Accuracy in Media

CNN was almost giddy this past week as they bragged on their website about their nearly 30% gain in viewers in the key A25-54 demographic compared to 2010, but they largely ignored the fact that they finished in third place in the demo behind MSNBC for the third consecutive year.

Fueled by program line-up changes throughout CNN’s schedule and the successful leveraging of breaking news stories – CNN had significant double-digit ratings growth across all dayparts in 2011 – while FNC lost viewers and MSNBC had very modest gains. CNN grew an impressive +30% in M-F primetime in 2011 and topped MSNBC in total day this year.

The former cable news champ did see the strongest growth in audience numbers, when compared to Fox News and MSNBC, but they managed to omit the fact that 2010 was their worst year ratings wise in the last 15 years and thus were working off a relatively low base.

Even with the surge, CNN’s ratings in the demo are still about 8% below 2009 figures, showing that any real ratings boast is premature at best.

The wild card in 2012 will be the election coverage, which favored CNN in 2008. But a lot has changed in the last four years, so the network may not be able to count on an election year boost to change their fortunes in 2012.

Ratings numbers courtesy of TV by the Numbers

 

PRIMETIME 25-54

08:00P -11:00P	MTWTFSS
			P 25-54
Network	Period	Dates	(000s)
CNN	2008	12/31/07-12/28/08	453
CNN	2003	12/30/02-12/28/03	373
CNN	2001	01/01/01-12/30/01	353
CNN	2005	12/27/04-12/25/05	271
CNN	2009	12/29/08-12/27/09	263
CNN	2002	12/31/01-12/29/02	261
CNN	1998	12/29/97-12/27/98	257
CNN	2004	12/29/03-12/26/04	251
CNN	2007	01/01/07-12/30/07	243
CNN	2000	12/27/99-12/31/00	242
CNN	1999	12/28/98-12/26/99	231
CNN	1997	03/31/97-12/28/97	229
CNN	2006	12/26/05-12/31/06	225
CNN	2011	12/27/10-12/25/11	222
CNN	2010	12/28/09-12/26/10	172

PRIMETIME P2+

08:00P -11:00P	MTWTFSS
			P 2+
Network	Period	Dates	(000s)
CNN	2008	12/31/07-12/28/08	1292
CNN	2003	12/30/02-12/28/03	1095
CNN	2001	01/01/01-12/30/01	1009
CNN	1998	12/29/97-12/27/98	957
CNN	2009	12/29/08-12/27/09	901
CNN	2002	12/31/01-12/29/02	898
CNN	2004	12/29/03-12/26/04	855
CNN	2005	12/27/04-12/25/05	853
CNN	1997	03/31/97-12/28/97	787
CNN	1999	12/28/98-12/26/99	781
CNN	2007	01/01/07-12/30/07	764
CNN	2000	12/27/99-12/31/00	753
CNN	2006	12/26/05-12/31/06	753
CNN	2011	12/27/10-12/25/11	689
CNN	2010	12/28/09-12/26/10	590

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