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Looking at just the regular programming for last week, things didn't change much in the weekly average ratings. FOX had the highest average number of Adults 25 - 54 in all three prime time slots. But that doesn't tell the whole story... during the 9PM and 10PM hours, MSNBC only ran regular programming during Monday - Thursday. CNN only ran regular programming on Monday, Tuesday, and Friday during the 9PM and 10PM hours. One other note about the 9PM hour on CNN... Larry King was off. The guest hosts for the week were Glenn Beck, Joy Behar, and Kathy Griffin.
CNN premiered the second and third installments of their Black In America series on Wednesday and Thursday nights. The program ran from 9PM - 11PM each night and did very well in the ratings. Below are the Wednesday and Thursday night averages for both the Adult 25 - 54 demo and total average viewers. The last column lists the two day average for the same time slots. Note that FOX and MSNBC ran regular programming both nights.
| Adults 25-54 | Total Viewers | Adults 25-54 | Total Viewers | Adults 25-54 | Total Viewers | |
| FOX | 409,500 | 1,545,000 | 421,500 | 1,690,500 | 415,500 | 1,617,750 |
| CNN | 966,000 | 2,128,000 | 1,210,000 | 2,565,000 | 1,088,000 | 2,346,500 |
| MSNBC | 212,000 | 623,500 | 202,500 | 538,500 | 207,250 | 581,000 |
CNN not only won in the time slot in both the demo and the total number of viewers each night, but for the two day average 46% of the total average viewers were within the key demographic.
I also found some other interesting notes about the programs in two Broadcasting & Cable articles. Here are the excerpts:
The documentary series premiered in April to coincide with the 40th anniversary of the murder of Martin Luther King Jr. The first installment, Eyewitness to Murder, was a re-examination of that event and drew 1.2 million viewers, 438,000 of them in news' key demographic of 25- to 54-year-olds.
The accompanying Black in America Web site racked up more than 2.4 million page views since July 22, while iReport.com’s Black in America assignment generated more than 700 user videos with 67 of them posted since Wednesday night’s telecast.
With a two-night average of 2.3 million total viewers and 1.1 million viewers in news' key demo of 25- to 54-year-olds, Black in America is among the top 10 documentaries on CNN since 2001.
1 3 day average. CNN Black In America special programming excluded (Wednesday & Thursday).
2 4 day average. MSNBC Friday special programming excluded.
^ Courtesy Nielsen Media Research; Demographics where noted; Live + Same Day (LS) Fast Track Nationals.
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