Ratings-slumping CNN posted its lowest ratings in the prime-time audience most coveted by advertisers, dealing a blow to embattled new president Mark Thompson.
The cable channel, which bills itself as “the most trusted name in news,” had just 83,000 viewers between the ages of 25 and 54 between 8 p.m. and 11 p.m. the week of May 13-19. According to Nielsen, it was the lowest-rated week since 1991. .
The network’s highest paid anchor, Anderson Cooper, will appear in three hour slots during the week, including “AC360” at 8 p.m. and “The Source with Caitlan” at 9 p.m. Collins,” and “CNN Newsnight,” starring Abby Phillippe, will air from 10 p.m.
By contrast, Fox News more than doubled its audience in the key demo to 186,000 viewers, according to Nielsen. Left-leaning MSNBC was a distant second with 111,000 viewers, according to the data.
CNN’s total audience for the week was also paltry at 494,000, compared to 2 million for Fox News (which shares common ownership with News Corp., publisher of the Post). ) was 2 million people. MSNBC drew 1.1 million viewers, according to Nielsen.
Thompson took over last August after Chris Licht’s disastrous 13-month tenure and has worked hard to turn around a sluggish reputation and modernize the organization.
Thompson said last month that the network was facing an “existential crisis” as it grappled with cord-cutting and a decline in its cable TV business.
“CNN has a lot to fix,” Thompson, a former New York Times and BBC executive, said at the time.
He left the struggling primetime lineup intact and overhauled the equally troubled morning schedule.
A CNN spokesperson told the Post that the network’s prime-time ratings were “all up year-over-year” among viewers ages 25 to 54.
The spokesperson said the network’s prime-time lineup, from 7 p.m.’s “Erin Burnett Outfront” to late-night reruns of “Anderson Cooper 360,” was “up double digits year over year” in total viewers. “We are recording growth,” he added.
Thompson’s lack of bold action since taking over last October has caused widespread unrest among his staff.
He announced a five-point plan on March 1, including “building a digital future,” “a global integrated multimedia reporting business,” “future-proofing television production,” and “creating new revenue streams.” It contained an ambiguous bullet point that read, “Development of.” “Communication and Culture”
It was immediately condemned by industry experts.
“This is a five-point plan to create a five-point plan,” a media executive told The Post at the time.
“In other words, we don’t have a plan, but we’re going to make a lot of plans. And don’t worry, we have a lot of people to oversee the plans. We’re supervising everyone who’s going to be there, so don’t worry, we have this completely under control!
Thompson last week publicly laid out plans centered around CNN’s vertical divisions. Insiders described it as a revised version of a plan launched seven years ago by former CNN president Jeff Zucker to create a digital network focused on culture and lifestyle. Established vertical division. A tiered subscription service built around network personalities.
“We don’t believe news is just politics,” Thompson said during the company’s presentation to advertisers in New York.
“Business and technology is news. Climate and weather is news. Health, wellness and longevity are news. So we’re building new brand verticals in all these areas across TV, apps and other platforms. I hope you will.”
“It’s a cliché to say, but Thompson is rearranging the deck chairs on the Titanic,” said one media source. He doesn’t have any new ideas yet. But maybe his old media strategy will work. “
Mr. Thompson has made several leadership changes within the company, including promoting Virginia Moseley, an avid news executive called a “hole” and “tyrant” by some staffers, to lead the newsroom as editor-in-chief.
He also canceled “CNN This Morning,” which was co-hosted by Phil Mattingly and veteran CNN host Poppy Harlow. Harlow left CNN after being offered a lower-ranking job.
The ill-fated morning show was Licht’s brainchild, but he was fired shortly after the station cut ties with controversial Don Lemon.
