The late-summer television slump deepened significantly as the fall television season approached, resulting in a remarkably slow month for news broadcasters across the board. According to Nielsen big data and panel metrics, September proved to be an even more challenging period for viewership than August, with all three major cable news networks recording consistent month-to-month losses. These declines affected total viewers and the coveted Adults 25-54 demographic across both primetime programming and total day tracking.
While Fox News comfortably maintained its position as the most-watched cable news network overall, the broader industry downturn pulled its primetime total viewership figures below the critical two million mark for the first time in a while. Meanwhile, a razor-thin margin emerged further down the ratings ladder, as CNN’s historically comfortable second-place advantage in the key demographic nearly evaporated entirely. A mere one thousand viewers separated CNN from competitor MS NOW in the vital advertising metric, signaling an increasingly tight and competitive landscape among the trailing networks.
Fox News
Despite retaining its industry-leading position in total viewers during total day and remaining a dominant force overall, Fox News experienced sharp declines when compared against both the previous month and the same period in the previous year. Nielsen big data and panel figures indicate that the network secured 1.717 million total viewers during primetime in September, alongside 156,000 viewers within the critical Adults 25-54 demographic. When looking at total day performance, the network drew 1.112 million total viewers and averaged 106,000 viewers in the demo.
These numbers reflect a noticeable downward trajectory when evaluated against the network’s performance in August. During primetime, Fox News saw its total viewership drop by 19 percent, while its Adults 25-54 demo audience contracted by 17 percent. The losses continued across total day programming, where the network fell 18 percent in total viewers and 11 percent in the key demographic compared to the previous month.
The year-over-year comparisons reveal an even steeper adjustment for the network. When measured against September of the previous year, Fox News experienced a 32 percent decline in total viewers and a 44 percent drop in the demo during primetime. Across total day metrics, the network was down 31 percent in total viewers and 40 percent in the demographic category compared to the same month twelve months prior.
Within the broader spectrum of all cable networks, Fox News finished the month of September in second place for total viewers and third place in the demo during primetime. However, during total day broadcasting, the network successfully retained its first-place ranking in total viewers while landing in the second-spot position for the demographic.
MS NOW
MS NOW occupied the second-place position among dedicated news networks in total viewers for both primetime and total day hours, drawing 839,000 and 544,000 viewers respectively over the course of September. Within the Adults 25-54 demographic, the network pulled in 79,000 viewers during primetime and maintained an average of 52,000 viewers during total day programming.
Like its competitors, MS NOW could not entirely escape the late-summer ratings slide, posting month-to-month decreases across several categories. Compared to its performance in August, MS NOW experienced an 11 percent drop in total viewers and a 6 percent decline in the A25-54 demo during primetime hours. The total day metrics similarly trended downward, registering a 9 percent decrease in both total viewers and the key demographic compared to the prior month.
However, a different story emerged when examining the network’s year-over-year standing. When compared to its performance in September of the previous year, MS NOW managed to achieve modest growth, rising 4 percent in total viewers and 14 percent in the demo during primetime hours. Furthermore, the network posted year-over-year gains during total day, increasing its total viewership by 7 percent and improving its demo numbers by 16 percent.
When evaluated against the wider landscape of cable television as a whole, MS NOW finished September as the number three cable network during both primetime and total day periods among total viewers. In the Adults 25-54 demographic, the network placed 13th during primetime and finished in 11th place during total day hours.
CNN
CNN continued to face a challenging ratings environment through September, finishing the month with diminished figures across its major dayparts. During primetime hours, the network averaged 539,000 total viewers accompanied by 90,000 viewers in the A25-54 demographic. Looking at total day measurements across the full twenty-four-hour cycle, CNN captured 373,000 total viewers along with 53,000 viewers in the key demo.
The month-to-month comparisons highlight the broader slowdown impacting the channel alongside its competitors. Compared to August, CNN saw its primetime audience slide by 14 percent in total viewers and 17 percent in demo viewers. The total day performance suffered a similar fate, falling 15 percent in total viewers and dropping 20 percent in the demographic category.
Year-over-year metrics presented a mixed picture for the network. When measured against September of the previous year during primetime, CNN experienced a modest 1 percent decline in total viewers, yet managed to secure a 3 percent increase in the demographic. However, the total day figures showed a downward trend compared to the previous year, sliding 7 percent in total viewers and falling 15 percent in the demo.
Within the broader competitive ecosystem of all cable networks, CNN finished September in fifth place during primetime and fourth place during total day for total viewership among all cable channels. In the Adults 25-54 demographic, the network ranked 11th during primetime and finished 10th during total day programming, rounding out a quiet month for the entire cable news sector as audiences awaited the traditional return of heavier political and news cycles in the fourth quarter.
