I don't usually talk about "total viewers" because advertisers
I guess it wasn't my day to read minds, so I just responded to what you actually posted. And O'Reilly clobbers everyone, except for the occasional CNN documentary, when you look at 25-54s.
(the ones that matter) don't care about that. They want the 25-54 ratings where the eyeballs are for the ads that make the programs possible.
This is also just untrue. The biggest increases in advertising money has come from companies looking for older audiences. This is the money that makes all these programs possible. Entire categories that didn't exist 20 years ago have been developed from scratch to take advantage of the older demos, and the cheaper targeted audiences. And, truth be told, the dividing line between the advertising on cable news and that on the broadcast nets news programs, is blurring more every day.
It's the equivalent of the 12+ radio ratings given away for free because they have such little value to those that ultimately decide what airs and what doesn't.
Thanks for the heads-up, 25 years in the biz and I never knew that. But, this is just a straw man, because nobody I know (with the possible exception of Wrigley's Gum, and that was twenty years ago) buys based on free 12+ info, and it has no bearing on this discussion.
That being said, I apologize for not making this more clear up front. His total viewers are obviously higher, but if that's all that mattered in this business, we'd still be watching first run episodes of Murder, She Wrote. As far as how their competitors are doing in the ratings that matter, the suggestion that O'Reilly's ratings are higher than all of the others combined hasn't been true for a long time.
Here the three days worth of numbers from last week, compliments of Inside Cable News,
Tuesday
O'Reilly 2,700.00
Everyone else 2,400.00
Wednesday
O'Reilly 2,282,000
Everyone else 1,893.00
Thursday
O'Reilly 2,094,000
Everyone else 1,993,000
I guess I could keep going back, but this is representative enough to make the point. And, I left in CNBC. which still didn't really change the final analysis.
The 11pm rerun performs more poorly than his live showing.
Huh? This is surprising? The rerun runs 2 hours after the live show. The real surprise would be if it did better than the live show. And, it still does better than the competition.
MSNBC's Countdown is the most improving in the ratings that matter.
Yes, Countdown has almost gotten to the point where it would be renewed if it ran on FNC.
Fox News' demo is by far the oldest of all cable news outlets.
And it still delivers more 25-54s
While that may be great to sell people scooters, disability insurance, and pharma, it's not exactly the glory zone of Madison Avenue bliss.
As I understand it, the money received from those advertisers spends just like money received for Heineken ads. A lot of folks think Fidelity, Schwab, AIG. UBS, and Berkshire Hathaway are pretty decent clients. The problem with those so-called 'glory' accounts is that every time the auto industry burps, all the network suits get indigestion.
Actually, playing the 'my account is sexier than your account' is just a red herring. Usually used by folks to whom the fact that Fox eats every other cable news net's lunch is just to distasteful to swallow.
And, since this discussion is about cable news, it should be noted that folks looking for 25-54s are finding them in the network, and cable, entertainment programs, not on either's news and information shows.
Compared to any broadcast network newscast, cable news and personality talk shows still reach just a small percentage of what lowest rated CBS does on any night of the week.
As can be said for any broadcast programming, news or entertainment. The most successful cable entertainment program couldn't make the schedule of any broadcast net based on numbers. But, broadcast news has been in an audience free-fall for 25+ years. And, those older demos are about the only ones the alphabet nets can count on, since the under 30 audience for traditional media has vanished. Nobody has bought network news looking for younger eyeballs in years.
Regards,
TSB