoch & Co.<\/p>\n

Fox viewers and John McCain have something in common besides a hard-right leaning network. They are also precisely the same age. What remains to be seen is if the demographic dead weight that is dragging down Fox News will do the same to candidate McCain.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ratings for the second quarter of 2008 are in and it has ceased to be news that Fox is the slowest growing cable news network: 2nd Quarter 2008 vs 2007 – 25-54 Network % Gain\/Loss MSNBC +46 CNN +22 Fox -2 Far more interesting are the trends that point to long term viewing patterns. While […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1,6],"tags":[42,33,103,22],"class_list":["post-962","post","type-post","status-publish","format-standard","hentry","category-general","category-ratings","tag-cnn","tag-fox-news","tag-john-mccain","tag-msnbc"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4Ijg-fw","jetpack-related-posts":[{"id":8900,"url":"https:\/\/www.newscorpse.com\/ncWP\/?p=8900","url_meta":{"origin":962,"position":0},"title":"Fox News Is The Biggest Ratings Loser On Inauguration Day","author":"Mark NC","date":"1\/22\/2013","format":false,"excerpt":"Monday's presidential inauguration was a television event that was heavily promoted by all of the networks covering it. 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This was a really bad month for Fox News which lost viewers in the demo for every\u2026","rel":"","context":"In "General"","block_context":{"text":"General","link":"https:\/\/www.newscorpse.com\/ncWP\/?cat=1"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":453,"url":"https:\/\/www.newscorpse.com\/ncWP\/?p=453","url_meta":{"origin":962,"position":2},"title":"MSNBC Growing Faster Than Fox, CNN","author":"Mark NC","date":"5\/31\/2007","format":false,"excerpt":"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\u2026","rel":"","context":"In "General"","block_context":{"text":"General","link":"https:\/\/www.newscorpse.com\/ncWP\/?cat=1"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1121,"url":"https:\/\/www.newscorpse.com\/ncWP\/?p=1121","url_meta":{"origin":962,"position":3},"title":"And The Winner Is … Keith Olbermann’s Countdown","author":"Mark NC","date":"11\/4\/2008","format":false,"excerpt":"It has been a long campaign, but the tally is finally in. Last week Keith Olbermann's Countdown beat the O'Reilly Factor every day in the key 25-54 audience demographic. Here is the five day average for the primetime cable news programs: ProgramViewers Countdown1180 Rachel Maddow1063 O'Reilly Factor1020 Hannity & Not\u2026","rel":"","context":"In "General"","block_context":{"text":"General","link":"https:\/\/www.newscorpse.com\/ncWP\/?cat=1"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":15580,"url":"https:\/\/www.newscorpse.com\/ncWP\/?p=15580","url_meta":{"origin":962,"position":4},"title":"Fox News Suffers Worst Ratings In Thirteen Years – And That’s Not Their Big Problem","author":"Mark NC","date":"5\/30\/2014","format":false,"excerpt":"Fox News has fallen and it can't get up. Ratings for the month of May 2014, have just been published, and the numbers are devastating for Fox News. 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As usual, it was Keith Olbermann's\u2026","rel":"","context":"In "General"","block_context":{"text":"General","link":"https:\/\/www.newscorpse.com\/ncWP\/?cat=1"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=\/wp\/v2\/posts\/962","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=962"}],"version-history":[{"count":16,"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=\/wp\/v2\/posts\/962\/revisions"}],"predecessor-version":[{"id":2137,"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=\/wp\/v2\/posts\/962\/revisions\/2137"}],"wp:attachment":[{"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=962"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=962"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newscorpse.com\/ncWP\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=962"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}