CNN mired in a credibility crisis as ratings continue to collapse, experts say
CNN is suffering a
credibility crisis as viewership for the once-proud network
continues to crater with a no apparent plan in place to fix things anytime soon, according to media watchdogs and insiders.
CNN’s audience shriveled in the second quarter of 2019, averaging only 541,000 total viewers while being more than doubled by Fox News Channel’s 1.3 million average in the process. But CNN struggled even more during the primetime hours of 8-11 p.m. ET, finishing as the fifteenth most-watched network on basic cable behind networks such as TLC, Investigation Discovery and the Hallmark Channel. CNN averaged a dismal 761,000 primetime viewers while FNC averaged 2.4 million.
The Hill media guru Joe Concha told Fox News that CNN's freefall may not be slowing.
“The numbers warrant concern, yes. Q2 was a particularly news-rich quarter highlighted by the release of the Mueller report and all the aftermath and controversy following it, plus the launch of several high-profile Democratic candidacies including Joe Biden and Pete Buttigieg to propel 2020 coverage into high gear,” Concha said. “It may only get worse in Q3 given the numbers we’re already seeing.”
CNN started off the third quarter with “the network’s lowest average since 2015” when it comes to primetime viewers among the key demographic of adults age 25-54, according to
TVNewser. But the network has extended various contributors through the election, indicating that its apparent anti-Trump programming strategy will remain in place for at least the duration of the president’s first term.
“You know the answer,” a longtime CNN employee said when asked if staffers are panicked about the ratings decay before declining further comment.
Another current CNN employee told Fox News that there is widespread concern about the network’s ratings problem, but high-profile hosts such as Anderson Cooper remain unfazed.
“The people that are concerned – it’s certainly not the anchors who have lucrative contracts – it’s the people among the lower levels, such as producers and show bookers."
A third current staffer told Fox News that CNN “is clearly doing something wrong if the ratings are like this,” before asking, “So why don’t we try something different?”
Cable news viewership has declined in general as more and more consumers cut the cord in favor of OTT streaming services, but CNN’s losses are overwhelming. The network lost 18 percent of its audience compared to the second quarter of last year. CNN also dropped a whopping 38 percent of primetime viewers among the key demo.
CNN’s most popular show averaged only 910,000 viewers. Fourteen Fox News programs and 10 MSNBC programs attracted larger audiences.
Reporter-turned-banker Porter Bibb is surprised parent company AT&T hasn't made any changes. "My guess is that senior management is more concerned about the launch of HBO Max than CNN, at least for the moment," he said.
Sagging ratings weren’t the only negative headlines generated by CNN during the second quarter, as the network
reduced headcount days after publically declaring there wouldn’t be mass layoffs.
A CNN spokesperson told Fox News on May 7 that reports of looming layoffs were a “crazy rumor,” but staffers were shocked when members of the network’s Atlanta-based staff that covered health care were shown the door only two weeks later.
CNN also saw over 100 employees accept a voluntary buyout option, losing bureau chiefs and award winners in the process while the network moved into elaborate new New York City digs.
CNN began broadcasting in May from the network’s ritzy new facility in the Hudson Yards area on the West Side of Manhattan. The brand-new, state-of-the-art headquarters is part of a luxurious complex that also features condominiums which start at $4.3 million, high-end restaurants and stores such as Cartier, Rolex, Louis Vuitton and Neiman Marcus.
The second quarter also saw the release of the White House correspondent Jim Acosta’s anti-Trump book. Before its June release, one current CNN employee told Fox News that CNN’s Acosta might not be the right person to cover Trump’s White House these days.
“Jim Acosta is, a lot of times, asking the right questions but it doesn’t always need to be about him and his grandstanding,” the CNN staffer said. “People get tired of it. Acosta is supposed to be a correspondent reporting the facts but you can’t tell the difference between him and a paid pundit.”
MSNBC’s recent Democratic presidential primary debate attracted a large audience, and CNN is set to host its own version later this month. The event would typically be a reason for optimism, but CNN announced on Monday that opinion host
Don Lemon would a moderator, raising eyebrows in the process as respected journalists such as Erin Burnett and Poppy Harlow remain on the sideline.
CNN mired in a credibility crisis as ratings continue to collapse, experts say