4:22 pm Nov. 28, 2012
Following recent disastrous headlines about a 20-year monthly ratings low, CNN has some positive numbers to spin based on its latest monthly audience measurements from the Nielsen Company.
The cable news network today is touting gains during the month of November, during which its overall daily programming roster saw its best monthly performance in over a year both among total viewers and those in the 25-to-54-year-old demographic favored by advertisers, according to a press release circulated this afternoon. It also had its best Monday-through-Friday prime-time performance in the 25-54 demo in over a year.
According to a statement from the network:
CNN had substantial growth in November increasing +59% in total day/total viewers (652k vs. 409k) and +98% in total day/demo 25-54 (241k vs. 122k) vs. a year ago. In weekday primetime, delivery increased by even more robust margins -- +72% in total viewers (1.254m vs. 729k) and +131% in the key demo 25-54 (494k vs. 214k). This represents CNN’s best monthly performance in total day in over a year among both total viewers and in the key demo 25-54 and in M-F prime among 25-54.
It should be noted that every network picks and chooses which stats to highlight and which to bury when it puts out releases like this, so these numbers don't tell the whole story. And there's no changing that story: CNN is in a kind of trouble that an up month can't fix. (And with the election, November should be an up month for CNN no matter how bad the longer trajectory looks.)
But for CNN, which for the most part has long been lagging far behind competitors Fox News and MSNBC, any ratings that qualify as being the "best in over a year" must feel like some kind of progress.
And they must seem like a glimmer of hope for CNN's presumptive new boss, former NBC chief Jeff Zucker, who, according to multiple reports filed Tuesday, is in the final stages of inking a deal to run the network.