Ingraham & Hannity struggle versus MSNBC in 25-54 demo


Written by DML

If you’re a middle-aged conservative who is concerned about your grandkids one day having a cable news network to watch, you’re sure to be disappointed with the latest cable TV ratings.

Fox News has been slowly losing its powerful grip over the other cable news networks in the “key demographic.”

The key demo in TV cable news is the 25-54 age bracket. Currently, Fox News’ primetime programming is losing that demographic to left-leaning MSNBC. CNN remains a distant third.

Hannity, which now airs at 9pm EDT, is targeted towards Trump supporters who want positive news reports about the president and hard hitting pieces against the Democrats. Although Hannity delivers what his audience yearns for, Hannity is slowly losing the key demo to Rachel Maddow.

Take a small but often repeated example: On Monday night Hannity was #2 in the key demo.

Hannity attracted 613k viewers Monday night in the 25-54 demo. Maddow, however, grabbed 615k. Although it’s a small margin of victory, it’s starting to happen more often.

It’s worth noting that on most nights, Hannity beats Maddow when measuring overall viewership. For example, on Monday he grabbed a total of 3.1M viewers, whereas Maddow hit 2.7M. But the ad money, and the longevity of a network is based on the key demo. That said, looking ahead, the numbers are heading in the wrong direction at Fox News.

Where it gets even more eye-catching is with Laura Ingraham. Although popular on the radio, Ingraham’s new 10pm show on Fox News has been slow out of the gate.

When it comes to measuring overall viewership, Ingraham runs neck and neck with MSNBC’s Lawrence O’Donnell on most nights.

Some nights Laura wins the overall viewership, but on other nights it’s Lawrence on top. Thus, it has become totally unpredictable as to who will win the ratings war at 10pm. However, when it comes to the key demo, O’Donnell often takes the prize.

For example, on Monday night Ingraham fell short to O’Donnell. He brought in 427k, she grabbed 417k.

When looking back at the prior week, O’Donnell beat Ingraham in the key demo 4 out of the 5 nights.

Fox News has an issue on its hands. The Murdoch family sees this, trust me.  So, the question becomes, “Will they replace old blood with news faces in the anchor chairs? Or will they lean more to the left as a network?”

My sense is, odds are, they’ll do both.

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