In a stark illustration of the shifting media landscape following President-elect Donald Trump’s decisive win, CNN has plummeted to new all-time lows in viewership among the crucial 25-to-54 demographic, sought after by advertisers. The network, already in the throes of a significant restructuring which includes anticipated mass layoffs, averaged only 92,000 viewers in this demographic throughout the year, marking a 1% decrease from the previous year’s nadir of 94,000, according to Nielsen data reported by Mediaite.
Since the election, CNN’s primetime demographic has seen a dramatic 52% decline, with an average viewership of just 77,000. This downturn has significantly impacted even flagship programs like “State of the Union,” hosted by Dana Bash and Jake Tapper. Overall, CNN’s primetime viewership has shrunk by 45% this year, now standing at a mere 405,000 viewers, according to a report by The New York Post.
The data reveals that only 11% of cable news viewers tuned into CNN’s primetime offerings post-election, falling behind MSNBC, which captured 16% of the audience despite its own challenges. In stark contrast, Fox News commanded a dominant 72% share of primetime viewers, reinforcing its status as the leading cable news network.
CNN tried to mitigate the narrative of its decline by highlighting its broad appeal, claiming in a press release to be in the top five for total day viewership among viewers aged two and over, and within the top ten for the 25-to-54 demographic. However, these assertions do little to overshadow the significant losses in its key audience segment.
Fox News has not only maintained but increased its viewership, growing by 7% in primetime since October, and securing its position as the number one cable news channel for the ninth consecutive year. Fox News Media CEO Suzanne Scott expressed pride in the network’s performance, noting its focus on stories that resonate with everyday Americans.
On the other hand, MSNBC, while securing second place in average total day viewers, has seen a more pronounced decline in its primetime viewership, dropping by over 60% to just 57,000 in the 25-54 demo since November 5. The network’s weekend programming has also suffered, with shows like Jonathan Capehart’s drawing only 12,000 viewers in this demographic on a recent Saturday.
Comparatively, newer networks like NewsNation have started to make inroads, with their afternoon programs pulling in significantly higher numbers in the same demographic.
This post-election scenario underscores a broader trend of viewers moving away from traditional left-leaning news networks, highlighting the challenges these outlets face in maintaining audience engagement in an increasingly polarized media environment.