CBS Mornings Faces Record Low Ratings in June
Reports indicate that “CBS Mornings” is set to mark its worst June performance ever, amplifying worries regarding CBS News as the network deals with the backlash from the controversial editor-in-chief Bari Weiss’s management changes.
Recent Nielsen data reveals that the morning show attracted around 1.7 million viewers this month, with only 275,000 adults aged 25 to 54 tuning in. This figure represents the weakest June in the program’s history.
This disappointing trend follows a particularly bad May, which likewise recorded the lowest ratings since the show began, and an equally poor first quarter, according to the report.
The data also indicates that CBS News may have experienced an immediate dip in ratings following the firing of veteran correspondent Scott Pelley from “60 Minutes.” On June 3, the program averaged 1.8 million viewers and 313,000 in the key demographic. However, the next day, viewership plummeted to 1.59 million, a decrease of 11%, with a 28% drop in the critical demographic.
While ratings have since improved, some network executives expressed concern over the abrupt decline.
Morning show ratings are crucial, as they significantly contribute to advertising revenue and can often outweigh the financial importance of evening news broadcasts.
Despite the ratings struggles, CBS News representatives disputed the notion that Weiss was solely responsible for the show’s issues. One insider pointed out that the challenges predate her arrival, noting that CBS Mornings has consistently lagged behind NBC’s Today and ABC’s Good Morning America.
Sources suggest that the ratings remain about the same as when Weiss took on her role, making it tricky to attribute the current performance solely to recent management shifts. Furthermore, the appearance of former “The View” co-host Elisabeth Hasselbeck as a guest host last week may have had a positive impact on ratings.
Viewership data reveals that the June 16 broadcast saw a 10% increase in total viewers and an 8% rise in the 25-54 demographic compared to the previous week, while the next day’s show experienced a 9% boost in total viewers and a remarkable 15% increase in the key demographic.
The ratings among women aged 25 to 54 increased by 19% on June 16 and 31% on June 17, compared to the previous week. Overall, during Hasselbeck’s three-day stint, total viewership climbed by 5% and key demographics by 2% from the week prior.
Following Tony Dokoupil’s departure to anchor CBS Evening News earlier this year, the network is still on the lookout for a permanent third host.
Interestingly, CBS News president Tom Cybrowski had previously considered former Good Morning America anchor Josh Elliott for the role, even arranging an on-camera trial before ultimately abandoning the idea.
Hasselbeck’s current role is perceived by some as an unofficial audition as CBS evaluates potential candidates for the permanent position.
The scrutiny around ratings comes at a time when Weiss faces increasing pressure due to sweeping changes at CBS News, particularly with “60 Minutes,” where the dismissals of executive producer Tanya Simon, reporters Sharyn Alfonsi and Cecilia Vega, alongside veteran correspondent Scott Pelley, have provoked discontent among staff.
CBS News has declined further comment.
