Summer Slump? Not For Fox News
Who said August is a slow time for cable news networks? Fox News had its best ratings of 2009 in the month that just ended in the A25-54 demographic prime time. FNC was also the only cable news network up year-to-year in every category, and Fox had the top 11 programs on cable news in total viewers, and nine out of the 10 in the demo.
Here are the top five reasons Fox News is winning this summer:
• Bill O’Reilly: The O’Reilly Factor continues to be the top program on all of cable news, now for 105 months and running. Last month was even more huge for O’Reilly – he had his top five programs of 2009 during August.
• Glenn Beck: Fox News’ newest star had a huge month, thanks to a week of “special” programming last week and even a shout out from Sarah Palin. Beck helped the 5pmET hour improve by 108% in total viewers and 173% in the demo, compared to 2008 (before Beck joined the network).
• Vacations: Or, the lack of them. No Fox News host missed more than a week of programs during August, and most didn’t miss that many. This was not the same with programs on CNN and MSNBC. It can only help to have the full A-team on for significant portions of time, even in the summer.
• Town Halls: The news about health care has shifted from the more boring, policy issues, to the exciting, shouty town halls. And Fox News has not only been covering them more than any other network, the ratings have proved their audience is loving the coverage. As Congress returns in September, Fox will need to keep the protest/town hall aspect of the debate on the forefront to continue its ratings success.
• Pres. Obama: Some speculated Fox ratings would be hurt by an Obama presidency. In fact, it’s just the opposite. In much the same way FNC rose to prominance during the Clinton administration, it is benefiting greatly from a popular, charismatic Democrat in the White House.
Also…
• Notable Non-Factor: It is clear CNN and MSNBC viewership is not directly, and negatively, affected by FNC’s success. They generally pull from a different audience. But that doesn’t mean the down arrows in the shadow of FNC’s big up arrow during August is not notable.
CNN was down 32% in total viewers and 45% in the demo year-to-year in prime time. For MSNBC, 2% and 14%. FNC was up 17% and 25% in those categories. In total day, the trends were similar.
