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Tucker Remains Ratings King, ‘The Five’ Keeps on Rolling

“Ratings success for “The Five” has been commonplace. The show has regularly been the most-watched non-prime time cable news program since its inception in 2011.”

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The week’s second most-watched cable news program was Fox News Channel’s “The Five”. For May 24-28, the 5 p.m. discussion show averaged 2.6 million total viewers and 391,000 in the key adults 25-54 category, according to Nielsen Media Research.

Although besting all the cable news programs of prime time, even their own network’s offerings (except for “Tucker Carlson Tonight”) is an anomaly, the ratings success for “The Five” has been commonplace. It has regularly been the most-watched non-prime time cable news program since its inception from 2011. In addition, it drew more total viewers than “The View,” the third hour of “Today,” and NBA Saturday basketball this past April.

Last Wednesday (May 26), longtime Fox News contributor Juan Williams announced his departure from “The Five”. The liberal pundit had been the conservative show’s lone dissenter for the past four years. The episode that featured Williams’ exit drew 2.595 million viewers along with 402,000 adults 25-54; it ranked as ninth (in viewers) and eighth (in demo) in each respective ratings category among all cable news telecasts. The following day’s “Five” edition (Thu. May 27) posted 2.602 million viewers (7th) and 370,000 25-54 (13th). For now, Williams is still set to guest on other Fox News programs while Fox said “The Five” — which is about to return to in-studio editions at its NYC headquarters — will replace Williams with a liberal, and will have rotating liberal co-hosts until a new person is appointed.

On the afternoon of Friday, May 28, CNN and MSNBC primarily focused on news of the Senate’s failure to establish an independent commission to investigate the Jan. 6 attack on the U.S. Capitol. Republicans staged their first filibuster since President Biden took office to block the plan. Just six GOP senators joined with the Democrats, leaving the measure short of the 60 votes needed to proceed.

From noon to 6 p.m. ET on May 28, MSNBC averaged 1.01 million viewers and 138,000 adults 25-54. Compared to the same time frame one week earlier (May 21), it represented a slight increase in total audience (+7 percent, from 944,000 viewers on 5/21/21) but a more significant jump in the key 25-54 demo (+44 percent, from 96,000 on 5/21/21).

CNN also saw Friday-to-Friday afternoon increases within the aforementioned time frame — up 10 percent in total viewers (714,000 vs. 650,000) and up 16 percent in adults 25-54 (159,000 vs. 137,000).

Fox News, which did not provide nearly as much Senate coverage that day as their other two cable news competitors, also grew, although it was slight: up 7 percent in total viewers (1.41 million vs. 1.31 million) and up 2 percent in 25-54 (217,000 vs. 213,000).

Here are the cable news averages for May 24-30, 2021 — cable’s best mark for the week in total viewers based on total day was by Fox News Channel:

Total Day (May 24-30 @ 6 a.m.-5:59 a.m.)

  • Fox News Channel: 1.145 million viewers; 196,000 adults 25-54 
  • MSNBC: 0.804 million viewers; 103,000 adults 25-54
  • CNN: 0.557 million viewers; 129,000 adults 25-54

Prime Time (May 24-29 @ 8-11 p.m.; May 30 @ 7-11 p.m.)

  • Fox News Channel: 1.959 million viewers; 310,000 adults 25-54
  • MSNBC: 1.351 million viewers; 169,000 adults 25-54
  • CNN: 0.763 million viewers; 175,000 adults 25-54

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

1. Tucker Carlson Tonight (FOXNC, Thu. 5/27/2021 8:00 PM, 60 min.) 2.907 million viewers

2. Tucker Carlson Tonight (FOXNC, Mon. 5/24/2021 8:00 PM, 60 min.) 2.791 million viewers

3. Tucker Carlson Tonight (FOXNC, Wed. 5/26/2021 8:00 PM, 60 min.) 2.751 million viewers

4. Tucker Carlson Tonight (FOXNC, Tue. 5/25/2021 8:00 PM, 60 min.) 2.698 million viewers

5. Hannity (FOXNC, Thu. 5/27/2021 9:00 PM, 60 min.) 2.666 million viewers

6. The Five (FOXNC, Mon. 5/24/2021 5:00 PM, 60 min.) 2.665 million viewers

7. The Five (FOXNC, Thu. 5/27/2021 5:00 PM, 60 min.) 2.632 million viewers

8. Hannity (FOXNC, Mon. 5/24/2021 9:00 PM, 60 min.) 2.629 million viewers

9. The Five (FOXNC, Wed. 5/26/2021 5:00 PM, 60 min.) 2.595 million viewers

10. Rachel Maddow Show (MSNBC, Tue. 5/25/2021 9:00 PM, 60 min.) 2.590 million viewers

117. Cuomo Prime Time (CNN, Thu. 5/27/2021 9:00 PM, 60 min.) 1.129 million viewers

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

1. Tucker Carlson Tonight (FOXNC, Thu. 5/27/2021 8:00 PM, 60 min.) 0.485 million adults 25-54

2. Tucker Carlson Tonight (FOXNC, Tue. 5/25/2021 8:00 PM, 60 min.) 0.451 million adults 25-54

3. Hannity (FOXNC, Thu. 5/27/2021 9:00 PM, 60 min.) 0.450 million adults 25-54

4. Tucker Carlson Tonight (FOXNC, Mon. 5/24/2021 8:00 PM, 60 min.) 0.440 million adults 25-54

5. Tucker Carlson Tonight (FOXNC, Wed. 5/26/2021 8:00 PM, 60 min.) 0.438 million adults 25-54

6. The Five (FOXNC, Mon. 5/24/2021 5:00 PM, 60 min.) 0.417 million adults 25-54

7. The Ingraham Angle (FOXNC, Thu. 5/27/2021 10:00 PM, 60 min.) 0.408 million adults 25-54

8. The Five (FOXNC, Wed. 5/26/2021 5:00 PM, 60 min.) 0.402 million adults 25-54

9. Hannity (FOXNC, Mon. 5/24/2021 9:00 PM, 60 min.) 0.394 million adults 25-54

10. Hannity (FOXNC, Tue. 5/25/2021 9:00 PM, 60 min.) 0.387 million adults 25-54

15. Rachel Maddow Show (MSNBC, Tue. 5/25/2021 9:00 PM, 60 min.) 0.355 million adults 25-54

31. Cuomo Prime Time (CNN, Thu. 5/27/2021 9:00 PM, 60 min.) 0.269 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research

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BNM Writers

Biden Already Polling Poorly Six Months Into Presidency

Biden’s honeymoon is already over, if any such thing still exists.

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Most of the media wants you to believe that the country is unified in support of the job Joe Biden is doing as president.

As usual, don’t believe the nonsense.

Biden’s honeymoon is already over, if any such thing still exists. From day one, regardless of how the country felt about the legitimacy of his “win,” voters had already dug in their heels. And the results are quite alarming – both for Biden and for supporters of his extreme policy agenda.

On last week’s episode of What are the Odds, pollster and media personality, Richard Baris, shared some topline numbers on his recent national polling. The overall trend is that as the pandemic recedes, so does Biden’s job approval rating. The data indicates his fate may be tied to this one fading issue. A mere six months into his presidency, his approval numbers are already nearing dangerous territory for Democrats hoping to have an enduring electoral impact.

Overall, Baris has Biden at 51 percent approve, 46 percent disapprove. Approval is trending down, with disapproval on the upswing. But he notes that without the reliably leftward-leaning northeast states, Biden would “be in deep, deep, deep trouble with his approval rating.” Voters seem keenly attuned to the rapid downturn in conditions, as they watch rising inflation, increasing food costs, gas shortages, cyberattacks, violence in the Middle East, etc. 

Biden’s relatively high early disapproval is clearly linked to the continuing election investigations ongoing in numerous states. Increasingly, these recounts and audits are turning up multiple inconsistencies, adding more doubt in voters’ minds.

“Whether the media or social media want to admit it, there are a lot of people who question the legitimacy of Joe Biden’s win. That’s a reality, whether you want to agree with it or not. That’s irrelevant, it’s what the country thinks,” Baris said.

Biden saw an uptick in approval over the spring, a trend Baris attributes to the distribution of the vaccine rushed to completion and handed to him by President Donald Trump. 

“How do we know?” Baris asked rhetorically. “Because we asked about the other issues and you saw it. He was underwater on immigration, badly. He was underwater on the economy, a couple of points. He’s underwater on US/China relations. He’s underwater on foreign policy.” And this was before last week’s disastrously weak showing at the G7 meetings for Biden.

Many Americans are finding it hard to believe the country’s fortune has changed for the worst so quickly. And remember, these polling results were captured by Baris, one of the best in the business, whose work has been extremely accurate over the past decade. His polling in 2020 was very close to the election’s final outcome. 

“It’s a general feeling of, what a minute, what the hell is going on?” Baris said. “None of this was happening under Donald Trump. Why is the world falling apart now? And the media wants to hide that, that’s fine. But it’s happening. The blue checks on Twitter want to ignore it, that’s fine. But it’s happening. The fake poll readers who think they are gauges of pollsters in their ratings of accuracy and trustworthiness, fine. But it’s happening!.”

And Baris’s numbers might be some of the best for Biden, as a similar Monmouth poll has the president sitting at only 48% approval.

Some of the other notable takeaways from Baris’s polling, which seem to show the Democrats increasingly out of step with mainstream American sentiment…..

56% of the country feels that social media bans are too often used to crush dissenting views and represent a grave threat to free speech rights. Only 23% disagree.

Americans do not support the Democrats’ Critical Race Theory teachings in schools. By a spread of 67-21 respondents said children should be taught to be merit based, racially color blind and capable of being whomever if they work hard, not that they are disadvantaged based on the color of their skin.

63% of all Americans support the 2nd Amendment, but only 47% of Democrats support it.

China is viewed to be the biggest threat to the United States, by a commanding 42% to 22% margin ahead of Russia. Among Democrats, Russia was the top choice at 36%.

Most voters side with Israel over the Palestinians, 34%-13%, while Democrats favor Palestinians 21%-18%. 26% of all respondents support Palestinian statehood, 24% do not. Half of Americans are unsure or don’t care.

86% of voters agree (with Trump) that policy should put the needs of U.S. citizens ahead of U.S. allies and the global community.

58% of Americans said they would much rather have a leader who always keeps their promises and shares their views, even if they have perceived moral flaws.

25% of respondents do not intend to get vaccinated for COVID-19. 45% of Democrats have a great deal of trust in the vaccine, while only 24% of Republicans do.

Things don’t look great right now for Biden or his policies. Baris summed up his current polling, saying “This is the weakest margin since he put his hand on the Bible and took the oath of office, so it’s safe to say the honeymoon period is now over.”

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BNM Writers

News Talk Should Open the Door to Some Sports Content

However, there are ratings and revenue reasons to open the door to some sports content in our format and it should not be overlooked or underappreciated.

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Have you listened to sports radio lately? Does it sound to you like every other commercial is somehow tied to the booming industry of sports betting and daily fantasy? Well, it’s not quite that often, but it sure is a huge part of sports radio sales, and as state legislatures continue to legalize it around the country, there is a lot of revenue for stations and their sales team to go after.

For news talk, I understand that we often get caught up in making sure we aren’t “doing sports”, as that isn’t why most of our audience is there. They usually have two or three other places to find that content on the dial, and thousands of other options on podcasts. 

However, there are ratings and revenue reasons to open the door to some sports content in our format and it should not be overlooked or underappreciated. 

First, the content side: While not every town is a “sports town”, many are. And if you’re a news talk station, there’s absolutely nothing wrong with talking about the Chiefs game in Kansas City, the Cowboys game in Dallas or the Steelers game in Pittsburgh, the Friday leading up to the game or the Monday after a big win or big loss. 

No, the audience doesn’t need our X’s and O’s breakdowns, as we likely aren’t going to do a better job than the sports talk hosts, but talking about the game, your experience, are relevant to your audience. Maybe you went to the game, or took it in at a special location in your community, those are stories to tell that relate to your audience.

Coming in on a Monday morning after a huge win for your local NFL team in a sports town and just going into the latest rant about Joe Biden isn’t what your audience was doing over the weekend, at least not the majority. They were watching the game. They were cheering and booing with the big plays and big mistakes. They were around friends and family enjoying food and drinks as well. It’s relatable and it’s talking about what was going on around town and directly discussing what your audience was doing as well. 

This doesn’t require three or four hours of your show on your team, but picking a dedicated segment or two, weaving it into your discussion or making analogies relevant to the game (“Joe Biden looks as confused as Derek Carr did yesterday against the Chiefs defense!”), is fun and engaging.

Then, there’s the revenue side. If you are able to tap into your local sports teams from a content side, whether it’s a game preview segment on Fridays and recap on Mondays with a guest who knows the team inside and out, a picks segment, or whatever it might be that fits your market, there is easy money to be made. This allows news talk stations to tap into the huge revenues that are coming to stations from sports betting outlets and daily fantasy companies. It won’t be the same as the sports talk money, but a small piece of the pie is better than no piece of the pie. 

So at a time when programmers and hosts can be at odds with sales (although this has been going on forever), this is a no-brainer for all involved. If there’s a chance to provide great, local, relatable content for your audience, and tap into a revenue stream that is getting gobbled up by the sports stations, go for it.

Your audience will thank you and so will your sales manager. Is there anything better than that? 

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BNM Writers

NYC Mayor Race Lifts WABC; FOX News Remains Ahead Nationally

“There was one clear victor from the four Democratic primary debates on the TV ratings front – WABC.”

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Photo Credit: ABC 7 New York

The 2021 race for New York City mayor may be the most important election in the city’s history. Within the past year, New York City (among many other major cities) has seen an uptick in crime, while attempting to recover economically from the COVID-19 pandemic. Issues like education, affordable housing and transportation are also vital on the minds of New Yorkers.

According to New York City’s Board of Elections, there are nearly 5 million actively registered voters within the five boroughs of New York City; 3.38 million of them labeled as a Democrat, making the hotly-contested Democratic primary for NYC mayor of high focus.

Some of the top contenders include Brooklyn borough president Eric Adams, former head of the city’s Department of Sanitation Kathryn Garcia, former U.S. presidential candidate Andrew Yang and former MSNBC legal analyst Maya Wiley.

While the race is far from predictable especially with New York City’s recently-installed ranked choice voting system, there was one clear victor from the four Democratic primary debates on the TV ratings front. By far, the June 2nd debate on the ABC affiliate WABC was tops, with a 4.8 local household rating and a 10 share (meaning 10 percent of the households in the New York market watching TV were tuned in to this telecast), according to Nielsen Media Research. The rating translated to 514,000 viewers; also, among adults 25-54, the Democratic debate delivered a 2.2 rating/10 share.

At a distant runner-up was the June 10th debate on CBS affiliates WCBS and WLNY. Combined, it posted a 2.74 rating and an 8 share; WLNY (0.14 rating/0.3 share) provided a Spanish language simulcast.

Interestingly enough, the figures from WABC and WCBS approximately paralleled what each perform on a nightly basis during the 7-8 p.m. hour. WABC regularly airs game shows “Jeopardy!” and “Wheel of Fortune”; WCBS airs newsmagazines “Inside Edition” and “Entertainment Tonight”. While data for these syndicated shows were not specifically available for solely the New York TV market, its national household ratings were, as follows for the week of May 31-June 6, 2021: “Jeopardy!” 4.9, “Wheel of Fortune” 4.7, “Inside Edition” 2.0 and “Entertainment Tonight” 1.9.

Data for the first debate on cable news network NY1 from May 13, the mayoral candidates’ forum on CW’s WPIX from May 27 and the fourth debate on NBC’s WNBC and Telemundo’s WNJU from June 16 were not available at post time.

WNBC normally airs entertainment newsmagazine “Access Hollywood” in the 7:30 p.m. time slot; its national rating was 0.8. For June 7-11, Telemundo’s athletic competition “Exatlón Estados Unidos” averaged a 0.6 U.S. household rating from 7-9 p.m.

CW’s prime time combo of dramas “Walker” and “Legacies” averaged a 0.5 U.S. household rating on Thursday, May 20; a 0.3 U.S. household rating on May 27.

On another New York-based note: former Comedy Central “news” hosts Stephen Colbert and Jon Stewart reunited on-air once again for the June 14th edition of CBS’ “The Late Show”. It was the first taping of the late-night talker at Manhattan’s Ed Sullivan Theater in front of a live studio audience in 460 days. It led late night with 2.32 million viewers, according to Nielsen preliminary data – the show’s largest audience since May 11. CBS research projects the telecast may grow to 3.18 million viewers based on live plus three day figures, which would be Colbert’s best since Feb. 8.

As for the nationally-televised networks, here are the cable news averages for June 7-13, 2021 — cable’s best mark for the week in total viewers based on total day was by Fox News Channel; the 17th consecutive week FNC has accomplished this achievement:

Total Day (June 7-13 @ 6 a.m.-5:59 a.m.)

  • Fox News Channel: 1.193 million viewers; 197,000 adults 25-54 
  • MSNBC: 0.781 million viewers; 100,000 adults 25-54
  • CNN: 0.557 million viewers; 129,000 adults 25-54

Prime Time (June 7-12 @ 8-11 p.m.; June 13 @ 7-11 p.m.)

  • Fox News Channel: 2.157 million viewers; 331,000 adults 25-54
  • MSNBC: 1.376 million viewers; 175,000 adults 25-54
  • CNN: 0.776 million viewers; 177,000 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, Mon. 6/7/2021 8:00 PM, 60 min.) 2.974 million viewers

2. Tucker Carlson Tonight (FOXNC, Tue. 6/8/2021 8:00 PM, 60 min.) 2.866 million viewers

3. Tucker Carlson Tonight (FOXNC, Thu. 6/10/2021 8:00 PM, 60 min.) 2.850 million viewers

4. Tucker Carlson Tonight (FOXNC, Wed. 6/9/2021 8:00 PM, 60 min.) 2.801 million viewers

5. Hannity (FOXNC, Mon. 6/7/2021 9:00 PM, 60 min.) 2.735 million viewers

6. Tucker Carlson Tonight (FOXNC, Fri. 6/11/2021 8:00 PM, 60 min.) 2.694 million viewers

7. The Five (FOXNC, Tue. 6/8/2021 5:00 PM, 60 min.) 2.690 million viewers

8. The Five (FOXNC, Mon. 6/7/2021 5:00 PM, 60 min.) 2.640 million viewers

9. The Five (FOXNC, Wed. 6/9/2021 5:00 PM, 60 min.) 2.635 million viewers

10. Hannity (FOXNC, Thu. 6/10/2021 9:00 PM, 60 min.) 2.529 million viewers

11. Rachel Maddow Show (MSNBC, Thu. 6/10/2021 9:00 PM, 60 min.) 2.516 million viewers

52. Anderson Cooper 360 “Obama Interview” (CNN, Mon. 6/7/2021 8:00 PM, 60 min.) 1.408 million viewers

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

1. Tucker Carlson Tonight (FOXNC, Mon. 6/7/2021 8:00 PM, 60 min.) 0.506 million adults 25-54

2. Tucker Carlson Tonight (FOXNC, Wed. 6/9/2021 8:00 PM, 60 min.) 0.454 million adults 25-54

3. Tucker Carlson Tonight (FOXNC, Thu. 6/10/2021 8:00 PM, 60 min.) 0.448 million adults 25-54

4. Tucker Carlson Tonight (FOXNC, Tue. 6/8/2021 8:00 PM, 60 min.) 0.439 million adults 25-54

5. Tucker Carlson Tonight (FOXNC, Fri. 6/11/2021 8:00 PM, 60 min.) 0.437 million adults 25-54

6. The Five (FOXNC, Tue. 6/8/2021 5:00 PM, 60 min.) 0.420 million adults 25-54

7. Hannity (FOXNC, Mon. 6/7/2021 9:00 PM, 60 min.) 0.417 million adults 25-54

8. The Ingraham Angle (FOXNC, Mon. 6/7/2021 10:00 PM, 60 min.) 0.380 million adults 25-54

9. The Five (FOXNC, Fri. 6/11/2021 5:00 PM, 60 min.) 0.371 million adults 25-54

10. Hannity (FOXNC, Wed. 6/9/2021 9:00 PM, 60 min.) 0.366 million adults 25-54

17. Rachel Maddow Show (MSNBC, Thu. 6/10/2021 9:00 PM, 60 min.) 0.333 million adults 25-54

30. Anderson Cooper 360 “Obama Interview” (CNN, Mon. 6/7/2021 8:00 PM, 60 min.) 0.279 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research

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