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Super Bowl LV Dominates the Ratings as FOX Business Dips Amid Dobbs Cancellation

Fox Business Network is currently providing interim programming in Dobbs’ former slot, but the network’s viewer average is expected to significantly drop as “Lou Dobbs Tonight” was, by far, its most-watched program.

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The Super Bowl was the largest event on TV for the week of Feb. 1. But things were not so super for another TV entity: Fox Business Network anchor Lou Dobbs. His program “Lou Dobbs Tonight” was abruptly canceled by Fox on Feb. 6. On the day prior, Fox News and three of its hosts — Dobbs, Maria Bartiromo and Jeanine Pirro, — were sued for $2.7 billion by Smartmatic, a voting-technology company that claims the Fox News personalities conspired to spread false claims that the company helped “steal” the presidential election.

Fox Business Network is currently providing interim programming in Dobbs’ former slot, but the network’s viewer average is expected to significantly drop as “Lou Dobbs Tonight” was, by far, its most-watched program. Here were the recent weekly averages of the show and Fox Business Network itself (in approximate total day data):

Feb. 1-5, 2021

“Lou Dobbs Tonight” 272,000 viewers

Fox Business Network 120,000 viewers

Jan. 25-29, 2021

“Lou Dobbs Tonight” 295,000 viewers

Fox Business Network 124,000 viewers

Jan. 18-22, 2021

“Lou Dobbs Tonight” 313,000 viewers

Fox Business Network 119,000 viewers

Jan. 11-15, 2021

“Lou Dobbs Tonight” 351,000 viewers

Fox Business Network 128,000 viewers

Jan. 4-8, 2021

“Lou Dobbs Tonight” 341,000 viewers

Fox Business Network 138,000 viewers

Although Dobbs’ pro-Donald Trump propaganda spiked the ratings for his Fox Business Network program, a source in-the-know told CNN’s Brian Stelter and Oliver Darcy that it had caused “consternation” at Fox, and, because many advertisers did not want to be associated with his content, “Lou Dobbs Tonight” was considered a “loss leader.”

As for FBN’s sister network Fox News Channel, it was prime time’s most-watched cable network in total viewers for the second consecutive week. It averaged 2.357 million viewers for Feb. 1-7, according to Nielsen Media Research, albeit a 10 percent decline from the previous week (Jan. 25-31).

MSNBC (2.266 million) and CNN (1.804 million) were the No. 2 and No. 3 networks, respectively, on all of cable in prime time — both down one percent from the week prior.

For the second week in a row, MSNBC (1.36 million) was cable’s No. 1 most-watched network in total day (6 a.m. to 5:59 a.m.). CNN was runner-up with 1.277 million; Fox News had a slight 5 percent decline (to 1.256 million) for third place.

Here are the cable news prime time averages for Feb. 1-7, 2021:

Total Day (6 a.m.-5:59 a.m.)

  • MSNBC: 1.360 million viewers; 203,000 adults 25-54
  • CNN: 1.277 million viewers; 305,000 adults 25-54
  • Fox News Channel: 1.256 million viewers; 200,000 adults 25-54

Prime Time (Feb. 1-6 @ 8-11 p.m.; Feb. 7 @ 7-11 p.m.)

  • Fox News Channel: 2.357 million viewers; 353,000 adults 25-54
  • MSNBC: 2.266 million viewers; 343,000 adults 25-54
  • CNN: 1.804 million viewers; 445,000 adults 25-54

Top 10 most-watched cable news programs (and the top CNN program and its associated rank) in total viewers:

1. Rachel Maddow Show (MSNBC, Thu. 2/4/2021 9:00 PM, 60 min.) 4.018 million viewers

2. Rachel Maddow Show (MSNBC, Wed. 2/3/2021 9:00 PM, 60 min.) 3.898 million viewers

3. Rachel Maddow Show (MSNBC, Mon. 2/1/2021 9:00 PM, 60 min.) 3.706 million viewers

4. Tucker Carlson Tonight (FOXNC, Mon. 2/1/2021 8:00 PM, 60 min.) 3.598 million viewers

5. Rachel Maddow Show: Fallen Officer Sicknick Lies In Honor (MSNBC, Tue. 2/2/2021 9:00 PM, 60 min.) 3.557 million viewers

6. Tucker Carlson Tonight (FOXNC, Wed. 2/3/2021 8:00 PM, 60 min.) 3.534 million viewers

7. Tucker Carlson Tonight (FOXNC, Tue. 2/2/2021 8:00 PM, 60 min.) 3.523 million viewers

8. Tucker Carlson Tonight (FOXNC, Thu. 2/4/2021 8:00 PM, 60 min.) 3.406 million viewers

9. Rachel Maddow Show (MSNBC, Fri. 2/5/2021 9:00 PM, 60 min.) 3.330 million viewers

10. Last Word with Lawrence O’Donnell (MSNBC, Mon. 2/1/2021 10:00 PM, 60 min.) 3.126 million viewers

22. Anderson Cooper 360 (CNN, Thu. 2/4/2021 8:00 PM, 60 min.) 2.706 million viewers

Top 10 cable news programs (and the top Fox News program and its associated rank) among adults 25-54:

1. Cuomo Prime Time (CNN, Tue. 2/2/2021 9:00 PM, 60 min.) 0.659 million adults 25-54

2. Anderson Cooper 360 (CNN, Thu. 2/4/2021 8:00 PM, 60 min.) 0.653 million adults 25-54

3. Erin Burnett Outfront (CNN, Thu. 2/4/2021 7:00 PM, 60 min.) 0.636 million adults 25-54

4. CNN Tonight (CNN, Tue. 2/2/2021 10:00 PM, 60 min.) 0.627 million adults 25-54

5. Rachel Maddow Show (MSNBC, Thu. 2/4/2021 9:00 PM, 60 min.) 0.625 million adults 25-54

6. Rachel Maddow Show (MSNBC, Wed. 2/3/2021 9:00 PM, 60 min.) 0.622 million adults 25-54

7. Situation Room (CNN, Thu. 2/4/2021 6:00 PM, 60 min.) 0.608 million adults 25-54

8. Rachel Maddow Show (MSNBC, Mon. 2/1/2021 9:00 PM, 60 min.) 0.608 million adults 25-54

9. Anderson Cooper 360 (CNN, Tue. 2/2/2021 8:00 PM, 60 min.) 0.601 million adults 25-54

10. Rachel Maddow Show: Fallen Officer Sicknick Lies In Honor (MSNBC, Tue. 2/2/2021 9:00 PM, 60 min.) 0.590 million adults 25-54

12. Tucker Carlson Tonight (FOXNC, Mon. 2/1/2021 8:00 PM, 60 min.) 0.575 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research

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Winterble, Daugherty Discuss Dr. Seuss, Cancel Culture

“We lost a battle for sure,” Daugherty said. “Did we lose the war? I don’t know. I hope to heck not.”

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Photo by Evelyn Giggles CC BY 2.0.

After moving from the San Diego to Charlotte market last year, radio host Brett Winterble has quickly learned that the best way to attract listeners in the Tar Heel state is to forge a connection with college basketball. That’s why former North Carolina Tar Heel basketball coach Matt Daugherty is a frequent quest on The Brett Wintertble Show which airs on WBT AM in Charlotte. Daugherty was in studio again on Thursday, and while the pair did touch on sports topics, the main part of their conversation was devoted to Dr. Seuss and cancel culture in general.

”You look like a guy who read Dr. Seuss as a kid,” Winterble said to Daughtery. “My favorites growing up were, One Fish, Two Fish and of course the classic, Green Eggs and Ham. I read them and my kids read them, but now all of a sudden, they are too dangerous. Dr. Seuss has been banned. Our glorious monarch, King Joe Biden I has decreed that Dr. Seuss cannot be read at a celebration of Dr. Seuss Day. Five weeks ago they were just fine, but now they are too dangerous to even be sold on Ebay? What in the world is going on? Have we as conservatives lost the war?”

Winterble’s comments come after six of Theodor Geisel’s works are no longer going to be published due to racial stereotypes. Geisel wrote more than 60 other books under his popular pseudonym Dr. Seuss which will still remain in print, but that does not stop Winterble and Daugherty from claiming Dr. Seuss is a victim of cancel culture.

“We lost a battle for sure,” Daugherty said. “Did we lose the war? I don’t know. I hope to heck not.”

Winterble makes the comparison to other items sold on Ebay, but yet six Dr. Seuss books are banned.

“You can go on there and buy a poster of a certain political leader that ruled Germany in the 30’s and 40’s (Hitler), but Dr. Seuss is too dangerous? You can go on there and buy polyurethane items that should only be used in the hushed tones of the bedroom and yet people find Dr. Seuss objectionable? What’s next?”

Daugherty worries that cancel culture will eventually cross over into the world of sports.

“I think we will eventually start erasing players from the Hall of Fames,” he said. “Now of course, there were some scoundrels, particularly in baseball, but you can’t just erase that history. You can learn from it, but you can’t remove it.”

“I love working with young people,” Daugherty continued. “I always tell them to stand up for what you believe in, but to be a good leader, you also have to be able to listen. It seems we have lost that art of debate. We see plenty of argument, but people rarely make a point and then take the time to listen to the other side. If you can do that, you learn something. A lot of it has to do with dialogue happening over social media instead of face-to-face. 50 percent of communication is body language. You can’t see that on Twitter. It’s so much easier to cancel someone or throw out zingers if you can’t look them in the eye and see how much it hurts them.”

Winterble agrees and also urges open discussion if something is considered offensive or harmful.

“People have their identity so wrapped up in whatever issue it is, that when someone attacks the issue, it feels like they are attacking the person. There is some value in all of these things (like the Dr. Seuss controversy), but the default position should not be to rage quit and erase everything.”

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FOX News Leads Cable News Ratings Thanks to Trump CPAC Speech

FNC was most assisted on Sunday Feb. 28 with its live broadcast of Donald Trump’s speech at the Conservative Political Action Conference (CPAC) from Orlando, Fla.

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For the final week of February 2021, Fox News Channel accomplished a feat it has not done since the final week of October 2020 — topping all of cable news in both total viewers AND the key demographic of adults 25-54. It is a position FNC had long been familiar pre-2020 election. For the week ending Feb. 28, Fox News averaged 1.388 million viewers and 222,000 adults 25-54 in total day (6 a.m. to 5:59 a.m.) data from Nielsen Media Research; for prime time (Feb. 22-27 @ 8-11 p.m. and Feb. 28 @ 7-11 p.m.), FNC drew 2.478 million viewers and 376,000 adults 25-54. Each of those total-viewer marks were tops on all of cable; their total day 25-54 performance also leading cable.

FNC was most assisted on Sunday Feb. 28 with its live broadcast of Donald Trump’s speech at the Conservative Political Action Conference (CPAC) from Orlando, Fla. It generated the network’s highest 5PM ET hour ever on a Sunday among total viewers with 5.74 million total viewers and 966,000 in the 25-54 demo. The pre and post programs that bookended the speech also benefited: “America Reports” with John Roberts and Sandra Smith scored 3.15 million viewers and 501,000 with 25-54 in the 4PM ET hour; “The Big Sunday Show” at 6PM ET notched 3.72 million viewers and 708,000 with 25-54 demo.

CNN, the usual Sunday prime time cable news leader, took a backseat to Fox News on the night of Sunday Feb. 28. FNC continued its positive ratings wave from the late afternoon with “Life, Liberty & Levin” at 8PM ET having drawn 2.25 million viewers and 334,000 in the 25-54 demo. “The Next Revolution” with host Steve Hilton at 9PM ET delivered 1.88 million viewers and 351,000 in the 25-54 demo for its exclusive interview with Trump, topping CNN’s just-renewed “Stanley Tucci: Searching for Italy” (1.32 million viewers/286,000 adults 25-54). within the hour.

MSNBC was the week’s respectable No. 2 cable network in total day (1.166 million) and prime time (1.967 million). Despite FNC’s recent return to the lead cable network spot, MSNBC still managed to win the entire month of February 2021, averaging 1.4 million viewers in total day (vs. Fox News’ 1.3 million and CNN’s 1.2 million). It is MSNBC’s first time ever as the most-watched network on cable (not just cable news) for one full calendar month.

Boosted by the second Trump impeachment trial and up-to-date COVID-19 information, MSNBC’s live breaking news coverage drew 1.53 million total viewers during their dayside slot of 9am-4pm ET (vs. CNN’s 1.52 million and Fox News’ 1.4 million); also, the top viewer figure in all of cable.

Here are the cable news averages for Feb. 22-28, 2021 — the total viewer figures were cable’s three best marks for the week in both total day and prime time:

Total Day (Feb. 22-28 @ 6 a.m.-5:59 a.m.)

  • Fox News Channel: 1.388 million viewers; 222,000 adults 25-54 
  • MSNBC: 1.166 million viewers; 159,000 adults 25-54
  • CNN: 0.909 million viewers; 201,000 adults 25-54

Prime Time (Feb. 22-27 @ 8-11 p.m.; Feb. 28 @ 7-11 p.m.)

  • Fox News Channel: 2.478 million viewers; 376,000 adults 25-54
  • MSNBC: 1.987 million viewers; 283,000 adults 25-54
  • CNN: 1.295 million viewers; 298,000 adults 25-54

Top 10 most-watched cable news programs (and the top CNN program and its associated rank) in total viewers:

1. Special Report “Trump Speaks at CPAC” (FOXNC, Sun. 2/28/2021 4:47 PM, 94 min.) 5.736 million viewers

2. The Big Sunday Show (FOXNC, Sun. 2/28/2021 6:21 PM, 39 min.) 3.720 million viewers

3. Rachel Maddow Show (MSNBC, Wed. 2/24/2021 9:00 PM, 60 min.) 3.468 million viewers

4. Rachel Maddow Show (MSNBC, Mon. 2/22/2021 9:00 PM, 60 min.) 3.463 million viewers

5. Tucker Carlson Tonight (FOXNC, Thu. 2/25/2021 8:00 PM, 60 min.) 3.407 million viewers

6. Tucker Carlson Tonight (FOXNC, Mon. 2/22/2021 8:00 PM, 60 min.) 3.343 million viewers

7. Rachel Maddow Show (MSNBC, Tue. 2/23/2021 9:00 PM, 60 min.) 3.329 million viewers

8. Tucker Carlson Tonight (FOXNC, Tue. 2/23/2021 8:00 PM, 60 min.) 3.298 million viewers

9. Rachel Maddow Show (MSNBC, Thu. 2/25/2021 9:00 PM, 60 min.) 3.238 million viewers

10. America Reports (FOXNC, Sun. 2/28/2021 4:00 PM, 47 min.) 3.148 million viewers

63. Cuomo Prime Time (CNN, Mon. 2/22/2021 9:00 PM, 60 min.) 1.825 million viewers

Top 10 cable news programs (and the top CNN program and its associated rank) among adults 25-54:

1. Special Report “Trump Speaks at CPAC” (FOXNC, Sun. 2/28/2021 4:47 PM, 94 min.) 0.966 million adults 25-54

2. The Big Sunday Show (FOXNC, Sun. 2/28/2021 6:21 PM, 39 min.) 0.708 million adults 25-54

3. Tucker Carlson Tonight (FOXNC, Thu. 2/25/2021 8:00 PM, 60 min.) 0.572 million adults 25-54

4. Rachel Maddow Show (MSNBC, Mon. 2/22/2021 9:00 PM, 60 min.) 0.538 million adults 25-54

5. Rachel Maddow Show (MSNBC, Wed. 2/24/2021 9:00 PM, 60 min.) 0.513 million adults 25-54

6. Tucker Carlson Tonight (FOXNC, Mon. 2/22/2021 8:00 PM, 60 min.) 0.501 million adults 25-54

7. America Reports (FOXNC, Sun. 2/28/2021 4:00 PM, 47 min.) 0.501 million adults 25-54

8. Hannity (FOXNC, Thu. 2/25/2021 9:00 PM, 60 min.) 0.499 million adults 25-54

9. Rachel Maddow Show (MSNBC, Tue. 2/23/2021 9:00 PM, 60 min.) 0.491 million adults 25-54

10. Tucker Carlson Tonight (FOXNC, Tue. 2/23/2021 8:00 PM, 60 min.) 0.486 million adults 25-54

12. Anderson Cooper 360 (CNN, Mon. 2/22/2021 8:00 PM, 60 min.) 0.445 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research

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BNM Writers

Stay Out of the Swamp and Focus on Local Stories Worth Telling

If push comes to shove, we can leave the latest Biden gaffe to our syndicated friends, and superserve our market in a way that they will remember well beyond the word “COVID”.

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As many talk radio hosts around the country settle into a new role as the pushback against a new administration in charge in Washington D.C., it is important to not get caught up in the “swamp-talk” on a daily basis. 

Donald Trump provided four years of daily, dramatic content for local and national hosts. And for many it worked, because it’s what people wanted to talk about around the water cooler. Despite all of Joe Biden’s policy failures thus far, he’s not nearly as compelling an individual to cover. Heck, he hasn’t even done a press conference with the media since Inauguration Day. 

Meantime, due to the ongoing COVID-19 pandemic the issues our listeners are facing in our backyard have become all the more pressing. And no issue appears to be hitting home more for my audience than the inability of too many schools to not fully re-open. 

Despite study after study showing that there is very minimal transmission of COVID-19 in classrooms, too many students have been held hostage by the teacher’s unions, local school boards and, yes, the new administration.

But so much of this issue is local to a city or a region because of how each district is handling things differently. For the last several weeks, I have been updating my audience in Kansas City as to the latest around what schools are doing, how they’re planning, and if/when they will be opening back up. 

Every day it feels like I could do a four-hour show on opening up our schools with the amount of phone/text/tweet traffic we get when discussing this topic. Parents have had enough and they are seeing through the charade. 

But rather than simply listening to parents complain all morning, which certainly has its purpose, but can get repetitive, I’ve taken the approach of doing our best to find new angles to this issue each day. Both Missouri and Kansas are advancing bills through the legislature to provide more school choice for parents. This is becoming more and more popular in urban, suburban and rural settings. Where do these bills stand and what do they accomplish? 

It might seem wonky, but with how desperate so many parents are to get their kids back to learning in the short term, and then wondering how to remedy their own situation in the long term, this is when the show can stand out in sharing information, entertaining, opinion, analysis and reaction.

That’s led to conversations with the lawmakers in both states to discuss where their bills are in the process and where they’re headed. 

It also helped create a segment that became our most listened to interview of the past week. It was an interview with a Kansas City, Missouri school board member who is opposed to opening in-person learning. It was a strong conversation with a bantering back and forth of ideas and perspective, never getting nasty, which led to a segment that received a ton of feedback.

So as we continue to navigate a new administration in Washington D.C., playing “watch dog” is an important part of the job that the listeners expect.

But the unique nature of the moment with COVID-19 provides us with so much original content that is frustrating our listeners, who are parents (oh, and likely in-demo listeners I might add!), holding back communities and doing short and long-term damage. So if push comes to shove, we can leave the latest Biden gaffe to our syndicated friends, and superserve our market in a way that they will remember well beyond the word “COVID”. At least I sure hope so.

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