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JUN
24
5 YEARS

Fox News ratings rise in Obama era; CNN slides

Bret Baier 2009 Fox News is on track to have its most-watched year ever, showing significant ratings growth despite coming off a high-flying election season.

With the second quarter coming to a close, Fox News averaged about the same number of viewers as the top three other cable news networks combined. And while rivals like CNN (-22%) and MSNBC (-18%) took hits following last quarter’s Inauguration-fueled boost, Fox News (-3%) remained nearly steady.

Compared with last year, Fox News (averaging 2.1 million viewers, 509,000 adults 25-54 quarter-to-date) is up 35% over last year in primetime viewers and 48% in the demo. CNN (805,000 viewers, 210,000 in demo) was -16% in viewers and -29% in the demo. MSNBC (787,000 viewers, 259,000 in demo) climbed 15% in viewers and about on par, -3%, in the demo. And CNN Headline News (553,000, 201,000) showed very strong growth, up 39% and 37%, respectively, and is on track for its best second quarter yet.

The new standings are strong enough to rank Fox News third behind leaders USA and TNT among all ad-supported cable networks for the quarter among primetime total viewers. In its core demo, Fox News had eight of the top 10 cable news shows. And for total day, Fox News had similarly sunny increases, while CNN and MSNBC were roughly on par with last year.

Earning double-digit growth after an election year is quite a feat for a news network. With Fox News best known for right-leaning personalities like Sean Hannity and Bill O’Reilly, one might assume having a Democrat in the White House somehow helps boost viewership.

A dominant political party can indeed fuel the popularity of opposing voices — Comedy Central’s "Daily Show," "Colbert Report" and liberal online news hubs Huffington Post and Daily Kos came to prominence during George W. Bush’s tenure, just as talk radio conservatives like Rush Limbaugh and news sites such as Drudge Report rose during Bill Clinton’s years.

Yet it’s important to note that when Fox News took the ratings lead during the Bush era, some pundits declared the network was only winning because a Republican was in charge. Those at the network get weary of outsiders assuming their success must be due to some fortunate external factor rather than their own day-to-day work.

"I don’t look at who occupies the White House, I just look at it as news," said Bill Shine, senior vp of programming at Fox News. "How well are you going to report on that news. And certainly over the course of the last 10 years we’ve done a better job at that than anybody else."

Still, Shine acknowledged that a Barack Obama presidency probably helps since viewers will "see some sides of an issue that they won’t see elsewhere."

Back in January, Fox News made a trio of programming changes that have also impacted their numbers: launching Glenn Beck at 5 p.m., replacing Brit Hume with Bret Baier as "Special Report" anchor and having Sean Hannity’s new Colmes-free show. All the programs are up over last year.

Over at chief rival CNN, in one measurement — total viewers for full day — CNN is actually posting its best number since 2003. Yet CNN has had trouble in primetime, particularly with Campbell Brown’s show, which has hit some ratings lows since she returned from maternity leave.

When asked about the competition, Shine said, "the numbers speak for themselves ... if  anything, we’re paying attention to the non-news networks because now we want to catch them."