Presumably these are not the headlines CNN was hoping for two weeks in.January’s cable ratings numbers reveal that Piers Morgan, CNN’s much-heralded replacement for Larry King, is currently averaging ratings, in both average viewership and in the adults 25-54 demo, below what King was bringing last January.
In the last two weeks Morgan has average 978,000 total viewers with 279,000 in the 25-54 demo. During the same time period last year, Larry King averaged 989,000 viewers with 290,000 in the 25-54 demo.
It’s worth it to note that in terms of news last January was dominated by Haiti coverage, which benefited CNN’s ratings across the board boosting it above MSNBC.
It’s probably also worth noting (again) that Morgan has only been on the air for two weeks, though if the numbers were different believe me that wouldn’t matter.
In CNN’s press release yesterday they noted that these numbers represent a 50% increase compared to CNN’s 9pm 4th quarter average among total viewers (654k) and 65% more in adults 25-54 (169k). So despite the year over year drop Morgan is still doing better than King in his last few months
They also note, in what could be fairly described squeezing the lemon for some lemonade, that Morgan topped MSNBC’s The Rachel Maddow show since launch among younger 18-49 viewers (217k vs. 198k). Though that makes sense in so far as Kim Kardashian and Howard Stern are probably more appealing to the younger set than say whatever political wonk Maddow has on.
Speaking of Howard Stern, he had not nice things to say about Piers on his radio show earlier this week:
“The ratings on that were so low that he was beaten by a cable cooking show…And I told Piers this, ‘Like stop going around bragging like you’re gonna be the next Barbara Walters, or something.'”
Snap! Maybe Morgan will ask Barbara what she thinks about that when she shows up on his show tonight.
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