Issuu on Google+

CNN Fails to Stop Fall in Ratings - NYTimes.com

Page 1 of 3

prentice 0 Followers

Recommend

HOME PAGE

TODAY'S PAPER

VIDEO

MOST POPULAR

Get Home Delivery Welcome, darklyon2

TIMES TOPICS

Log Out

Help

Search All NYTimes.com

Media & Advertising WORLD

U.S.

N.Y. / REGION

BUSINESS

Search Business

TECHNOLOGY

Financial Tools Select a Financial Tool

SCIENCE

HEALTH

SPORTS

OPINION

ARTS

STYLE

TRAVEL

JOBS

REAL ESTATE

AUTOS

More in Business » Global Business

Markets

Economy

DealBook

Media & Advertising

Small Business

Your Money

Energy & Environment

CNN Fails to Stop Fall in Ratings By BILL CARTER Published: March 29, 2010

CNN continued what has become a precipitous decline in ratings for its prime-time programs in the first quarter of 2010, with its main hosts losing almost half their viewers in a year.

RECOMMEND TWITTER

E-MAIL

The trend in news ratings for the first three months of this year is all up for one network, the Fox News Channel, which enjoyed its best quarter ever in ratings, and down for both MSNBC and CNN.

Left, Jose Luis Magana/Associated Press; Fred Prouser/Reuters

Fox’s Glenn Beck and CNN’s Larry King.

Related Times Topic: CNN Enlarge This Image

Jonathan Torgovnik/Reportage, via Getty Images

Anderson Cooper, seen reporting on the aftermath of the earthquake that hit Haiti, has had trouble holding onto viewers.

SEND TO PHONE PRINT

REPRINTS SHARE

CNN had a slightly worse quarter in the fourth quarter of 2009, but the last three months have included compelling news events, like the earthquake in Haiti and the battle over health care, and CNN, which emphasizes its hard news coverage, was apparently unable to benefit. The losses at CNN continued a pattern in place for much of the last year, as the network trailed its competitors in every prime-time hour. (CNN still easily beats MSNBC in the daytime hours, but those are less lucrative in advertising money, and both networks are far behind Fox News at all hours.) About the only break from the bad news for CNN was that March was not as bad as February, when the network had its worst single month in its recent history, finishing behind not only Fox News and MSNBC, but also its sister network HLN — and even CNBC, which had Olympics programming that month.

CNN executives have steadfastly said that they will not change their approach to primetime programs, which are led by hosts not aligned with any partisan point of view. But the numbers are stark: For the network’s longest-running host, Larry King, who has always been regarded at CNN as the centerpiece of prime time because he drew the biggest audiences at 9 p.m., the quarter was his worst ever.

Today's Headlines Daily E-Mail Sign up for a roundup of the day's top stories, sent every morning. See Sample

prentice.reid@gmail.com Change E-mail Address | Privacy Policy

MOST POPULAR - BUSINESS E-MAILED

BLOGGED

VIEWED

1.

Risks Seen in Cholesterol Drug Use in Healthy People

2.

For Photographers, the Image of a Shrinking Path

3.

Retain Your Records No Longer Than You Must

4.

Judge Invalidates Human Gene Patent

5.

After Patent on Genes Is Invalidated, Taking Stock

6.

Payback Time: State Debt Woes Grow Too Big to Camouflage

7.

Take a Few Hours and Unlock Some Cash

8.

Economic Scene: Weak Rules on Toxins and Safety

9.

How to Self-Diagnose Your Financial Health

10.

CNN Fails to Stop Fall in Ratings

Go to Complete List »

Mr. King’s audience dropped 43 percent for the quarter and 52 percent in March. He dropped to 771,000 viewers for the quarter from 1.34 million in 2009. More alarming perhaps, Mr. King, whose show has been regularly eclipsed by Rachel Maddow’s on MSNBC (and is almost quadrupled by Sean Hannity’s show on Fox), is now threatened by a new host, Joy Behar on HLN (formerly Headline News.)

http://www.nytimes.com/2010/03/30/business/media/30cnn.html?adxnnl=1&hpw=&ad... 3/31/2010


CNN Fails to Stop Fall in Ratings - NYTimes.com

Page 2 of 3

prentice 0 Followers

Recommend

In her first full quarter competing with Mr. King at 9 p.m. Ms. Behar wound up beating him in the ratings 21 times. CNN has given no indication that any changes in its lineup are imminent, but recently announced that it would try a series of specials in a talk-show format at 11 p.m. with its current 10 p.m. host, Anderson Cooper. The specials are interpreted by some at the network as a trial run for a new 9 p.m. show with Mr. Cooper. Mr. Cooper has long been regarded as the strongest host at CNN, but his show has suffered badly as well. For the quarter, Mr. Cooper dropped 42 percent in viewers and 46 percent among the 25-to-54-year-old audience that the news channels use for their sales to advertisers.

ALSO IN ARTS »

In the past, CNN relied on big audiences for Mr. King’s show to deliver viewers to Mr. Cooper. Now Mr. Cooper sometimes finds himself losing to repeats of shows on MSNBC and HLN. (At the other end of prime time, Campbell Brown’s show on CNN at 8 had its worst quarter ever with the 25-to-54-year-old audience.)

ADVERTISEMENTS

The new breed of Curators Teenage girls explore their lives through a camera's eye Recalling the craze for a game of chance

2010 Chevy Malibu

Even in the morning, CNN is sliding. Its “American Morning” show dropped behind “Morning Joe” on MSNBC in total viewers for the first time; it still beat the MSNBC show among 25- to 54-year-olds, though it was down 29 percent from a year earlier.

Named a Consumers Digest "Best Buy" - LEARN MORE

Watch today's top videos

At the same time, Fox News, which had its biggest year in 2009, continues to add viewers. Greta Van Susteren’s show was up 25 percent from a year earlier. Bill O’Reilly, whose show commands the biggest audience in prime time with 3.65 million viewers, was up 28 percent, and Glenn Beck was up 50 percent from a year earlier. A version of this article appeared in print on March 30, 2010, on page B1 of the New York edition.

Times Reader 2.0: Daily delivery of The Times - straight to your computer. Subscribe for just $3.45 a week.

The new issue of T is here

Watch today's top videos

Ads by Google

what's this?

Official Acura MDX Site E-MAIL

Learn about the technologically advanced MDX at the Official Site. www.Acura.com

PRINT

Google Finance REPRINTS

Free Financial News and Investment Tools. Try It Today! www.Google.com/Finance

Social Media Strategies Ads by Google

what's this?

The 2010 Acura MDX

Discover How Brands Use Social Media to Reach ConsumersRead On Lithium.com/Social_Media_Community

With Vehicle Stability Assist™ and AcuraLink® Satellite Communication. www.Acura.com

Media Database Comprehensive Media Database with 1.4 Million Media Contacts/Outlets! www.vocus.com

Social Media Strategies Discover How Brands Use Social Media to Reach Consumers-Read On Lithium.com/Social_Media_Community

RELATED ADS

What are Related Ads?

Past Coverage » CNN News

CNN Falls Behind MSNBC in Annual Prime-Time Ratings (December 17, 2009) CNN Last In TV News On Cable (October 27, 2009) With Rivals Ahead, Doubts for CNN's Middle Road (April 27, 2009) RATINGS; A Soaring Number of Viewers (November 6, 2008)

» Fox News » CNN Journalist » CNN Newsroom

Related Searches Ratings and Rating Systems

Get E-Mail Alerts

Cable News Network

Get E-Mail Alerts

News and News Media

Get E-Mail Alerts

Cable Television

Get E-Mail Alerts

» Erica Hill CNN

INSIDE NYTIMES.COM BOOKS »

DINING & WINE »

OPINION »

U.S. »

OPINION »

SPORTS »

Op-Ed: Why Chechen Women Are So Dangerous

http://www.nytimes.com/2010/03/30/business/media/30cnn.html?adxnnl=1&hpw=&ad... 3/31/2010


CNN Fails to Stop Fall in Ratings - NYTimes.com

Page 3 of 3

prentice 0 Followers

Recommend

Terrorism in Moscow isn’t driven by religious motives. It is about the military occupation of Chechnya.

A Touch for Funny Bones and Earlobes

Home

World

U.S.

Restaurant Review: Recette

N.Y. / Region

Business

Copyright 2010 The New York Times Company

A Haitian Family Finds Hope at a Boston Hospital

Technology

Privacy

Science

Terms of Service

Health Search

Sports

Corrections Map

Opinion

Arts

RSS

Room for Debate: What We Know About Militias

Style First Look

Travel Help

Jobs

In Michelle Wie’s Gallery, Artistry Off the Course

Real Estate

Contact Us

Autos

Work for Us

Back to Top Advertise

Site

http://www.nytimes.com/2010/03/30/business/media/30cnn.html?adxnnl=1&hpw=&ad... 3/31/2010


CNN Loses Half of Their Viewers