FOX CONTINUES TO SHOW THAT OFFERING LIES WILL EVENTUALLY BACKFIRE

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The Fox channel viewer ratings tell the whole story.

You may be aware that all TV network’s ad revenue numbers are determined each season after their viewer ratings have been published.

You may also recall that I have many times predicted that at some point, the American viewing public will eventually get fed-up with all the untruths that are offered up by the Fox News cable network.  Now that the latest ratings have been published, the “proof-is-in-the-pudding”.

The overall US TV rating have just been published, and Fox in Prime-Time took the biggest hit of all the broadcast and cable networks.  This will have a devastating effect on the Fox ad future revenues.  CNN will also take a big hit as their overall numbers were down there with Fox.

The telling point of this issue is when you seriously look at the average age demographic for each of the different networks.

Fox’s Bill O’Reilly took the biggest hit at Fox as his rating dropped in double digits.  Sean Hannity also had the lowest numbers in his time slot and Megyn Kelly’s Prime-Time slot failed to improve on Fox’s ratings.

These ratings say that about 25% of Fox’s audience has dissolved across every demographic group in every time slot.

MSNBC was down the least of all the cable news networks. They lost a relatively insignificant 5% of total viewers, but they saw significant increases for their Morning Joe show, as well as for Chris Hayes and Rachel Maddow in primetime.

Rush Limbaugh has been losing US radio stations in droves.  I have been saying for years that if you take away the truck drivers and traveling sales personnel that listen to Rush, and those older, white seniors that watch Fox, both of these communication venues would just naturally disappear.

Here are the details of why Fox is doing so poorly:

Fox News has always had the oldest viewing audience in cable news. With a median age of 68.8 years, Fox's audience is over six years older than either CNN or MSNBC.  It's even worse for their top rated program (O'Reilly) who's average viewer age is over 72 years old.  Fox’s “Great Blonde Hope”, Megyn Kelly, was specifically brought on to draw younger viewers.  But her show also exceeded Fox's average with Megyn's typical viewer being over 70 years old.  As these viewers continue passing away, there is no younger demographic group striving to replace them.

By looking at the audience composition for these three cable news networks, it shows that Fox's total audience has a pitiful 20% of the 25-54 age group,  This is the number 1 group favored by the advertisers. It's even worse for the Fox prime-time schedule where only 15% fall into that group. That compares to CNN with 30%/35% respectively, and MSNBC with 31%/28%. In other words, CNN and MSNBC draw 50% more total viewers in the younger demos, and they double Fox's ratio in primetime.

On top of all this, after shooting themselves in the right foot, Fox then cocks the gun and shoots themselves in the left foot!  They did this by insulting their own largest viewer bloc.

Recently, Fox’s regular political pundit, Karl Rove, launched an attack on Hillary Clinton with vile inferences that she is "old and stale" or perhaps even brain damaged. Expressing such open contempt and be-littling older persons for not being effective leaders is not the way to ingratiate oneself with the senior citizens that make up your base audience.

Obviously, Fox is not satisfied with alienating African-Americans, Latinos, women, youths, the middle-class and union workers.  And let’s not forget their alienating most of America's liberals and moderates. Now they are aiming to narrow their appeal even more by driving away the last remnants of their largest audience of senior citizens.

So, Mr. Murdoch and Mr. Ailes, please keep up all your good work at Fox News.

Copyright G.Ater  2015