Robin PottratzAre the team of Olbermann and Maddow poised to take down the mighty Fox News?
October 31st 2008 22:01
For years, the 24 hour cable news cycle has had one constant. Under a republican majority, the Fox News Channel has been a ratings juggernaut in the world of cable news. Bill O'Reilly in particular has had the highest rated program in cable news for the better part of 7 years. He even outdraws the legendary Larry King. The duo of "The O'Reilly Factor" and "Hannity and Colmes" have undoubtedly been the most powerful combination on cable news. It seemed as though no one could even come close to these two powerhouses.
Then something happened. Increasingly more, the Fox News Channel, led by O'Reilly accused MSNBC and NBC news as a whole of journalistic dishonesty as well as ratings anemia. This time MSNBC fought back by assembling a new formidable prime time lineup. In 2003, they were able to create a new star...former sportscaster turned liberal pundit Keith Olbermann. With his dry, sarcastic delivery as well as his quick witted persona, he became an instant hit with liberal television viewers. Despite this momentum boost, MSNBC continued to trail Fox News in the ratings. Then in 2008, after years of ratings chasing and wasted time of their new star, MSNBC was able to find a complement for Keith Olbermann in a hyperarticulate Air America host named Rachel Maddow.
Flash forward to today. Up until recently, the O'Reilly factor and Hannity and Colmes were still dominant in the ratings war. However, something changed a couple of weeks ago. With the momentum of their new team of Olbermann and Maddow...MSNBC had finally beaten the juggernaut of the 25-54 age demographic as well as the 18-35 demographic. In fact, over the past 2 weeks, Olbermann has continued to defeat O'Reilly in these demos while Maddow has continued to defeat Hannity and Colmes in those same age demographics. The biggest victory came on October 29th when Olbermann defeated O'Reilly in the 25-54 demo by more than 500,000 viewers. It has gotten to the point that both MSNBC programs are even approaching overtaking Fox News in overall viewers...of which FNC still has a somewhat comfortable lead.
It may be just a turning of the tide that coincides with the tone of the country. Most people believe that Barack Obama will be the next President of the United States, and perhaps the nation wants to watch more left leaning programming to correspond to that. It may be that the coverage of Maddow from such publications as Entertainment Weekly as well as raves from such celebrities as Alec Baldwin have finally given MSNBC the attention that has eluded them for so many years. I predict that after the election, the viewership for both networks will plummet. However, it would appear that the advantage is now with MSNBC. MSNBC, Olbermann in particular, have frequently pounded Fox News with no results, no ratings change. While Fox News, O'Reilly in particular, have labeled NBC news as dishonest and hateful. Now, MSNBC finally has momentum so O'Reilly would be foolish to give that network any more free promotion. MSNBC, now finally has momentum and since FNC is more established, they can now continue to cover and criticize them as they see fit, since it will do little or no damage to their ratings.
No matter what happens in the cable news war, one cannot deny that it is officially interesting. There is no longer one dominant brand in the 24 hour news cycle. With the introduction of Rachel Maddow, MSNBC is now equipped to challenge FNC and perhaps overtake them. As the country shifts more to the liberal way of thinking, MSNBC can only benefit. FNC will continue to post strong numbers, but now they have no choice but to proceed with caution from here on out, because unlike in the past...there is now a comical sportscaster and a calm, articulate radio host nipping at their heels.
Note: All ratings data comes from tvbythenumbers.com
Then something happened. Increasingly more, the Fox News Channel, led by O'Reilly accused MSNBC and NBC news as a whole of journalistic dishonesty as well as ratings anemia. This time MSNBC fought back by assembling a new formidable prime time lineup. In 2003, they were able to create a new star...former sportscaster turned liberal pundit Keith Olbermann. With his dry, sarcastic delivery as well as his quick witted persona, he became an instant hit with liberal television viewers. Despite this momentum boost, MSNBC continued to trail Fox News in the ratings. Then in 2008, after years of ratings chasing and wasted time of their new star, MSNBC was able to find a complement for Keith Olbermann in a hyperarticulate Air America host named Rachel Maddow.
Flash forward to today. Up until recently, the O'Reilly factor and Hannity and Colmes were still dominant in the ratings war. However, something changed a couple of weeks ago. With the momentum of their new team of Olbermann and Maddow...MSNBC had finally beaten the juggernaut of the 25-54 age demographic as well as the 18-35 demographic. In fact, over the past 2 weeks, Olbermann has continued to defeat O'Reilly in these demos while Maddow has continued to defeat Hannity and Colmes in those same age demographics. The biggest victory came on October 29th when Olbermann defeated O'Reilly in the 25-54 demo by more than 500,000 viewers. It has gotten to the point that both MSNBC programs are even approaching overtaking Fox News in overall viewers...of which FNC still has a somewhat comfortable lead.
It may be just a turning of the tide that coincides with the tone of the country. Most people believe that Barack Obama will be the next President of the United States, and perhaps the nation wants to watch more left leaning programming to correspond to that. It may be that the coverage of Maddow from such publications as Entertainment Weekly as well as raves from such celebrities as Alec Baldwin have finally given MSNBC the attention that has eluded them for so many years. I predict that after the election, the viewership for both networks will plummet. However, it would appear that the advantage is now with MSNBC. MSNBC, Olbermann in particular, have frequently pounded Fox News with no results, no ratings change. While Fox News, O'Reilly in particular, have labeled NBC news as dishonest and hateful. Now, MSNBC finally has momentum so O'Reilly would be foolish to give that network any more free promotion. MSNBC, now finally has momentum and since FNC is more established, they can now continue to cover and criticize them as they see fit, since it will do little or no damage to their ratings.
No matter what happens in the cable news war, one cannot deny that it is officially interesting. There is no longer one dominant brand in the 24 hour news cycle. With the introduction of Rachel Maddow, MSNBC is now equipped to challenge FNC and perhaps overtake them. As the country shifts more to the liberal way of thinking, MSNBC can only benefit. FNC will continue to post strong numbers, but now they have no choice but to proceed with caution from here on out, because unlike in the past...there is now a comical sportscaster and a calm, articulate radio host nipping at their heels.
Note: All ratings data comes from tvbythenumbers.com
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