CNN reported “its third-lowest overall quarter in prime-time total viewers in 23 years (since 1991),” despite a strong March performance driven by reporting on the missing Malaysia Airlines plane, reports TVNewser.
Compared with the year-earlier quarter, CNN’s total-day ratings were down 5% in total viewers and flat in the 25-54 demographic. In prime time, the network sank 16% in total viewers and 3% in the key news demo.
The quarter’s performance trailed only the second quarter of 2012 and the fourth quarter of 2013, the piece notes.
"Although CNN was down overall for Q1, the month of March produced strong ratings thanks to nonstop coverage of missing Malaysia Airlines Flight 370," the report adds. "The strong month propelled CNN past MSNBC into second place in the total-day and prime-time demo category. For the month, CNN averaged 655,000 total viewers and 231,000 A25-54 viewers in total day. In prime time, the network averaged 498,000 total viewers and 164,000 A25-54 viewers."
The first quarter of 2013 was the first when Jeff Zucker was in his then-new role as president of CNN Worldwide. During that period, Jake Tapper and the network boosted ratings in part with coverage of the Carnival Cruise disaster.