CNN, Hallmark Top 2010 Cable Net Viewership Losses

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201o was definitely a year to forget for CNN as it suffered the worst average viewership losses of any cable network, both in primetime (8-11pm) and total day (24 hr.) time periods compared with 2009.

If you’re looking for the list of cable network viewership gainers, look here.

Top PRIMETIME (8-11pm) average viewership losses 2009 to 2010:


Net 2010 Avg. Viewership (000) 2009 Avg. Viewership (000) Loss (000)
1 CNN 592 903 -311
2 Hallmark 858 1113 -255
3 VH1 514 742 -228
4 Fox News 2032 2195 -163
5 Spike 922 1065 -143
6 USA 3157 3276 -119
7 HLN 446 561 -115
8 FX 1271 1375 -104
9 Syfy 1202 1279 -77
10 ESPN 2 634 693 -59
11 SPD 228 280 -52
12 Soap Net 302 353 -51
13 TBC 1800 1847 -47
14 MSNBC 771 811 -40
15 Nat Geo 424 457 -33
16 Lifetime 1158 1188 -30
17 WGNA 339 368 -29
18 Versus 279 307 -28
19 GOLF 119 147 -28
20 GAC 61 82 -21
21 CMT 383 399 -16
22 A&E 1463 1478 -15
23 Comedy 979 994 -15
24 TVGN 200 215 -15
25 WE 278 292 -14


Top TOTAL DAY (24 hr.) average viewership losses 2009 to 2010:


Net 2010 Avg. Viewership (000) 2009 Avg. Viewership (000) Loss (000)
1 CNN 433 607 -174
2 Hallmark 481 628 -147
3 USA 1413 1523 -110
4 VH1 304 400 -96
5 Spike 589 673 -84
6 Lifetime 680 747 -67
7 Fox News 1133 1196 -63
8 TBS 924 961 -37
9 HLN 276 309 -33
10 FX 699 730 -31
11 Discovery 697 720 -23
12 Syfy 544 567 -23
13 SPD 138 160 -22
14 Versus 98 120 -22
15 GOLF 71 88 -17
16 CNBC 207 223 -16
17 Soap Net 168 184 -16
18 TVGN 95 111 -16
19 GAC 47 60 -13
20 Style 102 114 -12
21 Food Network 682 693 -11
22 CMT 219 230 -11
23 truTV 737 746 -9
24 Nat Geo 247 255 -8
25 VH1C 27 31 -4


All are individual broadcast “Most Current” measurement, which are Live+7 Day Ratings for most shows except the late December football games, for which they are Live + Same Day ratings.
Nielsen TV Ratings: ©2011 The Nielsen Company. All Rights Reserved.

While different cable networks target different age/gender demographics for advertising sales, I figured the best way to show overall annual gains/losses was via average viewership changes. Doing gainers and losers lists for each demo group we have numbers for would prove ungainly.

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