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Huh? CNN Spins Worst Ratings In Years: “10 Million More Viewers Than Fox News”

» 38 comments

With two weeks left to go, 2010 is looking like a year to forget for CNN. The network’s primetime shows, including the heavily hyped but poorly performing Parker Spitzer have failed to stem the serious ratings losses that have plagued the network for more than a year.

When year end figures are released soon, it’s almost certain to be CNN’s worst performance in over a decade.

But that’s not how the story goes in CNN’s year-end news release–out today–which leads with this bold claim: “CNN Reaches 10 Million More Viewers Than Fox News and 13 Million More Than MSNBC in 2010.”

Wait. What? CNN’s number one all of a sudden? How’d that happen?

Well, CNN’s performed some number-crunching magic with the year-end ratings (and it’s not the first time, either) to find something shiny hidden amid all the wreckage. The network’s claim to Number One status, by averaging “96.4 million monthly viewers–10 million more than Fox News Channel (85.7 million) and 13 million more than MSNBC (83.3 million)” is based on a “cumulative audience” that counts the total number of different viewers who turn on a channel over a set time period.

While you’ve got to give CNN credit for creativity, advertisers just don’t pay any attention to statistics like that. They care about demographics, and average audiences for various cable news shows. And by that measure–also known as the industry standard–CNN is getting killed.

According to Nielsen Media Research, for the year to date (ending December 13) CNN’s ratings among viewers 25-54 (the key news demographic) cratered in 2010, plummeting 34 percent in primetime–the biggest decline of any network.

Fox News, by comparison, was off 7 percent compared to 2009, but still easily dominated primetime with an average of 503,000 viewers 25-54. MSNBC (off 10 percent) came in second with 249,000. CNN was third with 174,000 followed closely by sister network HLN with 144,000 (another big drop–viewership off 32 percent from 2009).

That marks the second year in a row that MSNBC has come in second–and CNN third in this key demographic. If ratings hold on the current trend, MSNBC will also beat CNN in terms of total primetime viewers for the first time ever.

All of this is not to say that CNN doesn’t have anything to feel good about. It does. CNN’s digital and online performance leads both MSNBC and Fox News, and HLN’s morning show Morning Express with Robin Meade will celebrate 2010 as its best year ever, beating MSNBC’s Morning Joe for 12 consecutive months–a claim CNN makes the old fashioned way: in terms of viewers 25-54.

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  • http://gordonbloyershow.com gordonbloyershow

    LOL, more proof that all libs lie.

  • Atticus Draco

    CNN Spins Worst Ratings In Years: “10 Million More Viewers Than Fox News”

    LMAO!
    LAME!

  • TonyClifton

    But I thought MSNBC was the #1 cable news network that isn’t named Fox News?

  • felixw

    They must be counting the tens of thousands of people who walk through the airport terminals, hotel lobbies, etc. where CNN gets force-fed to unwilling subjects to the CNN thought police. Otherwise, how can CNN lose to Fox EVERY night of EVERY week in EVERY prime time slot, usually by a THREE-TO-ONE margin, and then make these clams? Heck Red Eye, on Fox in the middle of the night, gets more viewers than CNN’s hottest prime time show.

  • Helix

    And with spin/distortions/lies like the one mentioned above, people still wonder why the MSM is losing ratings and trusted less by conservatives. Keep lying and we will keep changing the channel to FOX.

  • BFD

    As CNN goes down MSNBC goes up.

    I can’t recall seeing Matthews so close to Beck, nor O’Donnell as close to Greta.

  • michiganruth

    I didn’t see any stats that BFD could be referring to, so I just looked up yesterday’s ratings to get an idea of the trend.

    in the demo, Beck gets 404 to Matthews’ 206.

    was that the closeness you meant, B?

  • BFD

    michiganruth said:
    I didn’t see any stats that BFD could be referring to, so I just looked up yesterday’s ratings to get an idea of the trend.

    in the demo, Beck gets 404 to Matthews’ 206.

    was that the closeness you meant, B?

    Yup. It used to be like Mathews 136 and Beck 575! lolol

    Double is good. Better than triple. :-)

  • http://www.facebook.com/people/Greg-Palmer/100000481076398 Greg Palmer

    OK folks, a little education for you other than figures don’t lie but liars can figure.
    Reach – the number of people your ad is shown to is an important part, but so is frequency – the number of times each person is exposed to the ad.
    Fox kicks butt based on the individual spot (good for them “hey advertiser, you do want your spot to be seen by more people every time, right? )
    CNN kicks butt on the total number of people who watch during some time in the week (“hey advertiser, you really want to reach the most number of people possible right?”)
    We are not going into demos, different advertisers will want different demos and qualigrafics.
    for sake of argument lets say Fox averages 100,000, reaches 1,000,000 and costs $20,000
    and CNN averages 50,000, reaches 1,200,000 and costs $9,000 ( I am giving them a CPM advantage)
    The audience turn over is much higher on CNN, meaning based on the Beta Binomial Regression analysis you have to schedule far more commercials.
    This is where the rubber meets the road…to reach 400,000 different people an average of 3 times in a week (old school minimal target is 3 times) you might have to buy 20 spots on Fox for $400,000 and 60 spots on CNN for $540,000
    This ends the media buying lesson for the week… (please note I pulled the number out of thin air, but the guidelines are valid. Back in 1984 I had an argument about the accuracy of my real world projections with some one who worked high up at Nielsen. I gave him a 2 station buy in a 3 station market with my projected reach and frequency estimate while he ran the schedule directly from their books as they were in the NSI mainframe. We ended with 1/10th of a point reach difference. He never sent the 5th of bourbon he lost on the bet.)

  • SUPER Chundy

    gordonbloyershow said:
    LOL, more proof that all libs lie.

    Gordon are you a real human? Or are you just a spam bot that posts the same thing on ever story?

    I can’t imagine it took you more than 10 seconds and two brain cells to come up with that post. Your posts are almost as unoriginal and boring as a Harry Reid speech. No wait, as boring and unoriginal as CNN’s primetime lineup!

  • greg454

    Palmer, by your logic advertising on the Superbowl must be wasteful since millions of people only get to see the ad once. Yes, CNN may be great if you’re target audience is a narrow demographic of college educated liberals making $100,000 a year. But if you’re audience is broader than that, you’re better off advertising on Fox.
    http://politicallyincorrectlibertarian.wordpress.com/

  • SUPER Chundy

    CNN and Fox all chase after one thing and its NOT the truth.

    It’s fine that they’re modus operandi is to make money and not inform people, but it depressing that people take sides in the Media Wars as if they’re supporting a religion. The only thing MSNBC or Fox News fans are supporting is filling rich people’s pockets with more money.

    In fact, while CNN has lower ratings than Fox News in key demos, they are still comparably profitable.

    Financial Times: “[CNN] ended 2009 with about $500m in operating profit for the year, its highest in its history, Mr Kent will tell investors.”

    NYT: “[Fox News] is on track to achieve $700 million in operating profit this year, according to analyst estimates that Mr. Ailes does not dispute.”

    As the comments here fling their feces at one another; the heads of CNN and Fox News can only laugh about how easy it rile us up.

  • Andrew K

    gordonbloyershow said:
    LOL, more proof that all libs lie.

    Please continue to make an ass of yourself by making broad generalizations.

  • hanniballa

    What the hell is CNN smoking, and can I get a half onze of it?

  • StewartIII

    ChickaBOOMer| CNN Reaches The End Of The Lyin’: Desperately Needs Prime Minister
    http://chickaboomer.blogspot.com/2010/12/cnn-desperately-seeking-prime-minister.html

  • http://www.facebook.com/people/Greg-Palmer/100000481076398 Greg Palmer

    greg454 said:
    greg454 says:
    December 15, 2010 at 7:43 pm  (Quote)
    5  2

    3 points:
    1.about 1/3 of the Superbowl advertisers run their commercial more than once (usually different commercials but the same product)
    2. Superbowl ads are an event (sometimes even more than the game – Any Superbowl with the Bills – and viewers watch closely because they are so good)
    3. Average and total reach are very close (40 rating and 50% reach)
    4. I pointed out I was not going to address Demographics (age) or Qualigrafics (Income, Education, Left or Right Handed)

  • Magister

    I don’t see a link to the release and I can’t find it on news.turner or via timewarner.com, but thankfully Spud has a copy on his website, so I’m not blind.

    1) Both the post and the Portfolio link from ’08 speaks of primetime programming, but the release specifically says that the numbers include dayside, a place where CNN has consistently shown strength. I believe up until recently, CNN ruled the day, but the release only singles-out MSNBC’s weakness during those hours, so Fox may have caught up or surpassed for extended viewing during non-breaking events.

    2) Once again, up until recently, CNN has been the go-to place during breaking news events. It may have been over the course of this past year that Fox first started to occasionally win during breaking news, but it’s an area where MSNBC is obviously so weak, they’re not in the race and in the release, CNN specifically points toward their demo win during the Chilean miner rescue and strong numbers from Haiti and the BP Spill. All of which they can clearly claim.

    Though I don’t see the sampling concept explained in Spud’s reprint, but if the numbers were compiled by taking five minute averages or some like equation, one could definitely call it creative, but it seems no more problematic than arguing against their daytime brags with primetime numbers.

  • http://gordonbloyershow.com gordonbloyershow

    SUPER Chundy said:
    Gordon are you a real human? Or are you just a spam bot that posts the same thing on ever story?

    Let me see, YOU are the one hiding behind the phony name. You are the one that is a coward. You are the one that just showed up here recently.
    Now go back to your playpen.

  • http://www.facebook.com/people/Tony-Westover/1496648721 Tony Westover

    CNN is a failing enterprise, and all of the lies in the world won’t save them.

  • Kermit

    Fox is getting old, everyone knows the fake their ratings and their not the news. Right wing propaganda only.

  • Kermit

    This blog is blocking ULR’s I am trying to send to verify the spin factor of Fox… not surprised !

  • SUPER Chundy

    gordonbloyershow said:
    Let me see, YOU are the one hiding behind the phony name. You are the one that is a coward. You are the one that just showed up here recently.
    Now go back to your playpen.

    Defensive much? You’d think I called you a liberal or some four letter word. WOW!

    gordonbloyershow said:
    LOL, more proof that all libs lie.

    So you’ve proven that you’re human (or at least a very intelligent robot); now prove that you can leave a comment that doesn’t make you sound like a pre-teen LOL ZOMG! You’re a grown man; start commenting like one

  • the real john t

    SUPER Chundy said:
    You’re a grown man; start commenting like one

    Well see, Gordon Blowhard is still living in his little dream world. He thinks and wants everyone else to think he’s famous. But the thing is he got ran out of CA after they found out what a fraud he was. He went back to Portage IN and brags about having a tv show on there local station. The thing about that is he had to lease the airtime. Yes he had to pay them, they didn’t pay him.When they finally got tired of his BS they sent him packing. Now he does his show from his mom’s basement on You Tube.

  • Just4thefax

    Andrew K said:
    Please continue to make an ass of yourself by making broad generalizations.

    Fact: Typical liberal loon that knows so much that isn’t so and hears so much that isn’t said! That’s a fact!

  • Just4thefax

    Fact: When your foundation was weak when it was poured by the founder Ted Turner the left nut D-bagger that he was; you can’t build the highest rated news organisation on it!

  • Merdeux

    Having a broad audience is something to brag about, but unfortunately success today is measured only in dollars.

  • Andrew K

    Just4thefax said:
    Fact: Typical liberal loon that knows so much that isn’t so and hears so much that isn’t said! That’s a fact!

    You don’t know the first thing about me Faxie….

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    gordonbloyershow said:
    LOL, more proof that all libs lie.

    boo hoo. FNC is # 77 on the over-all cable charts (maybe lower – that was at it’s prime); there have been 2 hour rain delays with bigger audiences than the FNC primetime shows. Since you believe the Ministry of Lies, why do you need outside validation or believe this story? I guess given your statement – Mediaite lies. Right? LOL.

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    Atticus Draco said:
    CNN Spins Worst Ratings In Years: “10 Million More Viewers Than Fox News”

    LMAO!
    LAME!

    “The Simpsons” took a dig at its corporate sibling Fox News for the third time in a month on last night’s episode. Previously, the cartoon had labeled Fox News “#1 With Racists” and “Unsuitable For Viewers Under 75.” This time, the show put a holiday message on its increasingly ubiquitous Fox News helicopter: “Merry Christmas From Fox News…But No Other Holidays.”

    PHOTO:

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    TonyClifton said:
    But I thought MSNBC was the #1 cable news network that isn’t named Fox News?

    Fox is # 1 among Racists!! Whoopee!!

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    Greg Palmer said:
    OK folks, a little education for you other than figures don’t lie but liars can figure.
    Reach – the number of people your ad is shown to is an important part, but so is frequency – the number of times each person is exposed to the ad.
    Fox kicks butt based on the individual spot (good for them “hey advertiser, you do want your spot to be seen by more people every time, right? )
    CNN kicks butt on the total number of people who watch during some time in the week (“hey advertiser, you really want to reach the most number of people possible right?”)
    We are not going into demos, different advertisers will want different demos and qualigrafics.
    for sake of argument lets say Fox averages 100,000, reaches 1,000,000 and costs $20,000
    and CNN averages 50,000, reaches 1,200,000 and costs $9,000 ( I am giving them a CPM advantage)
    The audience turn over is much higher on CNN, meaning based on the Beta Binomial Regression analysis you have to schedule far more commercials.
    This is where the rubber meets the road…to reach 400,000 different people an average of 3 times in a week (old school minimal target is 3 times) you might have to buy 20 spots on Fox for $400,000 and 60 spots on CNN for $540,000
    This ends the media buying lesson for the week… (please note I pulled the number out of thin air, but the guidelines are valid. Back in 1984 I had an argument about the accuracy of my real world projections with some one who worked high up at Nielsen. I gave him a 2 station buy in a 3 station market with my projected reach and frequency estimate while he ran the schedule directly from their books as they were in the NSI mainframe. We ended with 1/10th of a point reach difference. He never sent the 5th of bourbon he lost on the bet.)

    The other key point is demographic – FNC get’s the Religulious shut ins and bible study groups over 55 and facing end of days (fearful sect). In addition – Fox Newz is not Beck, Hannity, O’Reilly – they are opinionators – or propagandists for the Reich Wing – and therefore NOT news – as they so carefully point out when not in their terror bunkers for fear of being sued. They fall under the “entertainment” guise which gives them the flexibility to lie as often as they do – phrasing statements that they no to be false with “Some people might say” or as they do more and more to spread their lies, “A lot of Americans (no quantifier) believe….” Of course, what you’ll see from here down are those same echoing sheep that need to hang their hat on their Republican’t fantasy and Jesus Camp leanings of dysfunctional hate and fear mongering for the RNC that Faux represents.

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    Just4thefax said:
    Fact: When your foundation was weak when it was poured by the founder Ted Turner the left nut D-bagger that he was; you can’t build the highest rated news organisation on it!

    I’m amazed at how these shut-in’s live and die by the lies they’re told. Psssst. The world is “round”!!!

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    Kermit said:
    Fox is getting old, everyone knows the fake their ratings and their not the news. Right wing propaganda only.

    The remain in denial and will never believe anything they hear that hasn’t been told to them by their Tsars at the Ministry of Lies known as Faux Newz.

    It’s called brainwashing – and you have to be fairly pathetic and weak minded to fall for it. FNC apparently has about 1.5 million sheep willing to do their bidding – and another .5 million watching them for the Goebbels/Hitler moment to stop them when they do.

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    *They (Fox Viewers/Teabagers in Training) remain in denial and will never believe anything they hear that hasn’t been told to them by their Tsars at the Ministry of Lies known as Faux Newz.

    It’s called brainwashing – and you have to be fairly pathetic and weak minded to fall for it. FNC apparently has about 1.5 million sheep willing to do their bidding – and another .5 million watching them for the Goebbels/Hitler moment to stop them when they do.

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    SUPER Chundy said:
    CNN and Fox all chase after one thing and its NOT the truth.

    It’s fine that they’re modus operandi is to make money and not inform people, but it depressing that people take sides in the Media Wars as if they’re supporting a religion. The only thing MSNBC or Fox News fans are supporting is filling rich people’s pockets with more money.

    In fact, while CNN has lower ratings than Fox News in key demos, they are still comparably profitable.

    Financial Times: “[CNN] ended 2009 with about $500m in operating profit for the year, its highest in its history, Mr Kent will tell investors.”

    NYT: “[Fox News] is on track to achieve $700 million in operating profit this year, according to analyst estimates that Mr. Ailes does not dispute.”

    As the comments here fling their feces at one another; the heads of CNN and Fox News can only laugh about how easy it rile us up.

    Murdoch hasn’t paid taxes due to his deal with Reagan and the Republicans, loses money on many of his ventures, but that’s not the issue – brainwashing and spreading hate, fear and smear towards their political enemies are. Murdoch and the Saudi Royal Family need to control the dumbest segment of our society for their votes (religulous blind faith voters – they’re easy to manipulate with abortion/gay marriage red herring issues) so that they can capitalize on “oil” futures, et. al. The only thing worse about the GOP is how dumb their voters are for being played like this for so long. They’ve given away liberties and freedoms out of fear and hate for what they don’t know.

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    greg454 said:
    Murdoch hasn’t paid taxes due to his deal with Reagan and the Republicans, loses money on many of his ventures, but that’s not the issue – brainwashing and spreading hate, fear and smear towards their political enemies are. Murdoch and the Saudi Royal Family need to control the dumbest segment of our society for their votes (religulous blind faith voters – they’re easy to manipulate with abortion/gay marriage red herring issues) so that they can capitalize on “oil” futures, et. al. The only thing worse about the GOP is how dumb their voters are for being played like this for so long. They’ve given away liberties and freedoms out of fear and hate for what they don’t know.

    Health Insurance, Oil Companies, Religulous Nutjobs, fraud schemes and snuggies trailer-park/Ronco type goods are hawked on FNC. They’re targeting their audience – old and feable minded and the bigger ads (Oil Health Insurance Lobby, NRA, etc.) are usually “laundered” gifts back to the RNC for their partnership with them and doing their bidding.

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    felixw said:
    They must be counting the tens of thousands of people who walk through the airport terminals, hotel lobbies, etc. where CNN gets force-fed to unwilling subjects to the CNN thought police. Otherwise, how can CNN lose to Fox EVERY night of EVERY week in EVERY prime time slot, usually by a THREE-TO-ONE margin, and then make these clams? Heck Red Eye, on Fox in the middle of the night, gets more viewers than CNN’s hottest prime time show.

    Because of the 350 million Americans, 347.5 million Americans have better things to do and many more options with legitimate news shows – Sheep really only have one source for their lies to be aired – Faux Newz.

  • http://www.facebook.com/people/James-Gregory-Backus/615261184 James Gregory Backus

    Hey Fox!!! Lying to your audience only serves you and them. As you’re not really “news” – you admit your an “opinion” station – let’s look at the competition without “news” – but we’ll include the “real” news for comparative purposes:

    EVENING NEWS (Week of July 12, 2010)

    Total Viewers Adults 25-54 Households

    ABC 6,640,000 1.4/6; 1,760,000 4.6/10
    NBC 7,550,000 1.8/8; 2,210,000 5.0/11
    CBS 5,090,000 1.3/5; 1,590,000 3.4/7

    And…Because Fox ISN’T NEWS…

    Top 25 cable shows for the week ending July 18, 2010:
    Rank Program Network Day Time HH Rating Viewers (000)
    1 DEADLIEST CATCH DISC TUESDAY 9:00 PM 5.0 8,546
    2 CLOSER, THE TNT MONDAY 9:00 PM 5.0 7,660
    3 RIZZOLI & ISLES TNT MONDAY 10:01 PM 4.9 7,553
    4 AFTER THE CATCH(S) DISC TUESDAY 10:01 PM 4.0 6,849
    5 HOME RUN DERBY L ESPN MONDAY 8:15 PM 4.0 6,418
    6 SONNY WITH A CHANCE DSNY SUNDAY 8:30 PM 3.5 6,115
    7 BURN NOTICE USA THURSDAY 9:00 PM 3.5 5,647
    8 HANNAH MONTANA FOREVER DSNY SUNDAY 8:00 PM 3.1 5,399
    9 ROYAL PAINS USA THURSDAY 10:00 PM 3.2 5,196
    10 PAWN STARS HIST MONDAY 10:30 PM 3.3 5,170
    11 WWE ENTERTAINMENT (WWE RAW) USA MONDAY 10:00 PM 3.0 5,061
    12 COVERT AFFAIRS USA TUESDAY 10:00 PM 3.3 4,878
    13 TRUE BLOOD HBOM SUNDAY 9:03 PM 2.7 4,860
    14 PAWN STARS HIST MONDAY 10:00 PM 3.0 4,634
    15 WWE ENTERTAINMENT (WWE RAW) USA MONDAY 9:00 PM 2.7 4,497
    16 WHITE COLLAR USA TUESDAY 9:00 PM 2.8 4,290
    17 HOME RUN DERBY PRELUDE L ESPN MONDAY 8:00 PM 2.7 4,177
    18 FAMILY GUY ADSM WEDNESDAY 11:30 PM 2.7 4,071
    19 CAMP ROCK DSNY SUNDAY 9:30 PM 2.4 3,944
    20 LEVERAGE TNT SUNDAY 9:00 PM 2.5 3,932
    21 NCIS USA WEDNESDAY 8:00 PM 2.5 3,833
    22 FAMILY GUY ADSM MONDAY 11:30 PM 2.6 3,790
    23 FAMILY GUY ADSM THURSDAY 11:30 PM 2.5 3,752
    24 SPONGEBOB NICK SATURDAY 10:00 AM 2.4 3,739
    25 NEXT FN STAR 6(S) FOOD SUNDAY 9:00 PM 2.2 3,700

    As you can see by this cable rating list. The #25 program has 3.7 million views. FNC is one third of this.
    Back to your closets Palinistas – you’re a whacked minority.

    Palinistas Watch Faux!

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