CNN’s Ratings Continue to Plummet as Journalists Blame Network’s Lack of Anti-Trump Sentiment
CNN’s ratings are in free fall, with a significant drop in viewership across all demographics, including the coveted 24 to 54-year-old demographic, also known as “demo viewers.” According to Nielsen Media Research, CNN’s daily audience dropped by one percent from last year, with 92,000 viewers tuning in daily, compared to 94,000 the previous year.
CNN journalists anonymously told The Washington Post that they believe the network’s lack of anti-Trump sentiment is to blame for the ratings decline. Specifically, they point to the network’s decision not to fact-check Trump during his debate earlier this year and a town hall meeting with the president-elect in May 2023.
The journalists claim that these decisions upset staff and viewers, leading to a perception that the network is not going hard enough against Trump. One CNN journalist stated, “It is widely felt at CNN that we didn’t meet the mark” regarding the network’s election coverage.
CNN’s ratings decline is not limited to the 24 to 54 demographic. The network’s prime-time viewership has slumped by 52 percent since Trump’s presidential win. The network has also seen significant changes in leadership, with former CEO Chris Licht being replaced by Mark Thompson.
Thompson is expected to take a more mediated approach to journalism, which could further alienate viewers who tune in to CNN for its outspoken coverage of politics. The network’s decision to launch a $3.99 subscription service for online content has also been criticized, with some arguing that it is too late to the market and will struggle to compete with established players.
Ratings are essential to the survival of a television network, and CNN’s decline is having a significant impact on morale. A former senior producer stated, “Ratings control everything… it controls the money, it controls the influence, and it’s a huge morale issue. You can worry about the future all you want, but right now TV is where the money is and where the reputation is.”