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Adweek reported on Friday that for the week prior, according to Nielsen, the three top cable news channels -- Fox, CNN, and MSNBC -- continued to see a drop in viewership compared to prior to the election early last month. While Fox News is still blowing away its rivals (as it has done for the past two decades) with a 72% share of the prime-time audience, Adweek says, "MSNBC and CNN received below 20% of the share across both dayparts, a trend that has remained constant since Election Night." Among adults ages 25-54, CNN attracted 79,000 sets of eyeballs during prime time to 60,000 for MSNBC.
If the ratings news held a bright spot for MSNBC, it was that viewership dropped way less during the week of November 18th than it had the previous week, after morning hosts Joe Scarborough and Mika Brzezinski admitted they'd gone down to Mar-a-Lago to kiss Trump's ring. But overall, MSNBC viewership during prime time has dropped by 52 percent since November 5th.
Those dismal figures came on the heels of a report that Comcast is thinking of selling MSNBC (and Elon Musk has trolled that he's interested in buying it).
What's going on? It could just be a post-election ratings dip for the losing side. It's happened in previous elections, to both left- and right-leaning media. And this election loss was particularly disheartening to folks on the left. We'd seen this farce before, and we were sure the American people wouldn't want to live through it again -- and yet, here we are.
So folks are turning off the news on their TVs and the notifications on their phones -- for a couple of reasons. The Washington Post (free article at the link) quoted one MSNBC viewer as saying he thought the Monday-morning quarterbacking -- "the finger-pointing and bashing of the Democratic party" -- started way too soon.
Another viewer told WaPo that she's not interested in revisiting the Trump-as-president horror show right now: "'I just don't even want to know what kind of outrageous thing he's going to do,' she says. 'I'm resigned to, "He's going to do outrageous things, and we'll deal with it when he's gone."'"
I hear that. It seemed to me like the media pivoted way too easily, post-election, to listicles of reasons why Harris didn't win. I was not ready for that. I'm still not ready. And having lived through one Trump freak show, it's been hard for me to gin up more than an eyeroll over his Cabinet picks. I know he's going to do outrageous things. Do I need to know the particulars in breathless detail right now?
After all, the holidays are upon us. That means gift shopping and wrapping, cookie baking, holiday concerts, and all the rest. As for TV viewing, well, there's a lot of comfort TV on offer: Christmas rom-coms, Charlie Brown, and the Grinch. And hey, "Rudolph the Red-Nosed Reindeer" is celebrating its 60th anniversary by coming back to NBC this Friday. That sounds like must-see TV to me!
Does all that seem like escapism? I dunno. To me, it feels more like taking a breather.
Joe Biden is still president. The country's safe for another seven weeks. Anything can happen in seven weeks.
Not to say it will. But it could. 'Tis the season for miracles, after all.
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It seems unlikely to me that I was six years old (technically, a day shy of seven) when ol' Rudolph first flew on NBC. I've always thought I was a year or two younger than that. But I'm trusting the people who actually keep track of such things.
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These moments of bloggy denialism -- er, I mean news-breather blogginess -- have been brought to you, as a public service, by Lynne Cantwell. Stay safe!