The CBS News president is facing criticism after the ratings for “CBS Mornings” hit a historic low. This predicament comes amid a broader trend of declining viewership across the network.
The morning show, hosted by Gayle King and Nate Burleson, attracted an average of 1.59 million viewers during the week of July 13, marking the first time it dropped below 1.6 million, as reported by Nielsen. This represents a 13% decline from the same week the previous year.
According to network officials, the responsibility largely falls on CBS News President Tom Sibrowski, who took the reins of “CBS Mornings” this year at the instruction of CBS Editor-in-Chief Bari Weiss.
“Tom is finished,” remarked one source. They expressed that such a significant drop in ratings is not encouraging for Sibrowski’s future. “I mean, Bari might not be concerned, but it’s pretty embarrassing to see ratings hit rock bottom.”
As mentioned earlier, Sibrowski and Weiss seem to have differing visions for the network, which has fueled speculation about Sibrowski’s potential removal if these declining ratings persist.
A critical issue is the absence of a permanent third co-host since Tony Dokoupil transitioned to “CBS Evening News” in January. This has raised eyebrows, particularly since Sibrowski is a seasoned television producer who previously hosted ABC’s “Good Morning America.”
In March, he replaced executive producer Shauna Thomas with John Tower on an interim basis, yet reports suggest that Sibrowski is largely managing the show himself.
Insiders have indicated that the lack of a consistent co-host lineup is detracting from the show’s cohesion.
On the other hand, one source defended Sibrowski, claiming he hasn’t been given the necessary resources to make significant hires or undergo key investments in broadcasting.
Some believe Sibrowski’s strategy to draw viewers with lighter content focusing on Central America is ineffective.
“Tom insists that stories about weight loss, weather, and holiday travel are what people want. He calls it ‘useful news,’ but honestly, it’s not hitting the mark,” a source explained, adding, “What people really want is news.”
“He’s a decent guy and capable, but he seems out of touch with what American audiences seek during these turbulent times,” the source continued.
Interim executive producer Tower has been advocating for more investigative and corporate-centric stories during the crucial 7:30 a.m. hour, but according to reports, little progress has been made.
Despite the ratings struggles linked to a broader overhaul led by Weiss, “CBS Mornings” has often lagged behind competitors in the morning show arena.
Tune-ins decline is not just a CBS issue; morning TV generally sees lower ratings in summer, with other networks also reporting significant drops. For instance, last year, NBC’s “Today” recorded its lowest total and demographics viewership during the same timeframe.
Interestingly, earlier this week, “CBS Mornings” experienced a slight uptick. Monday’s broadcast drew around 1.7 million viewers and attracted 263,000 adults aged 25-54, representing a 34% rise in key demographics compared to the previous Monday.
However, the long-term outlook for the network’s morning segment—essential for advertising revenue—remains precarious.
The Post has reached out to CBS for further comments.
