Since taking over the network, Chris Licht has instituted sweeping changes, but the network’s ratings have continued to suffer.
And during the week of June 13 to 19, which featured quite a bit of focus on the committee hearings, the network only averaged 480,000 viewers overall, a 13-percent drop from its May averages and the channel’s worst week since November 2015.By comparison, MSNBC saw big gains from the previous month as viewers appeared to flock to the channel not only to watch the Jan. 6 hearings but also to get analysis on the revelations.
Beyond the fact that no network averaged more viewers for the hearings than MSNBC’s audience of 3 million, it finished second in all of basic cable in total day viewership with 767,000 viewers, up 21 percent from May. MSNBC also notched a second-place showing in total primetime audience with 1.28 million, an increase of 26 percent from the month before.
In May, meanwhile, CNN dropped 5 percent in total primetime viewers and 11 percent in the 25-54 primetime demographic from April. It saw worse losses for the total day audience, suffering a 20 percent drop in the demo and 14 percent in overall viewership . In both May and June, CNN ranked only 12th across basic cable in primetime.
Meanwhile, CNN’s audience freefall over the past two months is even more severe considering that the network’sThe picture also looks fairly bleak for CNN when zoomed out to theWhile both MSNBC and conservative cable giant Fox News both saw modest viewership declines compared to the first quarter of 2022, CNN saw double-digit drops across the board.
Suffice to say, the continued erosion of CNN’s linear audience is almost certainly weighing on Licht’s mind. But he may have a solution.that Licht is exploring ways for the network to make money that aren’t as dependent on its Nielsen ratings. One potential plan would be to create individual news segments available for sponsorship by advertisers.
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