|
Michael Reynolds
How much of a Nielsen uptick can the cable news networks expect from their coverage of the upcoming Republican and Democratic conventions?
If past is prologue, the gains could be significant. In July 1992, CNN's total-day ratings increased 11% during the Democratic convention from July 13-16, and 7% during the Aug. 17-20 Republican gathering. Four years later, in August 1996, CNN posted total-day advances of 13% during both conventions.
A look at primary coverage this year shows that CNN outdelivered MSNBC and FOX combined on each primary night (see chart).
While few would dispute that news networks figure to benefit from heightened political attention from the conventions, no one is sure how MSNBC and Fox will fit into the ratings pie. Back in 1996, MSNBC and Fox News Channel were just getting off the ground with relatively small subscriber bases. The then-fledgling nets didn't participate in the complete caucus/primary/convention cycle.
Any bump in the ratings, especially for CNN, will be appreciated.
During a generally slow news period, CNN saw its primetime average household delivery drop 35% to a 0.6 rating, translating into 432,000 homes. Its total-day measurement declined 36% in the second quarter. That dip enabled CNBC, whose business beat wasn't lacking for big stories or news about stock swings, to beat CNN for the first time in total-day average audience - 278,000 to 253,000.
As for FNC, it scored a 15% increase in primetime households to 238,000 and a 20% advance in total day to 132,000 in second quarter 2000. It should be noted that FNC's sub base has grown by 22% over the past year, as it's now in more than 50 million households.
For its part, MSNBC sustained drops of 16% in average primetime households to 196,000 and 17% in total day to 142,000 during the second quarter.
Back to this issue
|
