7.03.2009

Don't Believe The Hype About Fox News Ratings

KingOneEye (of News Corpse) shows you why you shouldn't believe the hype about Fox ratings and what it comes down to is this: Total viewers means absolutely nothing when it comes to ratings success. Their "Depends' crowed is not advertisers dream audience and who really is at this point, you'd have to give the award to MSNBC.

From KingOneEye:

As the numbers come in for the second quarter, cable news networks are all putting on their best spin to wrangle positive stories that promote how much better they are than their competition. It's an age-old ritual that pits marketing flacks against one another as they jostle for position and advertising bucks. And nobody does this more relentlessly than Fox News.

Everywhere you look you can see the effect of Fox's PR blitz. They proudly boast that they have increased viewership in the 25-54 demographic 50% over Q2 of 2008 (Monday-Sunday, primetime). Simultaneously, they taunt MSNBC and CNN for falling off 2.6% and 19.2% respectively. The core of their message is that, along with continuing their leading position in cable news, they are also outpacing their rivals in growth. That's an argument that requires a little further exploration.

[snip]

Fox's ratings success is more likely due to the cult-like brand loyalty of the rightist, delusional demographic. But it is still disheartening because their ratings dominance rewards them financially for lying and advocating terrorism. However, on a positive note, MSNBC was the number one cable news network among 18-34 year-olds. This continues a trend that suggests that the next generation of news consumers will be rejecting Fox News and its ilk.

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