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Rush Limbaugh’s Lesson for Aspiring Broadcasters

Rush’s relationship with his audience is something any aspiring broadcaster should pay attention to.

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Photo by Gage Skidmore CC BY-SA 2.0.
Photo by Gage Skidmore CC BY-SA 2.0.

Rush Limbaugh’s impact on the world may never be fully understood or appreciated. Even as we’ve heard many heartfelt tributes over the past week, they fail to capture the landscape-changing consequences of his 30-year rise and domination of the talk-radio airwaves. This piece, too, will fall well short.

Still, one lesson for aspiring broadcasters sticks out. From the up-and-coming student at the college radio station, to the neophyte media professional cutting his teeth for ten bucks an hour somewhere in middle America.  This lesson is for one, and for all.

It isn’t to learn all you can about Conservative policy and Republican party history, although Rush certainly did. He figuratively, and literally, wrote the book, while making complex philosophy simple. His ideal America? Create a strong and powerful country where people of all types, colors, backgrounds, sexes and ethnicities can flourish to the greatest of their God-given abilities.  This was one of his overarching beliefs, but not the key lesson we are referring to here.

It wasn’t his side-interest in tech products, specifically those designed by Apple. He was quick to silence his devices when they talked to him during a broadcast, and he loved sharing what he had learned from the liberal tech blogs. Yet he always knew when to return to the topics of the day, pleasing the “stick to the issues crowd.”

Yes, he was a “household name in all four corners of the world,” but that took time. To aim toward such lofty heights could paralyze a young newbie just trying to get on the air for the first time. Rush’s notoriety grew over years and decades. Many of his loyal listeners of 2021 began as “Rush babies,” or first heard him while catching the EIB network during high school lunch breaks back in the 1990’s.

Limbaugh’s path required perseverance, which became a driving force for his career. While his family of lawyers would have been pleased had he followed in their footsteps toward a stable and lucrative career, he blazed a different path. He shunned formal advanced schooling and pursued radio. A brief stint in professional baseball helped him grow and continue, following his heart all the way. That tenacity helped sustain him through personal and health challenges over the years. 

Once identifying his first love – radio – he mostly stuck to it. Brief stints with television, from the bright-ties on weekend talk to a short-lived sports gig never made him lose focus with radio. 

Rush learned to nourish his “talent on loan from God.” In this way he balanced the necessary media ego with the acknowledgement of where the talent truly came from, and to who it ultimately belonged. He was simply a steward of the gifts.

Limbaugh was never afraid to challenge someone who “got all up in his chili.” He was a serious and thoughtful broadcast professional, and not one to waste time with the “phony-baloney, plastic banana, good-time rock n rollers.” A solid lesson, sure. But not the big one, from a broadcast perspective.

He idolized “Ronaldus Magnus.” He distrusted the “wizards of smart.” He promoted Rush Revere and Liberty, while sipping Two If By Tea. He stood with Betsy Ross against the modern detractors of America, and he took major career risks each and every “Open Line Friday.” 

Yet, these still were not the big lesson Rush Limbaugh imparted on aspiring broadcasters.

That major lesson, the one that helped him grow a career to lengths never before seen, was simple.

The big lesson is this – He built an unbreakable bond with his listeners.

Rush knew his audience. He thought like them, and he spoke like them. He said what they thought, with words they themselves often could not come up with.

This was the biggest lesson for aspiring broadcast professionals. If you listened every day, you could sense its significance. Rush was honest. He was authentic. As he said many times, he had nothing to gain by misleading his listeners. One failure in this regard would have been catastrophic and career-crushing. He delivered not what his audience wanted to hear, but what his heart and mind authentically believed. 

For example, at noon Eastern time the day after the 2012 presidential election, Rush got straight to the point. “It is nearly impossible to beat Santa Claus,” he said that day, referring to the challenge of unseating a president intent on spreading the wealth of hard-working citizens around.

When you listened to Rush Limbaugh, you felt as though he was speaking directly to you. Not to a crowd or a group, but to you. The connection was natural – a friend talking to a friend, complete with the emotion and fact. When he was frustrated, you knew it. When he felt good, you instinctively did too.

Rush was real. He was original, as all unique humans are. For broadcast professionals, this genuine approach is the key to long-term success. Authenticity attracts the audience – your bona fide broadcast tribe. 

Watch and listen to the really great ones throughout history or in today’s media landscape. Whether in news, sports, finance or entertainment, the most successful broadcasters are the ones who know who they are and effectively share that vision with the audience. This built his incredibly attractive brand, lassoing the masses by their own volition.

Rush Limbaugh was authentic. He connected because he was the real deal. 

This is a lesson for aspiring broadcasters across the fruited plain, who dream of success and dare to achieve it.

BNM Writers

America’s E-Bike Future

MSNBC’s Chris Hayes says he has had a great experience with his futuristic commuting method, and he believes that most Americans would feel the same.

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If only they’d give them a try, Americans would fall in love with E-Bikes. 

That is the opinion of MSNBC’s Chris Hayes, who discussed his newfound joy of commuting via an electric bike last week on his “All In with Chris Hayes” program. He has had a great experience with his futuristic commuting method, and he believes that most Americans would feel the same.

“Last fall, it was still Covid, and there was no vaccine, and I started to have to come into the studio to do the show,” Hayes began. “I had a little bit of a commuting problem. I didn’t want to start taking the subway at that point. I think there’s some of it that suggest that masking is pretty fine, but I was like, eh, I wasn’t that psyched about it. But I had to get from Brooklyn to Midtown, it’s about nine miles, and I had to do without the subway. I didn’t want to take a car every day. I came up with the ultimate solution – a foldable E-Bike.”

Hayes said he started to use the foldable e-Bike to make the 9-mile commute to the MSNBC Studios and then stored it in his office. Among its benefits, according to Hayes, was that he got to enjoy the sights of New York City while not arriving hot, sweaty, and disheveled for his television duties.

“Changed my life, best commute I have ever had in my life,” Hayes said, noting that he arrived each day “cool and clean.”

Hayes welcomed New York Times writer Jay Caspian Kang, who last week penned an Op-Ed titled “Free E-Bikes for Everyone!” Kang pointed out that his E-Bike conversion was much the same as Hayes’ and that his daughter now enjoys being brought to school on the bike. In addition, Kang said the bike had given him a liberating feeling, being able to travel to New York City after the past couple of years of Covid-related lockdowns.

“First of all, it’s a very cool feeling because you feel like a superhero. It’s like the vision I had as a kid of having a cyber-suit where you are like Ironman. It’s you, but you’re stronger,” Hayes said. “So when you’re pushing the pedals, there’s like this extra oomph, so you can put kids on it. You can run errands on it. It also means you’re not sweating in the same way. And it also just replaces a lot of car trips; I think that’s a key thing to think about.”

The MSNBC Segment by Hayes was titled “The Case For Giving Every American a Free E-Bike.”  

In his Times piece, Kang concurred, saying, “City governments should purchase an electronic bicycle for every resident over the age of 15 who wants one. They should also shut down a significant number of streets. Shutting down some streets for bikes is not only for safety but also because the more inconvenient driving becomes, the more people start to consider other options.” 

Some may see a similarity in this approach by Kang to the current president and administration increasing gasoline prices and the costs of many other goods. However, administration officials have made clear that one clear benefit and objective of these rising costs will be to change citizens’ behavior, similar to the change Kang hopes to see if New York were to use tax dollars to give bikes to New Yorkers.

“We have to get cars off the street somehow,” Kang said. “We have to get cars off the road somehow for every reason. Pedestrian safety, bike safety. But mostly because of climate change and the carbon that they emit. So I don’t know; I think you need to develop some kind of drastic measure that also incentivizes people. And I think that we’ve been waiting around for some sort of solution to this. I don’t know; I think every single person that I talk to who has ridden an E-Bike, and who has sort of committed to it in a way, has said it has replaced tons of their car trips.”

Kang said the only problem with having more people adopt the emerging technology is the expense, citing the high cost per E-Bike. (A quick internet search finds many E-Bikes priced near $1500 apiece.) Kang opined that only by “giving them away for free” could the plan be brought to fruition. 

“If you’re going to get cars off the road, you’re going to need something to replace that,” Kang said. “People are still going to want some sort of speed; they’re still going to want some sort of convenience. E-Bikes are the way right now.”

Hayes wrapped up the segment, saying that the key is for planners to think ahead and assess what cities, and suburban areas, would need as they move into the future. And as the holiday approached, he said he would soon be heading out on his E-Bike to pick up his Thanksgiving pies. 

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BNM Writers

Kyle Rittenhouse, Ahmaud Arbery Trials Captivate the Nation

The trial of the murder of Ahmaud Arbery from Georgia aired for 27 hours on HLN across Nov. 15-18 in daytime, averaging 288,000 total viewers and matching the demo from Rittenhouse — 67,000 adults 25-54.

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Both trials of Kyle Rittenhouse and those charged with the killing of Ahmaud Arbery continued to captivate the nation during the week of Nov. 15.

The announcement of Rittenhouse being acquitted on all counts including manslaughter occurred on the afternoon of Friday, Nov. 19, from Kenosha, Wisconsin. From 1-2 p.m. Eastern (noon-1 p.m. Central), Fox News Channel dominated the news landscape in breaking news coverage with 3.16 million total viewers and 620,000 viewers within the key 25-54 demographic, according to Nielsen Media Research. CNN was a distant runner-up in cable news in each key figure; they posted 1.23 million total viewers and 318,000 adults 25-54. MSNBC was close behind CNN in total audience with 1.19 million viewers but with 173,000 adults 25-54, earned about half of CNN’s demo delivery.

The rankings of the cable news networks remained in the following hour (2-3 p.m. ET) with featured reactions to Rittenhouse’s acquittal including from his attorney who had addressed reporters. Fox News Channel rose to 3.58 million total viewers and 761,000 adults 25-54. CNN also grew but only slightly: 1.23 million total viewers and 332,000 adults 25-54 (CNN’s top 25-54 hour of Nov. 15-21). Meanwhile, MSNBC was approximately steady: from 2-2:35 p.m. ET: 1.15 million total viewers / 182,000 adults 25-54; for Rittenhouse’s attorney address from 2:35-2:58 p.m. ET: 1.015 million total viewers / 172,000 adults 25-54.

Fox News Channel continued to thrive on Monday, Nov. 22 when Rittenhouse was interviewed by Tucker Carlson for his “Tucker Carlson Tonight” that evening. Rittenhouse had relayed to the Fox News host: “I’m not a racist person. I support the BLM movement. I support peacefully demonstrating. I believe there needs to be change. I believe there’s a lot of prosecutorial misconduct, not just in my case but in other cases. It’s just amazing to see how much a prosecutor can take advantage of someone.” “Tucker Carlson Tonight” posted its most-watched edition since Jan. 6 (hours following the Capitol insurrection): 5.05 million total viewers, a 3.0 household rating and approximately 912,000 adults 25-54.

Back to Nov. 19, 239,000 viewers tuned in to CNN-owned HLN for the Rittenhouse verdict at 1-2 p.m. ET; 211,000 for the verdict’s aftermath in the 2-3 p.m. ET hour. Its eleven hours of Rittenhouse trial coverage on Nov. 15 and Nov. 19 averaged 295,000 viewers and 67,000 adults 25-54.

The trial of the murder of Ahmaud Arbery from Georgia aired for 27 hours on HLN across Nov. 15-18 in daytime, averaging 288,000 total viewers and matching the demo from Rittenhouse — 67,000 adults 25-54.

Compared to last week’s total day delivery, HLN increased 14 percent in total audience. The network drew the most weekly total viewers since Apr. 19-25 (244,000).

Cable news averages for November 15-21, 2021. Fox News Channel extended their streaks to 40 weeks as cable’s most-watched network in total viewers..

Total Day (November 15-21 @ 6 a.m.-5:59 a.m.)

  • Fox News Channel: 1.784 million viewers; 326,000 adults 25-54
  • MSNBC: 0.746 million viewers; 87,000 adults 25-54
  • CNN: 0.549 million viewers; 118,000 adults 25-54
  • HLN: 0.241 million viewers; 71,000 adults 25-54
  • Newsmax: 0.148 million viewers; 21,000 adults 25-54
  • CNBC: 0.144 million viewers; 35,000 adults 25-54
  • Fox Business Network: 0.107 million viewers; 13,000 adults 25-54
  • The Weather Channel: 0.099 million viewers; 21,000 adults 25-54

Prime Time (November 15-20 @ 8-11 p.m.; November 21 @ 7-11 p.m.)

  • Fox News Channel: 2.945 million viewers; 518,000 adults 25-54
  • MSNBC: 1.217 million viewers; 141,000 adults 25-54
  • CNN: 0.719 million viewers; 157,000 adults 25-54
  • HLN: 0.225 million viewers; 71,000 adults 25-54
  • Newsmax: 0.165 million viewers; 25,000 adults 25-54
  • CNBC: 0.156 million viewers; 43,000 adults 25-54
  • The Weather Channel: 0.115 million viewers; 23,000 adults 25-54
  • Fox Business Network: 0.051 million viewers; 9,000 adults 25-54

Top 10 most-watched cable news programs (and the top MSNBC and CNN programs with their respective associated ranks) in total viewers:

1. Tucker Carlson Tonight (FOXNC, Fri. 11/19/2021 8:00 PM, 60 min.) 4.323 million viewers

2. The Five (FOXNC, Fri. 11/19/2021 5:00 PM, 60 min.) 4.203 million viewers

3. The Five (FOXNC, Mon. 11/15/2021 5:00 PM, 60 min.) 3.960 million viewers

4. Tucker Carlson Tonight (FOXNC, Tue. 11/16/2021 8:00 PM, 60 min.) 3.927 million viewers

5. The Five (FOXNC, Tue. 11/16/2021 5:00 PM, 60 min.) 3.907 million viewers

6. Hannity (FOXNC, Fri. 11/19/2021 9:00 PM, 60 min.) 3.788 million viewers

7. The Five (FOXNC, Wed. 11/17/2021 5:00 PM, 60 min.) 3.727 million viewers

8. The Five (FOXNC, Thu. 11/18/2021 5:00 PM, 60 min.) 3.672 million viewers

9. Tucker Carlson Tonight (FOXNC, Mon. 11/15/2021 8:00 PM, 60 min.) 3.640 million viewers

10. Tucker Carlson Tonight (FOXNC, Wed. 11/17/2021 8:00 PM, 60 min.) 3.630 million viewers

53. Rachel Maddow Show (MSNBC, Wed. 11/17/2021 9:00 PM, 60 min.) 2.163 million viewers

128. CNN Newsroom “Rittenhouse Trial Verdict” (CNN, Fri. 11/19/2021 2:00 PM, 60 min.) 1.273 million viewers

Top 10 cable news programs (and the top CNN, MSNBC and HLN programs with their respective associated ranks) among adults 25-54:

1. Tucker Carlson Tonight (FOXNC, Fri. 11/19/2021 8:00 PM, 60 min.) 0.913 million adults 25-54

2. The Five (FOXNC, Fri. 11/19/2021 5:00 PM, 60 min.) 0.791 million adults 25-54

3. The Five (FOXNC, Mon. 11/15/2021 5:00 PM, 60 min.) 0.774 million adults 25-54

4. Special Report with Bret Baier (FOXNC, Mon. 11/15/2021 6:00 PM, 60 min.) 0.763 million adults 25-54

5. America Reports (FOXNC, Fri. 11/19/2021 2:00 PM, 60 min.) 0.761 million adults 25-54

6. Tucker Carlson Tonight (FOXNC, Tue. 11/16/2021 8:00 PM, 60 min.) 0.752 million adults 25-54

7. Hannity (FOXNC, Fri. 11/19/2021 9:00 PM, 60 min.) 0.724 million adults 25-54

8. The Story (FOXNC, Fri. 11/19/2021 3:00 PM, 60 min.) 0.700 million adults 25-54

9. Tucker Carlson Tonight (FOXNC, Wed. 11/17/2021 8:00 PM, 60 min.) 0.681 million adults 25-54

10. Tucker Carlson Tonight (FOXNC, Mon. 11/15/2021 8:00 PM, 60 min.) 0.668 million adults 25-54

69. CNN Newsroom “Rittenhouse Trial Verdict” (CNN, Fri. 11/19/2021 2:00 PM, 60 min.) 0.332 million adults 25-54

86. Rachel Maddow Show (MSNBC, Wed. 11/17/2021 9:00 PM, 60 min.) 0.281 million adults 25-54

178. Forensic Files “Order Up” (HLN, late Tue. 11/16/2021 2:30 AM, 30 min.) 0.168 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research

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BNM Writers

Networks Benefit From Interest In Rittenhouse, Arbery Trials

“The trial of the murder of Ahmaud Arbery from Georgia aired for 27 hours on HLN across Nov. 15-18 in daytime, averaging 288,000 total viewers and matching the demo from Rittenhouse — 67,000 adults 25-54.”

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Both trials of Kyle Rittenhouse and those charged with the killing of Ahmaud Arbery continued to captivate the nation during the week of Nov. 15.

The announcement of Rittenhouse being acquitted on all counts including manslaughter occurred on the afternoon of Friday, Nov. 19, from Kenosha, Wisconsin. From 1-2 p.m. Eastern (noon-1 p.m. Central), Fox News Channel dominated the news landscape in breaking news coverage with 3.16 million total viewers and 620,000 viewers within the key 25-54 demographic, according to Nielsen Media Research. CNN was a distant runner-up in cable news in each key figure; they posted 1.23 million total viewers and 318,000 adults 25-54. MSNBC was close behind CNN in total audience with 1.19 million viewers but with 173,000 adults 25-54, earned about half of CNN’s demo delivery.

The rankings of the cable news networks remained in the following hour (2-3 p.m. ET) with featured reactions to Rittenhouse’s acquittal including from his attorney who had addressed reporters. Fox News Channel rose to 3.58 million total viewers and 761,000 adults 25-54. CNN also grew but only slightly: 1.23 million total viewers and 332,000 adults 25-54 (CNN’s top 25-54 hour of Nov. 15-21). Meanwhile, MSNBC was approximately steady: from 2-2:35 p.m. ET: 1.15 million total viewers / 182,000 adults 25-54; for Rittenhouse’s attorney address from 2:35-2:58 p.m. ET: 1.015 million total viewers / 172,000 adults 25-54.

Fox News Channel continued to thrive on Monday, Nov. 22 when Rittenhouse was interviewed by Tucker Carlson for his “Tucker Carlson Tonight” that evening. Rittenhouse had relayed to the Fox News host: “I’m not a racist person. I support the BLM movement. I support peacefully demonstrating. I believe there needs to be change. I believe there’s a lot of prosecutorial misconduct, not just in my case but in other cases. It’s just amazing to see how much a prosecutor can take advantage of someone.” “Tucker Carlson Tonight” posted its most-watched edition since Jan. 6 (hours following the Capitol insurrection): 5.05 million total viewers, a 3.0 household rating and approximately 912,000 adults 25-54.

Back to Nov. 19, 239,000 viewers tuned in to CNN-owned HLN for the Rittenhouse verdict at 1-2 p.m. ET; 211,000 for the verdict’s aftermath in the 2-3 p.m. ET hour. Its eleven hours of Rittenhouse trial coverage on Nov. 15 and Nov. 19 averaged 295,000 viewers and 67,000 adults 25-54.

The trial of the murder of Ahmaud Arbery from Georgia aired for 27 hours on HLN across Nov. 15-18 in daytime, averaging 288,000 total viewers and matching the demo from Rittenhouse — 67,000 adults 25-54.

Compared to last week’s total day delivery, HLN increased 14 percent in total audience. The network drew the most weekly total viewers since Apr. 19-25 (244,000).

Cable news averages for November 15-21, 2021. Fox News Channel extended their streaks to 40 weeks as cable’s most-watched network in total viewers..

Total Day (November 15-21 @ 6 a.m.-5:59 a.m.)

  • Fox News Channel: 1.784 million viewers; 326,000 adults 25-54
  • MSNBC: 0.746 million viewers; 87,000 adults 25-54
  • CNN: 0.549 million viewers; 118,000 adults 25-54
  • HLN: 0.241 million viewers; 71,000 adults 25-54
  • Newsmax: 0.148 million viewers; 21,000 adults 25-54
  • CNBC: 0.144 million viewers; 35,000 adults 25-54
  • Fox Business Network: 0.107 million viewers; 13,000 adults 25-54
  • The Weather Channel: 0.099 million viewers; 21,000 adults 25-54

Prime Time (November 15-20 @ 8-11 p.m.; November 21 @ 7-11 p.m.)

  • Fox News Channel: 2.945 million viewers; 518,000 adults 25-54
  • MSNBC: 1.217 million viewers; 141,000 adults 25-54
  • CNN: 0.719 million viewers; 157,000 adults 25-54
  • HLN: 0.225 million viewers; 71,000 adults 25-54
  • Newsmax: 0.165 million viewers; 25,000 adults 25-54
  • CNBC: 0.156 million viewers; 43,000 adults 25-54
  • The Weather Channel: 0.115 million viewers; 23,000 adults 25-54
  • Fox Business Network: 0.051 million viewers; 9,000 adults 25-54

Top 10 most-watched cable news programs (and the top MSNBC and CNN programs with their respective associated ranks) in total viewers:

1. Tucker Carlson Tonight (FOXNC, Fri. 11/19/2021 8:00 PM, 60 min.) 4.323 million viewers

2. The Five (FOXNC, Fri. 11/19/2021 5:00 PM, 60 min.) 4.203 million viewers

3. The Five (FOXNC, Mon. 11/15/2021 5:00 PM, 60 min.) 3.960 million viewers

4. Tucker Carlson Tonight (FOXNC, Tue. 11/16/2021 8:00 PM, 60 min.) 3.927 million viewers

5. The Five (FOXNC, Tue. 11/16/2021 5:00 PM, 60 min.) 3.907 million viewers

6. Hannity (FOXNC, Fri. 11/19/2021 9:00 PM, 60 min.) 3.788 million viewers

7. The Five (FOXNC, Wed. 11/17/2021 5:00 PM, 60 min.) 3.727 million viewers

8. The Five (FOXNC, Thu. 11/18/2021 5:00 PM, 60 min.) 3.672 million viewers

9. Tucker Carlson Tonight (FOXNC, Mon. 11/15/2021 8:00 PM, 60 min.) 3.640 million viewers

10. Tucker Carlson Tonight (FOXNC, Wed. 11/17/2021 8:00 PM, 60 min.) 3.630 million viewers

53. Rachel Maddow Show (MSNBC, Wed. 11/17/2021 9:00 PM, 60 min.) 2.163 million viewers

128. CNN Newsroom “Rittenhouse Trial Verdict” (CNN, Fri. 11/19/2021 2:00 PM, 60 min.) 1.273 million viewers

Top 10 cable news programs (and the top CNN, MSNBC and HLN programs with their respective associated ranks) among adults 25-54:

1. Tucker Carlson Tonight (FOXNC, Fri. 11/19/2021 8:00 PM, 60 min.) 0.913 million adults 25-54

2. The Five (FOXNC, Fri. 11/19/2021 5:00 PM, 60 min.) 0.791 million adults 25-54

3. The Five (FOXNC, Mon. 11/15/2021 5:00 PM, 60 min.) 0.774 million adults 25-54

4. Special Report with Bret Baier (FOXNC, Mon. 11/15/2021 6:00 PM, 60 min.) 0.763 million adults 25-54

5. America Reports (FOXNC, Fri. 11/19/2021 2:00 PM, 60 min.) 0.761 million adults 25-54

6. Tucker Carlson Tonight (FOXNC, Tue. 11/16/2021 8:00 PM, 60 min.) 0.752 million adults 25-54

7. Hannity (FOXNC, Fri. 11/19/2021 9:00 PM, 60 min.) 0.724 million adults 25-54

8. The Story (FOXNC, Fri. 11/19/2021 3:00 PM, 60 min.) 0.700 million adults 25-54

9. Tucker Carlson Tonight (FOXNC, Wed. 11/17/2021 8:00 PM, 60 min.) 0.681 million adults 25-54

10. Tucker Carlson Tonight (FOXNC, Mon. 11/15/2021 8:00 PM, 60 min.) 0.668 million adults 25-54

69. CNN Newsroom “Rittenhouse Trial Verdict” (CNN, Fri. 11/19/2021 2:00 PM, 60 min.) 0.332 million adults 25-54

86. Rachel Maddow Show (MSNBC, Wed. 11/17/2021 9:00 PM, 60 min.) 0.281 million adults 25-54

178. Forensic Files “Order Up” (HLN, late Tue. 11/16/2021 2:30 AM, 30 min.) 0.168 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research

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