Fox News tops cable news ratings
Momentum slows after viewership reaches new highs
Cable- news networks basked in a record- setting year for viewership spurred on by a tumultuous election, but the momentum has begun to subside.
With Fox News Channel leading the way, prime- time ratings jumped sharply for all networks between January 2016 to the run- up to President Trump’s inauguration Jan. 20. When compared with ratings from September to November, each network saw declines.
Fox News Channel attracted an average of 2.844 million viewers in January during prime time ( 8- 11 p. m. ET) — an increase of 35% over January 2016 but a 2% decline from September to November 2016, according to Nielsen.
CNN had 1.164 million prime- time viewers in January — up 38% over last year, but down 22% compared with September to November 2016. MSNBC’s prime- time January viewership of 1.160 million was up 53% over last year but down 18% from September to November 2016.
Among the three networks, FoxNews has retained the most of its pre- election viewership
growth. When looking at full- day viewership, which reflects news coverage beyond opinion or talk, Fox’s ratings rose 12% in January compared with September to November 2016. CNN and MSNBC’s full- day declines were less than in prime time ( 13% and 16%, respectively).
Subsiding viewer ratings is natural after a presidential election, even one that wasn’t “just any other presidential cycle,” said Billie Gold of ad firm Dentsu Aegis’ Amplifi.
But the activity out of the White House should keep viewership high, she said. “Ratings will continue to stay above normal levels as political pundits battle it out on cable news channels, creating a ratings windfall” for outlets whose ratings will stay above average in coming months. “Like him or not, Trump equals ratings and dollars,” Gold said.
Fox News hit amilestone, 15 consecutive years as the most- watched news channel.