Accuracy in Media

CBS Evening News, which for decades was the preeminent evening news program under the guidance of Walter Cronkite and Dan Rather, has struggled in the last decade as it has shuffled anchors several times in an effort to regain its footing.

Its latest effort to do so with new anchor Norah O’Donnell does not appear to be working, based on the initial ratings results.

In her debut week, during which she interviewed Amazon founder Jeff Bezos about his space venture Blue Origin to mark the 50th anniversary of the moon landing, CBS Evening News drew just 929,000 viewers in the 25-54 demographic compared to 1.22 million (-24 percent) one year ago when the show was hosted by Jeff Glor who has been shuffled off to CBS This Morning Saturday.

The ratings carnage has continued since her debut with a loss of 12 percent in viewers from the same week one year ago and 11 percent in the demo which advertisers use to determine where to spend their ad dollars.

CBS has remained mum on the ratings slide, but at least initially the switch from Glor to O’Donnell which was made to boost ratings has failed miserably.

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