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Now it's NBC's Brian Williams who's hurting (record low ratings)
MediaLifeMagazine ^ | 5/17/07 | Toni Fitzgerlald

Posted on 05/17/2007 5:48:47 PM PDT by LdSentinal

Lost amid the hoopla over the declining viewership for Katie Couric’s newscast has been a perhaps even more surprising development: The nightly news at her old network isn’t doing so well, either.

A week after Couric’s “CBS Evening News” dipped to its worst viewership ever, NBC’s “Nightly News with Brian Williams” matched its worst viewership among adults 25-54 in at least the past 20 years, since Nielsen began using people meters in 1987.

“Nightly” averaged 2.18 million 25-54s last week, the week ended May 13. The newscast also saw its total viewers average slide to its lowest point in months, 7.16 million.

That’s a 15 percent decline compared with the same week a year ago. By comparison, ABC’s “World News with Charles Gibson,” which finished first with an average 7.91 million viewers, was up 8 percent over the same time last year.

There’s likely no one reason for the slide, but it’s notable because NBC had been on top for years, up until Gibson began moving ahead three months ago.

Certainly part of NBC's slide could be the overall dip in TV viewership that's spreading across primetime and other dayparts. That's seen a number of top-rated programs, including NBC’s “Today,” decline.

But it could also be signaling a longer-term shift in viewing from the networks' nightly news shows.

The backbone of that audience has long been older viewers, those over 50. They've been the least inclined to follow younger people to cable and the internet and other new media options. But they might now be doing so.

Year to date, NBC’s newscast is down 6 percent in total viewers and CBS is down 5 percent. ABC is up 3 percent.

Yet even ABC is struggling with the viewers who matter most, those 25-54s, and last week Gibson too was near a record low.

One final reason for NBC's dip could be a lingering backlash over the network's use of footage of Virginia Tech shooter Seung Hui Cho’s final diatribe last month. The decision to air the footage was met with some public outrage, followed by weeks of debate over whether the network made the right move. Journalists agreed that it had, but the general public was more divided.

Though such things are rarely reflected so quickly in the ratings, NBC’s telecast has dipped a lot in the past few weeks; it usually takes the nightly news shows months to see any sort of up or down trend.

In the past two weeks, “Nightly” has gone from 7.89 million total viewers the week ended April 29 to 7.16 million last week, a difference of 730,000. ABC and CBS were both down fewer than 300,000 in that span.


TOPICS: Business/Economy; News/Current Events
KEYWORDS: bias; ccrm; liberal; nbc

1 posted on 05/17/2007 5:48:49 PM PDT by LdSentinal
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To: LdSentinal

Gravitaslessness is the kiss of death in that profession. ...and both Couric and Williams got it bad.


2 posted on 05/17/2007 5:51:46 PM PDT by Mr. Mojo
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To: LdSentinal

Maybe there is a reason for low ratings. I wonder if the programming geniuses have thought of that.


3 posted on 05/17/2007 5:52:26 PM PDT by FreePaul
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To: LdSentinal
One final reason for NBC's dip could be a lingering backlash over the network's use of footage of Virginia Tech shooter Seung Hui Cho’s final diatribe last month.

Whoops..

4 posted on 05/17/2007 5:53:48 PM PDT by AppyPappy (If you aren't part of the solution, there is good money to be made prolonging the problem.)
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To: LdSentinal

The long-term hypnogas shots are wearing off that the networks working with the teachers’ unions injected into senior citizens while they were still in high school.

Suddenly they wake up one evening and say, “What? What? Why am I sitting here watching this junk?”

They should have used another 5 cc.


5 posted on 05/17/2007 5:58:19 PM PDT by Cicero (Marcus Tullius)
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To: Mr. Mojo

Yep. Williams acts like a sissy.


6 posted on 05/17/2007 6:01:37 PM PDT by Loyal Buckeye
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To: LdSentinal

NBC sucks, period.


7 posted on 05/17/2007 6:05:08 PM PDT by South40 (Amnesty for ILLEGALS Is A Slap In The Face To The USBP!!)
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To: LdSentinal
There’s likely no one reason for the slide...

The main reason for declining viewership is their viewers are dying off with the WWI vets.

8 posted on 05/17/2007 6:20:53 PM PDT by stevem
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To: Cicero

LOL. Hi-larious!


9 posted on 05/17/2007 7:15:00 PM PDT by MNnice (Da ma Dakota)
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To: LdSentinal
Photo Sharing and Video Hosting at Photobucket
10 posted on 05/17/2007 7:16:04 PM PDT by rbosque
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"Prior to his broadcasting career, Williams worked in the White House during the Carter administration, beginning as a White House intern."
11 posted on 05/17/2007 7:40:11 PM PDT by Milhous (There are only two ways of telling the complete truth: anonymously and posthumously. - Thomas Sowell)
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To: LdSentinal

Maybe people with HD TV can’t take the way Brian Williams leans into the camera. It’s got to look like he’s about to come through the screen. It’s bad enough on regular tv.


12 posted on 05/17/2007 7:42:06 PM PDT by small voice in the wilderness ( Bumper sticker idea: Hillary/Obama Nation '08. Let the desolation begin)
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Evening News Viewership, All Networks


13 posted on 05/17/2007 7:42:31 PM PDT by Milhous (There are only two ways of telling the complete truth: anonymously and posthumously. - Thomas Sowell)
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To: LdSentinal

I don’t know about you, but I’ve never been able to trust any news anchor whose nose is sideways.


14 posted on 05/17/2007 7:44:14 PM PDT by Colonel_Flagg (Glory, glory ManUSA!)
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To: LdSentinal

I watched a few minutes of NBC the other night, and it was totally anti-American propaganda. I flipped by tonight, and they had a segment about how US troops are issued defective body armor. It was so slanted I couldn’t make it all the way through. I think their declining viewership is a reaction against their total anti-American agenda. Apparently, NBC/MSNBC has decided pandering to the far left is the way to go. I hope it kills them.


15 posted on 05/17/2007 7:47:21 PM PDT by ozzymandus
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To: LdSentinal

Boo hoo to Brian and Katie. We’ll miss them (not).


16 posted on 05/17/2007 7:50:34 PM PDT by zerosix (Native Sunflower)
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To: Milhous

The graph is severely distorted by the scale, but it’s still 50% in 25 years.

Network creeps here this: YOU ARE NOT TRUSTWORTHY.


17 posted on 05/17/2007 7:52:28 PM PDT by Petronski (Ron Paul will never be President of the United States.)
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To: LdSentinal
That’s a 15 percent decline compared with the same week a year ago. By comparison, ABC’s “World News with Charles Gibson,” which finished first with an average 7.91 million viewers, was up 8 percent over the same time last year.

There’s likely no one reason for the slide, but it’s notable because NBC had been on top for years, up until Gibson began moving ahead three months ago.

Other than the fact that, unlike Couric and Williams, Gibson does not feel the need to continuously and gratuitously crap on conservatives.

18 posted on 05/17/2007 7:56:10 PM PDT by writmeister
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To: LdSentinal
Foo bucking hoo. My heart is breaking.
19 posted on 05/17/2007 7:56:35 PM PDT by Comus (There is no honor in dying with your sword sheathed)
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To: writmeister

Brian Williams always gives me the feeling that he’s a man who is desperate to have people not find out how stupid he really is.


20 posted on 05/17/2007 7:59:49 PM PDT by AmishDude (It doesn't matter whom you vote for. It matters who takes office.)
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To: writmeister

Brian Williams always gives me the feeling that he’s a man who is desperate to have people not find out how stupid he really is.


21 posted on 05/17/2007 7:59:56 PM PDT by AmishDude (It doesn't matter whom you vote for. It matters who takes office.)
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To: Petronski

“HERE THIS?”

Achhhh!

Of course, that should be “hear this!”


22 posted on 05/17/2007 8:04:29 PM PDT by Petronski (Ron Paul will never be President of the United States.)
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To: stevem
“Nightly” averaged 2.18 million 25-54s last week, the week ended May 13. The newscast also saw its total viewers average slide to its lowest point in months, 7.16 million.

Hmmmmmmmmmmm. Let's see...total viewership of 7.16 million, of which 2.18 million was 25-54. Since "Nightly's" viewership among the under 25 demographic is approximately zero, that means that roughly 70% of their audience is over 55.

That's a viewership profile that's doomed to fail over the long run.

23 posted on 05/17/2007 8:06:30 PM PDT by okie01 (The Mainstream Media: IGNORANCE ON PARADE)
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To: AppyPappy
a lingering backlash over the network's use of footage of Virginia Tech shooter Seung Hui Cho’s final diatribe last month.

About time these media clowns had to pay the piper for something.

24 posted on 05/17/2007 8:09:05 PM PDT by no_lectures_please
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To: Petronski
The graph is severely distorted by the scale

Last year that chart bottomed out at 25 million. Provided our friends over at network news continue their good work to set the bar ever lower we may eventually see to a distortion free chart that bottoms out at 0.
25 posted on 05/17/2007 8:16:28 PM PDT by Milhous (There are only two ways of telling the complete truth: anonymously and posthumously. - Thomas Sowell)
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To: Milhous

IMHO, all such graphs should bottom at zero and have an arbitrary timescale, rather than a cherrypick.

Nonetheless, the point is still obvious: the DinoMedia is dying.


26 posted on 05/17/2007 8:19:34 PM PDT by Petronski (Ron Paul will never be President of the United States.)
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To: LdSentinal

Bill O’Reilly has been saying for a while now NBC news is falling through the floor, because of their incredible liberal bias and disrespect for the troops.


27 posted on 05/17/2007 8:47:59 PM PDT by I still care ("Remember... for it is the doom of men that they forget" - Merlin, from Excalibur)
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To: Petronski
have an arbitrary timescale, rather than a cherrypick.

The Project for Excellence in Journalism probably uses 1980 as an origin because they started collecting data in 1980. IMHO backfilling data prior to 1980 would show a absolute maximum at a point where only three networks held a virtual television monopoly then show a monotonically decreasing viewership thereafter.
28 posted on 05/17/2007 9:23:21 PM PDT by Milhous (There are only two ways of telling the complete truth: anonymously and posthumously. - Thomas Sowell)
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To: Milhous

Okay. I’m sold. Good post.


29 posted on 05/17/2007 9:28:36 PM PDT by Petronski (Ron Paul will never be President of the United States.)
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To: AmishDude

I agree.


30 posted on 05/18/2007 4:41:43 AM PDT by writmeister
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To: LdSentinal

Couldn’t happen to a nicer bunch.... thanks, you’ve brightened my day...


31 posted on 05/18/2007 4:46:18 AM PDT by tje
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To: Milhous

LOL, seems that just about everyone in the old media worked for a democrat at one time or another.


32 posted on 05/18/2007 4:55:41 AM PDT by Tom_Busch (Karl Rove made me do it.)
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