It might take some time for new anchors to gain rating traction on a network. It’s logical, given the need for new blood.
Anderson Cooper is far from a newcomer, especially at CNN. He’s been with the network since 2001, and since his on-the-ground coverage of Hurricane Katrina in 2005, he’s been one of the network’s stars — such as they may be at struggling CNN these days.
Now, his new Sunday show is being brutally defeated by a Fox News anchor who appears only on weekends and is best known for his firmly conservative, no-holds-barred radio punditry.
The much-touted “The Whole Story With Anderson Cooper” premiered on Sunday and got only 496,000 viewers, with 85,000 in the 25-54 demographic, according to Nielsen figures.
On Sundays from 8 p.m. to 9 p.m. Eastern time, Fox News’ “Life, Liberty, and Levin,” anchored by radio legend Mark Levin, drew 1,389,000 viewers and 99,000 in the 25-54 demographic.
While MSNBC’s “Mehdi Hasan Show” defeated CNN in overall viewers in the time slot, with 555,000, Cooper scored his lone clear victory over any of the cable news space’s big three by outperforming Hasan’s 35,000 in the coveted 25-54 demographic.
On the same night, Cooper’s unrecognized false news was defeated by deliberate fake news, and on a premium channel no less: John Oliver’s “Last Week Tonight” on HBO Prime drew 500,000 viewers, with 111,000 in the demographic.
Other programs outperformed Anderson Cooper’s new gig in terms of overall viewers on Sunday, albeit in different time slots.
“Reba” on Hallmark Channel (509,000 total viewers), a replay of “Mike and Molly” on TV Land (510,000 viewers), and a rebroadcast of English Premier League soccer on USA Network (515,000 viewers).
Because of the time difference between the United States and England, those matches will air at 9 a.m. Eastern on Sundays.
Yes, soccer from other countries — the sport Americans pretend to like in order to appear vaguely cosmopolitan — got more people out of bed on a weekend morning than Anderson Cooper could get to watch his new Sunday show during prime time when viewers are supposed to be wide awake and looking for something to watch.
CNN described the new Cooper show in a March news release as “a collection of unique and immersive single subject, one-hour episodes from CNN’s Emmy and Peabody Award-winning long-form storytelling team.” Publication in the media.
.@CNN’s Emmy and Peabody Award-winning longform storytelling team is coming to Sunday night with new and unique one-hour deep dives. #TheWholeStory with @AndersonCooper premieres Sunday, April 16 at 8pm ET/PT on CNN https://t.co/bvukCbLh8N pic.twitter.com/tuJutfsIw3
— CNN Communications (@CNNPR) March 23, 2023
“Powered by CNN’s unmatched global journalism operation, ‘The Whole Story’ goes behind the headlines, touching every continent and corner of the planet, as we bring our viewers into the heart of the essential stories of our time,” CNN chairman and CEO Chris Licht, who has been desperately trying to juice ratings at the network since he took over last year, said in a statement.
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The first episode was titled “The Trek: A Migrant Trail to America,” in which chief international security corresponded Nick Paton Walsh “embeds with a group of migrants on their arduous journey on foot through the Darien Gap, from South to Central America, on their way to seek asylum in the United States.”
Future episodes will include “What Happened to San Francisco?” — a liberal network apparently has to ask this question in a non-rhetorical manner — “Shaken: Baby Powder on Trial,” which will look at women who claim that talc baby powder marketed by Johnson & Johnson was a dangerous substance that caused their cancer,” and “Magic Mushrooms,” in which David Culver surveys the world of psilocybin, taking viewers through the myths, the medicine, and
So, you know, standard CNN fare.
Now, one show does not spell doom for Cooper’s new Sunday-night effort, but it comes at a time when the network’s never-ending reshuffles haven’t pushed it any closer to the political center or rating success.
When Licht took over as network CEO last year, after the pugnacious Jeff Zucker was forced out due to a merger involving CNN’s parent company, he signaled that the network would become less of an agitprop outlet and focus more on hard news, as it had back in the heady days when Larry King was the network’s closest thing to punditry and Wolf Blitzer’s beard was either well-dyed or not gray.
That hasn’t actually occurred. Moving commentator Don Lemon to CNN’s morning show, where he’s built up bad headlines for his contentious, diva-like relationship with his co-hosts and other staffers, appears to be Licht’s notion of a significant shakeup. This, along with Chris Cuomo’s resignation from the network, purportedly removed the commentators from prime time, yet there was no discernible improvement in the network’s coverage.
Meanwhile, overall ratings have been dismal. CNN’s average prime-time viewership in the 25-54 demographic fell to 84,000 viewers in mid-March, its lowest level since 1991; Fox News averaged 219,000 25-54 viewers in prime time during the same week.
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In terms of total average prime-time viewing across demographics, Fox News led all cable with nearly 2 million people, while CNN ranked 21st with 383,000.
In other words, Sunday’s ratings disaster was just the latest proof that rearranging the deck chairs on the Titanic isn’t going to cut it for CNN. But, given how few people trust the brand as it is, it’s tough to envision what might work — and I don’t believe Mark Levin is ready to abandon ship to assist Licht.
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