Woe Is CNN: Hits 10 Year Lows In Total Day & Worst Primetime Ratings in Nearly Two Years

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In total day, CNN delivered its lowest-rated month with total viewers and Adults 25-54 in over a decade — since August 2001 .  Additionally, compared to last year, the network is down 21% in total viewers and 29% in adults 25-54.  FNC was up and MSNBC down slightly in demo for the month.

In primetime, CNN had its lowest rated month in nearly two years since August 2010 with total viewers  and adults 25-54.  Besides it being CNN’s sixth lowest rated primetime ever in total viewers, the network was down 16% in P2+ and down 22% in 25-54. FNC was flat in total viewers and MSNBC was down slightly. Both FNC & MSNBC were down 9% with adults 25-54 in primetime versus last year.

APRIL 2012 Vs. APRIL 2011 NIELSEN NUMBERS (7 day week, L+SD):

TOTAL DAY

FNC: 1,086,000 total viewers – up 2%; (273,000 in 25-54 – up 1%)
MSNBC: 425,000 total viewers – flat, 0%; (139,000 in 25-54 – down 5%)
CNN: 357,000 total viewers – down 21%; (108,000 in 25-54 – down 29%)

PRIMETIME

FNC: 1,850,000 total viewers – flat, 0%; (395,000 in 25-54 – down 9%)
MSNBC: 754,000 total viewers – down 5%; (236,000 in 25-54 – down 9%)
CNN: 508,000 total viewers – down 16%; (149,000 in 25-54 – down 22%)

Making matters worse, every single CNN hour was down versus last April, with all shows but one down double digits. Only Anderson Cooper at 8pm vs. last year’s In The Arena had a single digit drop Y/Y (8%). Update: for some reason the data for Piers Morgan wasn’t included in the table below, .  It too was down double digits in the adults 25-54 demo (14% 161K in April 2012 vs. 188K in April 2011) but down only 9% in total viewers (567K this year vs. 625K last year).

APRIL ’12 (LIVE+SD) FINAL Competitive Program Analysis (excluding breaking news and specials)
Year-to-Year % Differences
P2+ A25-54
APR’12 APR’11 AA (000) AA (000)
DAYPART PREDOMINANT PROGRAMS^ PREDOMINANT PROGRAMS^ APR’12 APR’11 %Diff APR’12 APR’11 %Diff
SU-TH 5-6A EARLY START WORLD ONE 141 174 -19% 61 85 -28%
M-F 6A-9A EARLY START-STARTING POINT AMERICAN MORNING 229 308 -26% 92 131 -30%
M-F 7A-9A STARTING POINT AMERICAN MORNING 261 350 -25% 101 141 -28%
M-F 9A-11A CNN NEWSROOM CNN NEWSROOM 384 464 -17% 124 155 -20%
M-F 11A-12P CNN NEWSROOM CNN NEWSROOM 386 484 -20% 124 156 -21%
M-F 12P-1P CNN NEWSROOM CNN NEWSROOM 396 510 -22% 117 161 -27%
M-F 1P-2P CNN NEWSROOM CNN NEWSROOM 417 603 -31% 118 178 -34%
M-F 2P-3P CNN NEWSROOM CNN NEWSROOM 425 599 -29% 120 170 -29%
M-F 3P-4P CNN NEWSROOM CNN NEWSROOM 445 564 -21% 113 160 -29%
M-F 4P-5P SITUATION ROOM CNN NEWSROOM 538 563 -4% 123 162 -24%
M-F 5P-6P SITUATION ROOM SITUATION ROOM 557 630 -12% 131 173 -24%
M-F 6P-7P JOHN KING USA SITUATION ROOM 435 570 -24% 106 179 -41%
M-F 7P-8P ERIN BURNETT OUTFRONT JOHN KING USA 409 523 -22% 113 172 -34%
M-F 8P-9P ANDERSON COOPER IN THE ARENA 504 515 -2% 144 157 -8%
M-F 10P-11P ANDERSON COOPER 360 ANDERSON COOPER 360 522 706 -26% 175 243 -28%
M-F 11P-12A E.BURNETT OUTFRONT ANDERSON COOPER 360 326 525 -38% 124 212 -42%
M-F 10P-12A COOPER 360/OUTFRONT ANDERSON COOPER 360 422 615 -31% 149 227 -34%
APRIL’11: 03/28/2011 – 04/22/2011
APRIL12: 03/26/2012 – 04/27/2012

Nielsen TV Ratings: ©2012 The Nielsen Company. All Rights Reserved.

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