While CNN overall continues to trail cable news rival Fox News Channel by a wide margin, Variety Senior TV Editor Brian Steinberg reports that one anchor, Brooke Baldwin, appears to be gaining traction in the ratings.
Baldwin’s daytime show moved from Atlanta to New York last summer, and Steinberg writes that “the move appears to have made a difference. In the first quarter of 2015, her two-hour edition of “CNN Newsroom” saw its overall viewership improve by 22%, according to Nielsen, while her audience in the demographic most coveted by advertisers in news programming, people between 25 and 54, rose 26%.”
Baldwin appears to be tapping into the cultural zeitgeist, with Seth Rogen recently tweeting about her — a tweet that was heavily retweeted — and “Saturday Night Live” lampooning her.
“More seriously, Baldwin is doing what much of CNN cannot,” Steinberg writes. “On select occasions, her program has notched more viewers between 25 and 54 than the shows opposite her on Fox News Channel. In January, Baldwin’s “CNN Newsroom” averaged 178,000 viewers in that category in both the 2 p.m. and 3 p.m. hours, according to Nielsen, compared with 165,000 for the first hour at Fox News and 161,000 for the second.”
A carriage dispute between Fox and Dish may have played a role in that achievement back in January, but Baldwin repeated the feat in the last full week of March, topping the hours hosted by Fox’s Gretchen Carlson and Shepard Smith for three consecutive days, Steinberg reports.
We encourage you to click on the link near the top of this story to read Steinberg’s in-depth report.