In the world of television ratings, what matters most to advertisers is the number of viewers who are between the ages of 25 and 54. That group is known as the “key demographic.”
It’s not that viewers younger than 25 or older than 54 are negligible. Hey, those people also spend money for products and services they see on TV. But most advertisers especially covet viewers in the key demographic.
With that in mind, check out THIS STORY about the two most popular cable-news outlets:
There is something happening in cable news that can no longer be ignored. MSNBC is seriously challenging Fox News. Specifically, Rachel Maddow and Lawrence O’Donnell are regularly beating their Fox News competition in the key 25-54 demo. Last week, Maddow beat Hannity, 378,000 viewers to 352,000 in the demo.
This week Maddow handily defeated Hannity on Monday (394,000-336,000) and Tuesday (388,000-285,000). Even with guest hosts filling in for Maddow on Wednesday and Thursday, Hannity was only able to eek out small wins of 55,000 and 38,000 in the demo. From election day through the end of November, Maddow beat Hannity by 13 percent.
Hannity’s margin over Maddow in total viewers is inflated by the fact that Fox News is available in more homes than MSNBC. Bill O’Reilly’s show is the only thing keeping Fox News ahead in the primetime demo. If anything ever happens to O’Reilly, Fox News will be in deep trouble.
The biggest sign yet that Fox News knows they have a problem was how they responded to Rachel Maddow being nominated for a Grammy for her spoken word version of Drift.
Here was the headline on Fox Nation [on FNC's Web site]: “Rachel Madd-Cow Gets a Grammy Nomination?”