Fox News Tops Banner Year for Cable News
Election, financial crisis boost cable news ratings up double- and triple-digits in 2008.
By Marisa Guthrie -- Broadcasting & Cable, 12/19/2008 2:00:00 AM
The historical – and historically long – election season along with the ongoing financial crisis made 2008 a banner year for cable news. While broadcast networks saw little growth (ABC’s Nightline and NBC’s Nightly News were exceptions), cable was up double- and triple-digits in viewer totals.
Network ratings releases were filled with words like “transformational,” “record-breaking,” “dominant” and the ubiquitous “best year ever.” And in truth, all three networks can boast impressive gains in 2008.
In primetime, Fox News was up 41% in total viewers, averaging just over 2 million viewers. In news’ target demographic of 25- to 54-year-olds, the network averaged 502,000 viewers, a gain of 43%.
Fox News will finish the year as the most-watched cable news network—for the seventh consecutive year. The network is the No. 3 ranked basic-cable network in primetime, behind USA and ESPN. CNN is ranked 10th and MSNBC is ranked 22nd.
CNN posted gains of 72% in primetime for an average of 1.31 million viewers. For the demo, CNN averaged 463,000 viewers for a 91% increase.
MSNBC grew its primetime audience by 84% for an average of 926,000 viewers. In the demo, MSNBC averaged 368,000 viewers, a gain of 83%.
CNN was the most-watched network on Election Night (8 p.m. to 12:30 a.m.), out-drawing all three broadcast networks.
“The issue that drove interest in the election has become even more intense,” says Jon Klein, president of CNN/US. “The economy has gotten even worse, and Americans are even more curious about what the [Obama] administration is going to do about this crisis. We’re going to be offering real news, straight down the middle, non-partisan, unfiltered by any talking points. And I suspect that’s going to continue to resonate with the audience.”
In the fourth quarter, MSNBC's Chris Matthews chugged ahead of CNN's Lou Dobbs at 7 p.m. in total viewers (1.26 million to 1.23 million) and in the demo (437,000 to 397,000).
And while Fox News still boasts the majority of the top-ten cable news programs (7) with Bill O’Reilly leading the charge, CNN’s Anderson Cooper 360 this year snuck past On the Record with Greta van Susteren in the demo (480,000 to 460,000). In total viewers, On the Record still outrates AC360 (1.74 million to 1.33 million).
As the third-place cable news network, MSNBC had the steepest hill to climb. The network’s fresh new star, Rachel Maddow, is in a dead heat at 9 p.m. with CNN’s Larry King in total viewers for the fourth quarter, each recorded 1.729 million. Among the coveted 25-54 demographic, The Rachel Maddow Show is beating Larry King Live 628,000 to 575,000.
But King, who at 75 is the elder statesman of the genre, is having his best year in years, up 74% in total viewers and more than 100% in the demo since Maddow launched in early September. Fox News' Hannity & Colmes, however, is still the No. 1 show at 9 p.m.
For cable news networks this year, even when you’re behind, you’re still coming out ahead.
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Yes, I agree with Mr. Martinez. The media is only telling their general audience half the truth. What happened to good honest reporting? Instead of the truth, we are seeing a war of politics and scam the public on evening CNN, ABC, CNBC, NBC and CBS. Why this disception is also creeping into FOX channel as well. I long to see integrity on the networks, how about you? If you ask me, the reporters we have today in general are a bunch of scam artists and don't know the truth from a lie. I guess I've had it up to my ears in unreliable reporting and half truths. Isn't there someone out there who will take up the pen and tell it like it really is? I'm calling forth army of fresh blooded conservative writers to take over the hotshots who can't speak the truth. It's time someone did something about the mega media who is trying to ruin the good character of our nation!
Charles K. Goodley - 12/29/2008 12:26:00 AM EST -
I'm crying for all those who despise the network that more people watch. Their lies and fabrications and backhanded affection for "everyone" apparently is not what all TV viewers want to have to sit through every hour of the day. Huh!
Jon O - 12/23/2008 5:10:00 PM EST -
This is easy to understand. People are sick of only getting half the story... the half that makes liberals look good, or the half that makes conservatives look bad. Pick any story and watch the coverage on Fox and then on CNN or MSNBC... you won't get the whole story on those liberal channels. Take Blagojevich for a recent example. The liberals channels rarely mentioned that this guy is a Democrat. On the other hand, when Fox broke the story they said over and over that Obama was not implicated in any way, yet the liberal channels continue to say that Republicans are fueling that fire. Maybe a few extremists, but not Fox. If liberals were honest, they would pursue that story hard.
Mercedes Martinez - 12/21/2008 4:24:00 PM EST -
Yes! It is so sad that I am sobbing uncontrollably.
What are you, RETARDED?
Bob Davis - 12/20/2008 5:56:00 AM EST -
What a sad statistic.
Tyler - 12/19/2008 5:14:00 PM EST
