CNN's Tuesday viewership hit a historical low not seen in decades.
According to Fox News, the network recorded its smallest Tuesday audience within the critical 25-54 age demographic since 2000, following the recent U.S. Presidential election results.
On November 11th, data showed daytime programs on CNN attracted just 60,000 viewers aged 25-54 from 9 a.m. to 5 p.m. ET. The evening's primetime slot did not fare much better, drawing an average of 483,000 total viewers, a stark contrast to competitors.
The news follows the election where Donald Trump secured another term. Despite the flurry of associated news, the network's ratings have significantly lagged behind those of its competitors.
In contrast, Fox News has been dominating the ratings battle. Since Election Day, they've averaged 2.2 million viewers during the total day and 3.4 million in the primetime slot.
Moreover, CNN's numbers pale in comparison, averaging only 403,000 total viewers and a significantly smaller share of the prized 25-54 demographic.
CNN's struggles are not new but have intensified over the past week. They also trailed behind MSNBC, ABC, and NBC, especially apparent during election night coverage.
Sources within CNN hint at unease among the staff concerning future financial cuts potentially leading to layoffs. Such changes could impact employees across the company as it attempts to navigate these turbulent waters.
Daniel Lurie's interview with CNN's Erin Burnett, following his victory over London Breed in San Francisco, proved a noteworthy segment in these challenges. Yet, it did little to boost the overall viewership numbers.
Despite the network's attempts to engage viewers with comprehensive election coverage and follow-up analyses, their efforts have not translated into desired rating figures. The comparison with Fox News, where the audiences in the key demographic were 321,000 during the total day and 496,000 during primetime, underscores the magnitude of CNN's predicament.
This performance dip raises questions about CNN's current strategies and their effectiveness in captivating and maintaining an audience, especially during pivotal moments such as a national election.
The issues at CNN are symptomatic of larger trends affecting many traditional media outlets—struggling to retain audiences in an age vastly influenced by digital platforms and varying content delivery models.
Furthering viewer engagement and recovering from this significant downturn will likely require substantial strategic reassessment. As CNN moves forward, industry analysts will be watching closely to see if new measures can address the apparent disconnect between the network's offerings and viewer expectations.
