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Tuesday, June 2, 2009

Ratings For The Week of May 25, 2009

Ratings for the week May 25, 2009 - May 29, 2009

Adults 25-54
CNN180,000 1
MSNBC349,000 2
Adults 25-54
MSNBC244,750 2
Adults 25-54
MSNBC204,000 2

For the first time in several weeks - there was a slight change in the day to day ratings (Adults 25 - 54 demographic). FOX actually didn't win every timeslot in prime time this week - on Monday (Memorial Day) they came in second to MSNBC's special programming at 8PM and 9PM. FOX still has the number one average for all three hours of prime time (regular programming).

CNN came in third for the week during 9PM and wound up in fourth place for both the 8PM and 10PM hours.

MSNBC had a good week coming in second during the 8PM and 9PM hours and third during the 10PM hour.

HLN placed third during the 8 PM hour; fourth during the 9PM hour; and second during 10PM.

Ratings for the May 1, 2009 - May 29, 2009

Adults 25-54
CNN149,632 3
MSNBC321,850 4
Adults 25-54
MSNBC242,750 4
Adults 25-54
MSNBC203,750 4

Above are my calculations on the Adults 25 - 54 demographic ratings for the month of May (May 1 - May 29), Monday - Friday regular programming (21 nights). They do not match up exactly to numbers that you'll see in the press release below and as much as I've tried- my calculator just doesn't come out with the same numbers... so you be the judge.

1 3 night average used for CNN at 8PM. Special programming shown on Monday and Friday nights.

2 4 night average used for MSNBC at 8PM, 9PM, and 10PM. Special programming aired on Monday.

3 19 night average used for CNN at 8PM.

4 20 night average used for MSNBC at 8PM, 9PM, and 10PM.

^ Courtesy Nielsen Media Research; Demographics where noted; Live + Same Day (LS) Fast Track Nationals.

Here is the latest CNN Press Release concerning their May ratings:


In May, CNN easily outperformed third place MSNBC in total day in both total viewers and in the demo 25-54. For the month, CNN averaged 535k total viewers, an impressive 41% advantage over MSNBC's 379k, and posted 154k in 25-54, 11% ahead of MSNBC's 139k. May also represents CNN's second best total viewer performance in a decade among total viewers with 535k, second only to last year's peak of 577k during the prolonged primary season.

In the morning, CNN's American Morning (6a-9a) topped MSNBC's Morning Joe (6a-9a) by 4% (428k vs. 411k) among total viewers in May and by 6% (147k vs. 139k) among P25-54. In addition, Morning Joe placed fourth in the demo, with HLN's Morning Express with Robin Meade (6a-10a) topping it by 7% (149k vs. 139k) among P25-54.

CNN's Larry King Live is ahead of MSNBC's Rachel Maddow at 9p (1.0 mil vs. 902k) in total viewers and at 10p, Anderson Cooper tops MSNBC's Countdown with Keith Olbermann in total viewers, (798k vs. 662k) and in the demo 25-54 (223k vs. 213k).

Situation Room with Wolf Blitzer tops MSNBC's Chris Matthews and Ed Schultz at 4p, 5p and 6p in both total viewers and in the demo 25-54. On Sunday, State of the Union with John King outperforms MSNBC at 9a, 10a, 11a and noon in total viewers and the demo, and Fareed Zakaria: GPS is #1 at 1p in the demo with 191k, FNC follows with 188k and MSNBC had 123k.


In May, HLN (formerly Headline News) experienced the largest M-Su and M-F Prime growth among cable news networks, up 43% among P2+ (619k vs. 434k) and 40% among P25-54 (220k vs. 157k) vs. year-ago in M-F Prime. HLN is up 41% in M-Su prime among P2+ (536k vs. 379k) and 41% among P25-54 (193k vs. 137k) vs. year-ago.

Nancy Grace posted the best May performance at 8p in the network's 27-year history among total viewers and the 25-54 demo. Nancy Grace also topped MSNBC's Countdown with Keith Olbermann in growth up 72% among total viewers and up 84% among 25-54 while Countdown with Keith Olbermann is flat among total viewers and down 23%. Additionally, this is also the best May in HLN's history at 11p for Showbiz Tonight with 389k among total viewers and 189k among P25-54, increasing 4% and 7% respectively over year ago.

Morning Express with Robin Meade (6a-10a) topped MSNBC's Morning Joe by 7% (149k vs. 139k) among P25-54 in May and is the #1 morning show among 18-34 viewers for the month in cable news.

CNN and HLN 2009 to-date

Year-to-date, CNN continues to grow รข€“ increasing 12% in total viewers and is up 3% in the demo 25-54. CNN's year-to-date average represents the best total day performance in total viewers (676,000) and in the demo (209,000) in six years (since 2003/Iraq war). YTD, CNN's advantage over MSNBC in total day is 53% among total viewers and 27% in the demo. In primetime (M-Su), CNN tops MSNBC by 13% in total viewers and in M-F prime, has a 5% advantage among total viewers. YTD at 10 pm, Anderson Cooper is having its second best performance ever in both total viewers and in the demo 25-54 (last year's election coverage was the program's best).

HLN has the largest M-Su and M-F Prime growth among cable news networks, up 49% in M-Su Prime among P2+ (622k vs. 418k) and 55% among P25-54 (245k vs. 158k) vs. year-ago. Among M-F Prime, HLN is up 54% among P2+ (735k vs. 476k) and 60% among P25-54 (288k vs. 180k) vs. year-ago.


CNN continues to reach more viewers each month in May with 61,702,000 cumulative total viewers, surpassing FNC's 54,796,000, and MSNBC's 49,139,000. HLN averaged 47,239,000

Among 25-54 cumulative viewers, CNN outranked the competition with 27,511,000, MSNBC averaged 23,871,000, FNC averaged 23,342,000 and while HLN averaged 22,401,000.


In April, CNN Digital Network continued its long-standing trend as the #1 most used online news destination with 1.4 billion total usage minutes (1,395 billion), exceeding MSNBC's 1.0 billion usage minutes by 38% and Fox News Digital's 652 million by 114%. The CNN Digital Network also outranked Yahoo! News, The New York Times, ABCNews Digital and CBSNews Digital. Additionally, CNN Digital's usage was up 10% over April 2008. (Source: Nielsen Online, P2+ Home/Work Panel April 2009).

April CNN Digital Network Highlights:

CNN Digital also had the most committed and dedicated audience in April as measured by time spent per person (37.5 minutes per person) and pages-per-person (42 pages per person).

CNN Digital was the #1 online news source for video in April with more than 112 million video streams served, 5% ahead of MSNBC's 107 million and 78% ahead of Yahoo! News' 63 million. (Source: Nielsen Video Census April '09).

CNN Digital was #1 among all News and Information sites in total time spent viewing and time spent per viewer in April and ranked 6th among all brands in unique visitors and 10th in total streams

Source: CNN via TVNewser

And last but not least tonight, a follow up from my post on Sunday. Thanks to Cyn, we have a video clip of Ed Henry doing his radio show on Friday morning. John King was in the studio with Ed and they both spoke with Tony Harris.


44 with Ed Henry is on CNN Radio at 11AM every Friday morning. If you miss the live program, the podcast is available from You can access this past Friday's program here.

All content, unless otherwise cited, is © All Things CNN and may not be used without consent of the blog administrator.


Anonymous said...

CNN needs some new shows. So far this week
it is not looking good. It seems to me that CNN's
troubles are not just in prime time. I think they
are getting hurt by something called default.
People are turning away early and not coming
back likely leaving the channel tuned in to Fox
or MSNBC. I do think if HLN moves Showbiz to
compete against Maddow HLN could help pull
away some demo viewers from MSNBC. At this
point it is clear the battle is between Nancy
Grace and Countdown.

Anonymous said...

Two words CNN : Conor Knighton.
Campbell Brown is too week at 8.

Anonymous said...

CNN needs a vision and a mission. Today is
a great time for CNN to use twitter the right
way. At some point during the day re air the
speech by President Obama in Cairo and let
the viewers tweet in real time. The Harvard
Business Review has a great article on twitter
and how the media does not really know how
to put twitter to use. On events like this twitter
should be used. That is the purpose and people
can have a dialogue. Twitter is not about the
anchor it is about the people. There are times
when news people have to step aside and let
the viewers get involved.I am holding my
breath because CNN does not have any plans
to re air the speech other than clips. That is
the beauty of the internet you can see it in
full without the interruption.TV news needs
to take note of that.

Anonymous said...

It looks like CNN will be # 4 again this
month. Somebody needs to take control
and fix CNN's prime time lineup. Brown's
show need to be done away with.It has no
news.At some point CNN will do damage to
itself that can't be fixed. Brown is 4th all
week long. People are leaving CNN .

Anonymous said...

The problem for CNN is that it has embraced
the politics/journalism that the American public
rejected with the election of President Obama.

Lets face it Obama is more media savvy than
the press that covers him.He turned the speech
in Egypt into a social media event for the world.

Obama might actually be the president to make
the old media irrelevant. Why would anyone in
their right might hire people with ties to the
Bush administration? That is why Campbell
Brown will never have any credibility when it
comes to covering Obama. She can't be, her
husband was spokesman in Iraq.It was a
dumb hire. She should not be doing politics
at all. Brown uses her show to do nothing
but attack Obama and that is why the show
is a failure.

Anonymous said...

CNN needs to establish itself as the news
alternative.So much of the programing is
really bad .I never thought I would say I
miss Roland Martin.

Anonymous said...

The reason is very simple...When people don't trust the news, they turn away to other sources. This is what has happened to CNN - people do not trust CNN anymore. Period. If they would start unbiased reporting like any journalist used to do they would have more viewers. But then again, I think they have gone too far and people won't be watching.

Anonymous said...

That's so shameful for CNN... when are they going to realize what it takes to get good ratings again??

Anonymous said...

Anon 12:28 I think you summed it up best.
CNN has gone down a road that has ruined
it's credibility. If there is one criticism I hear
all to often these days is that CNN does not
tell the truth. They are constantly taking
things way out of context. Heck even Keith
is starting to call them out on Countdown.

Anon 1:12 I think it is only a matter of time
before a shakeup in management is coming.
There is already speculation about who will
go first Klein or Brown or both.I think the
answer will be coming really soon.CNN just
is not a news channel these days. Until CNN
gets rid of the opinion and useless chatter
the viewers will not come back.

People watch CNN for news. When the new
management comes I just hope it is someone
who has a strong journalism background and
can bring CNN into the 21st century. Perhaps
they can lure Rome Hartman away from the
BBC. Also hire some up and coming 30 and 20
somethings who are making waves at ABC,
NBC and CBS in management.Or even some
of the management from Current TV who
are the news kids on the block.

Whoever comes in has a huge mess to clean
up. CNN is really damaged these days.
I still think CNN has the best journalists on
the planet. They just are not being given the
power to flex their journalism muscles.

Anonymous said...

One thing that might be a drag on the numbers
is the clutter on the screen. This morning I was
watching the D-Day coverage and ended up
turning the channel to C-Span the clutter is
messing things up.At least lose the crawl on
events such as this.It is a serious ceremony
and sometimes a headline that should not run
at a time like this is airing. Please CNN less is

Anonymous said...

CNN needs new sets both in NY and Atlanta.
They need to have a loft look with a library
and reading section.As well as a living room
area where people sit and talk about the news.
CNN did have a really great montage that aired
during the morning with TJ and Betty it was great
for D-Day.CNN could get their anchors away from
the anchor desk every once in a while.If they do
decide to lose the crawl maybe they and use the
flip to show stories going to commercial and
coming back.

Anonymous said...

CNN is in big trouble. Spud has some interesting
things in his hot, not hot today. The Campbell
Brown promo is already getting on my nerves.

Anonymous said...

Yeah but does anyone at CNN realize they are
in big trouble. It will be interesting later today
when we will know how CNN fared last week.
It looks like they are 4th in the demo. The big
question is : will they be 4th in viewers?

Anonymous said...

Well I guess we know the answer. CNN is # 4
in the demo and third in viewers. Jon Klein
can't keep staying with Dobbs and Brown.

Also today I saw something during the Twitter
hour that really bothered me. While the segment
was on the air, people tweeted about nuking
North Korea. I think that is really insensitive to
these journalists families and was totally out of
place on such a serious matter.CNN knows that
they are able to be seen in NK it was just not

Anonymous said...

I wish 360 would do politics like they used to
do with the raw politics packages from Candy
Crowley,Tom Foreman and Joe Johns. It fits
more with 360 and will not slow things down.

Anonymous said...

CNN has a content problem. The network just
does not cover the stories that people care about.
Sometimes having as many a 4 people talk on a
topic is just not smart. People feel a disconnect
with old/traditional media. Yahoo has an item on
the news and it confirms what most people already
know people look for news they agree with. So the
only way around this is to give out huge amounts
of information and stories that people don't know
about. Left vs right is a dinosaur and needs to
be done away with.I know how I feel about
the stories, why is there the need to put a
political spin on everything.It will be interesting
to see which shows will disappear soon.Dobbs
or Brown will likely go first. The women show
might just be able to do something at 8 or 9.
Perhaps Larry King can air at 7.

Anonymous said...

This looks like another rough week for CNN in
the ratings. Monday's numbers are on TVN and
CNN is fourth yet again. Jon Stewart has a very
interesting take on CNN. The Daily Show says
CNN is desperate.It made me wonder if there
is not a connection between social media and
the ratings dip for CNN. Stewart also says CNN
is just not doing news.