Fox Takes A Dive

Audience numbers down 24% from last year:

Fox News’s total audience fell 24 percent in the past year, to 1.3 million viewers from 1.7 million, and its key primetime audience, viewers ages 25-54, was down 7 percent in October on a year-to-year basis, to an average 363,000 viewers, according to Nielsen Media Research data.

In third quarter, Fox News suffered a 38 percent decline in 25-54s, to 409,000. In second quarter, that audience was down 22 percent and in first quarter it slid 28 percent. It is still No. 1 by a long shot.

Fox attributes the 2006 declines to a soft news year compared to 2005, which saw audiences shoot up during events like Hurricane Katrina, the Asian tsunami and the death of Pope John Paul II.

[...]

But Fox's problems go deeper than that. If it was just the dearth of big stories this year, all the other cable networks would be down as well. Two were actually up in October.

CNN has also been down steeply this year in total viewers and 25-54s but not as much as Fox, and in October its 25-54 primetime audience was essentially flat at down 1 percent.

And both Headline News and MSNBC were actually up in that demo last month, by 18 percent and 19 percent.

[...]

But Fox News's bigger problem may well stem directly from the political turmoil facing the nation as it enters the voting booth for next week's midterm elections, say analysts.

As the network most identified with conservative America and in particular the Bush White House, Fox News is suffering the most from the disenchantment among conservatives over the war and the political scandals.

When you're not much more than the propaganda arm of the Administration, is it any wonder your fortunes go south when Bush's does?



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