Ratings-challenged CNN plummeted to a new all-time low in the most coveted demographic for advertisers — a downfall exacerbated by viewers tuning out left-leaning networks following President-elect Donald Trump’s overwhelming election win.
The cable news pioneer — which is in the midst of a major overhaul that will reportedly include mass layoffs — averaged 92,000 total day viewers in the key 25 to 54 demo this year, a 1% drop from its previous rock bottom of 94,000 it notched last year, according to Nielsen data first reported by Mediaite.
CNN suffered a 52% decline in its prime time demo since the election, pulling in a measly average audience of 77,000, according to Nielsen.
Its overall prime time viewership shriveled by 45% this year to 405,000 viewers, the data showed.
Just 11% of cable news viewers tuned in to CNN’s prime time shows after Trump’s election win – lagging behind left-leaning rival MSNBC’s 16%.
Meanwhile, conservative network Fox News drew a staggering 72% of all eyeballs in prime time, according to Nielsen.
CNN attempted to paint a rosier image of their freefall.
“On television, CNN ranked again as a top 5 network in all of cable in Total Day among [people aged two and over] for the 5th consecutive year and in the top 10 among [the 25 to 54 demographic],” the network said in a press release.
Fox’s primetime viewership has grown 7% since the election compared with its October average, according to Nielsen data earlier reported by The Hollywood Reporter.
The network also extended its reign as the No. 1 cable news channel in total viewers and the key 25-54 demographic for the ninth year in a row.
“I am extremely proud of our entire team for proving once again why we are the nation’s most-watched network as we outpaced the competition in covering the stories that mattered most to everyday Americans,” Fox News Media CEO Suzanne Scott said.
MSNBC took second place for average total day viewers but fell behind CNN in the 25-54 demo amid its own post-election turmoil. Since Nov. 5, MSNBC’s ratings have tanked more than 60% in prime time, dropping to only 57,000 average viewers, according to Nielsen.
The Comcast-owned channel has also seen viewers abandon its weekend shows. Last Saturday, the network’s noontime talk show hosted by Jonathan Capehart managed just 12,000 viewers in the 25-54 demo.
By comparison, upstart network NewsNation’s competing afternoon program generated an audience nearly three times that number — 34,000 viewers — in the demo.
From 12 p.m. to 7 p.m., NewsNation beat MSNBC by 35% in the 25-54 demographic — 23,000 viewers to 17,000.
