CNN has hit a historic low in ratings, particularly among viewers aged 25 to 54 during primetime hours. While the network claims to be the most trusted name in news, it drew just 83,000 viewers in this demographic during the week of May 13-19, marking its lowest-rated week since 1991. The primetime hours feature shows such as “AC360” with Anderson Cooper and others, but the audience numbers have been dismal compared to competitors like Fox News and MSNBC. Total viewership for CNN was also far below that of Fox News and MSNBC for the same week.
The new boss of CNN, Mark Thompson, who took over last August, has been tasked with improving the network’s ratings and modernizing the organization. Thompson has acknowledged that CNN faces an existential crisis due to factors such as cord-cutting and the decline of cable TV viewership. Despite this, he has not made any significant changes to the struggling primetime lineup since taking charge. Thompson’s lack of bold moves and vague five-point plan to improve the network’s performance have drawn criticism from industry experts and staff members.
In response to the declining ratings, a spokesperson for CNN has stated that the network’s primetime ratings among viewers aged 25-54 are actually growing year-over-year. They have also noted that the primetime lineup, from 7 p.m. to midnight, is registering double-digit growth in total viewers. However, Thompson’s approach of leaving the primetime lineup untouched while focusing on building new verticals and digital offerings has not been well-received by some insiders who believe he lacks new ideas for the network.
Thompson’s plan to center CNN’s future on verticals focusing on various topics like business, tech, climate, and health is being criticized as a rehash of a plan originally launched by former CNN boss Jeff Zucker seven years ago. Despite Thompson’s efforts to revamp the network’s offerings and subscription models around personalities, insiders are skeptical about the effectiveness of these changes. While some have questioned the lack of new ideas from Thompson, others believe that his traditional media playbook might work for CNN.
Internal leadership changes at CNN, including the appointment of Virginia Moseley as executive editor, have sparked controversy among staffers. Moseley, who is regarded as a demanding executive, has faced criticism within the newsroom. Additionally, the cancellation of “CNN This Morning” and the departure of anchors like Poppy Harlow have added to the turmoil at the network. The decisions made by Thompson, including the restructuring of the morning show, reflect his attempts to shake up the organization in the face of low ratings and internal challenges.
