In a surprising turn of events, the ratings for cable television news networks are shifting from their traditional prime-time programming. According to a recent article in the New York Times, afternoon shows are now attracting more viewers than ever before. The most-watched shows on Fox News, CNN, and MSNBC have typically been those that air in the evening. However, popular shows like “The Five” on Fox News and Ari Melber’s show on MSNBC are now dominating the ratings during afternoon hours. The article cites various reasons for this shift, including the rise in popularity of streaming services and the comfort viewers feel in changing the channel during less urgent news cycles.
Important Details about Television Viewers Surprise Cable Networks With a Curious New Habit –
– Cable television news is experiencing a significant change to a longstanding business norm.
– The most-watched shows on Fox News, CNN, and MSNBC have traditionally been the networks’ evening programming.
– Afternoon scheduling is attracting an increasing number of viewers.
– “The Five” on Fox News and Ari Melber’s show on MSNBC have surpassed Tucker Carlson and Sean Hannity in viewership.
– Erin Burnett and Jake Tapper had the most viewers on CNN in January.
– The rise in popularity of streaming services appears to be a factor in the shift.
– Americans over 65 are increasingly turning to streaming platforms like Netflix or Amazon Prime for their entertainment.
– Streaming services offer more choice, making it hard for news to compete.
– Without the visceral urgency of a dangerous virus or a sitting president who tweets erratically late into the night, viewers may feel more comfortable changing the channel in the evenings.
Television news channels have long relied on their evening programming to attract viewers and generate ad revenue. However, a shift is occurring as afternoon scheduling is beginning to attract an increasing number of viewers. This unexpected development is surprising many industry experts and challenging long-standing business norms.
Traditionally, the most-watched shows on Fox News, CNN, and MSNBC have been their evening programming, with shows like Tucker Carlson, Sean Hannity, Rachel Maddow, and Anderson Cooper being the driving forces behind these networks’ prime-time ratings. However, according to a story in the New York Times, this appears to be changing.
For example, “The Five,” a talk show that airs at 5 p.m. in the East, which is 2 p.m. on the West Coast, now attracts the most viewers on Fox News. On MSNBC, in January, Ari Melber’s 6 p.m. ET show had the network’s largest viewership, making it the first time since the network’s inception in 1996 that a show outside of 8 p.m. to 11 p.m. achieved that. CNN’s Erin Burnett and Jake Tapper had the most viewers in January at 7 p.m. and 4 p.m., respectively.
The New York Times points out that “the reasons are myriad.” The lack of a dangerous virus or a sitting president who tweets erratically late into the night means that news-obsessed Americans may feel more comfortable changing the channel in the evenings, rather than waiting anxiously for the latest development. Furthermore, the rise in popularity of streaming services is a factor in this shift.
Americans over the age of 65 are the core audience for 24/7 news channels, but these older viewers are increasingly turning to streaming platforms like Netflix or Amazon Prime for their entertainment. Nielsen reports that Americans over 65 watched nearly twice as many hours of streaming television in December 2022 as they did in December 2020, making it the biggest increase among any age demographic in that period. As former president of CNN, Jonathan Klein, notes, “prime-time viewers have so many other streaming options now to watch…It’s hard for the news to compete with Maverick.”
This shift in viewing habits is significant, as it has implications for the entire industry, from the networks themselves to the advertisers who rely on them to reach their target audiences. Advertising rates for prime-time slots are typically the highest, and they’ve long been in high demand. However, if viewers are tuning in at different times, then advertisers will have to think of new strategies to reach them.
Moreover, it raises questions about how networks will manage their programming schedules and staffing needs. With more emphasis on afternoon programming, it’s likely that networks may have to shift personnel to accommodate the change. They may need to hire new reporters and anchors that are capable of handling the afternoon slot.
This shift in viewership patterns also has an impact on the way news is reported. Evening programming is often more focused on politics and hard news issues, whereas afternoon programming is more conversational and less intense. As viewers consume news at different times, it’s likely news channels will have to adjust their programming to keep up with the shifting demands.
In conclusion, this shift in viewership patterns is a significant development for the cable news industry. It’s challenging what was previously considered a norm, and it has implications for how networks view their programming and staffing needs. The rise of streaming services may have contributed to this shift, but the reasons are manifold, and the long-term impact remains to be seen. The industry will need to adapt to accommodate new viewing habits to remain competitive and relevant to viewers.