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Tuesday, October 28, 2008

Ratings At A Glance

Ratings for the week OCTOBER 20 - 24, 2008

Campbell Brown Ed Henry Election Center CNN October 23, 2008
Adults 25-54
Larry King Live CNN October 23, 2008
Adults 25-54
John King Anderson Cooper AC360 CNN October 23, 2008
Adults 25-54

Nothing is for certain when it comes to day by day ratings. The end results for this week are very similar to past ratings performances with FOX having the top average Adults 25 - 54 demographics for the 8PM and 9PM hours and CNN winning the 10PM hour. But a closer look reveals that during 8PM and 9PM hours MSNBC won the demo in those timeslots on both Tuesday & Friday. CNN slipped to 3rd in both timeslots all five nights except for Tuesday night at 9PM when it came in second.

During the 10PM hour, CNN had the highest demo ratings three nights, but FOX came out ahead on both Wednesday and Thursday night.

^ Courtesy Nielsen Media Research; Demographics where noted; Live + Same Day (LS) Fast Track Nationals.

CNN recently released this press release about their ratings...

  • CNN is #1 at 10p in 2008 Among Adults 25-54
  • CNN has the Most Growth in Prime Time During October
  • CNN Tops FNC at 3, 4, 5, 10 and 11p in 25-54
  • HLN Grows by Double-Digits Every Hour in Total Viewers and the Demo
  • Breaks Multiple Records in September

Year to date, Anderson Cooper 360 remains the #1 show at 10p among cable news networks with 461k in 25-54, 4% ahead of On The Record's 443k and 77% ahead of MSNBC's Countdown replay (260k).

In prime time (M-Su), CNN grew the most during the month of October versus last year, increasing by an impressive 241% among adults 25-54 (840k vs. 246k), FNC grew 160% and MSNBC was up 212%. Beginning at 7p, CNN showed record growth in October with Lou Dobbs Tonight increasing 115% in total viewers (1.333 vs. 621k) and growing 110% among adults 25-54 (428k vs. 204k). At 8p, Campbell Brown: No Bias No Bull (formerly Election Center) increased more than any cable news program in the hour, up a whopping 190% in total viewers (1.604 vs. 554k) and increased 202% in 25-54 (610k vs. 202k). Larry King Live at 9p also posted significant increases, up 93% in total viewers (1.962 vs. 1.014k) and increased 128% in adults 25-54 (674k vs 296k). Anderson Cooper 360 at 10p posted the greatest growth in its hour with an increase of 238% in total viewers (2.451 vs. 726k) and up a staggering 297% in 25-54 (989k vs. 249k). Anderson Cooper 360 at 11p continued to post the most growth in its hour with 256% increase in total viewers (1.699 vs. 477k) and 263% in 25-54 (770k vs. 212k).

CNN is now the #1 network among adults 25-54 during five key hours: 3p, 4p, 5p 10p and 11p. At 3p, CNN Newsroom hosted by Rick Sanchez averaged 312k in 25-54 in October compared to FNC's Studio B with 309k and 178k for MSNBC Live. At 4p, The Situation Room ranked #1 with 341k in adults 25-54, compared to 334k for FNC's Your World and MSNBC Live's 203k. At 5p The Situation Room posted 369k compared to 336k for FNC's Election Headquarters and MSNBC Hardball's 313k. At 10p Anderson Cooper 360 ranked #1 for the month with 989k in the demo versus 862k for On the Record, and 512k MSNBC's Countdown. At 11p, the second hour of Anderson Cooper 360 ranked first with 770k versus FNC's O'Reilly Factor repeat 597k and MSBNC's repeat of Rachael Maddow trailed with 351k.

During October, CNN's coverage of the presidential debates rated #1 among cable news networks in 25-54 (three of the four debates aired in October). Additionally, CNN's coverage of the vice presidential debate set a new record for the network in 18-34 with more than 3.166 million tuning in, the highest number for a scheduled broadcast in the network's 28-year history.

Headline News grew its total viewer and demo audience by double-digits during every weekday hour and in every daypart in October. The network showed impressive growth with an 82% increase in total viewers in M-Su prime (666k vs. 365k) and a 94% increase in demo viewers (262k vs. 135k). Nancy Grace posted the most growth on the network with an increase of 127% in total viewers (1.191 vs. 454k) and 149% increase in 25-54 (454k vs. 182k).

CNN continues to reach more viewers in October with 79,012,000 total viewers tuning in during the month, FNC had 62,927,000, MSNBC 57,904,000, and HLN 55,323,000. Among 25-54 CNN again ranked first with 36,378,000; MSNBC was second with 28,235,000, FNC had 27,222,000 and HLN had 25,797,000.

In September, the CNN Digital Network ranked #1 among all Current Events and Global News sites, registering 1.7 billion total minutes for the month. This is the highest month on record for since tracking began in 2001. (Source: Nielsen Online Home/Work Panel, September 2008)

During September, the CNN Digital Network also:
  • Ranked #1 in share among all Current Events and Global News sites; (Source: Nielsen Online Home/Work Panel)
  • Registered 44.4 minutes per person, the highest average time per person among the Top 5 News and Information sites based on reach รข€“ and the highest average time spent on in more than two years; (Source: Nielsen Online Home/Work Panel)
  • Registered 37.3 million unique visitors in September,'s second highest unique visitor count since tracking began (Source: Nielsen Online Home/Work Panel); and
  • Generated 1.9 billion page views, the highest monthly count in almost three years. (Source: Nielsen Online Home/Work Panel)
  • Served 144 million videos, the highest month ever for video. (Source: Omniture SiteCatalyst, Global)

September was also a record-setting month for - CNN's exclusive business site and the online home of FORTUNE, MONEY and FSB: FORTUNE Small Business magazines ' as its reach and engagement grew more than any other site in the business and financial news category according to Nielsen Online.'s year-to-date numbers have also increased significantly with 142% growth in page views, a 121% increase in total minutes, a 73% rise in time per person and a 30% increase in unique users over this time last year. (Source: Nielsen Online and Omniture SiteCatlyst, Global)

In September,'s month-over-month percentage increases were the highest among the top 10 business and financial news sites; and the site generated record-breaking traffic:

  • 10.4 million unique visitors - up 46% versus prior month
  • 257.2 million page views - up 58% versus prior month
  • 192.8 million minutes - up 67% versus prior month

Additionally, set multiple records on its political news and live video platforms during the month of September. On Monday, Sept. 1, the day Hurricane Gustav made landfall and the first day of the Republican National Convention, CNN Digital garnered more than 43 million page views and brought in more than 5.4 million unique users (Source: Nielsen Online Home/Work Panel). Also on that day, Live served a record-breaking 1.8 million streams, a 124% increase over Live's previous high on Feb. 21, when it served more than 700,000 streams amid the Democratic presidential debate in Austin, Texas. (Source: Omniture SiteCatalyst, Global)

During the four days of the Republican National Convention, CNN Digital was the most used online news entity with 207.6 million usage minutes, 42.5 million more than Yahoo! News and 45.6 million more than MSNBC Digital.

On Friday, Sept. 26, the day of the first presidential debate, the CNN Digital Network ranked #1 in unique visitors, total minutes and page views. Also, on Sept. 26, the Political Ticker, the #1 political news blog according to Nielsen Online, set a new daily traffic record when it generated 4.8 million page views, nearly doubling its previous daily record, while generated 12 million page views, a 91-percent increase over the prior four-week period. (Source: Omniture SiteCatylist, Global).

For his short film “13th Amendment,” Mike Dennis of Philadelphia, Pa., followed his 90-year-old great-great-grandmother on her trek to vote for Barack Obama in the 2008 Pennsylvania primary. The film, depicting the lifelong voter’s first opportunity to cast a vote on behalf of a black man for U.S. president, took the Grand Jury Award at the iReport Film Festival, CNN’s first user-generated short film competition.

In comments about “13th Amendment,” film reviewer Richard Roeper of the Chicago Sun-Times said: “In less than five minutes, Mike Dennis tells a complete story with an inspirational message. I was impressed by all the entries, and I'm sure I'll see many of these names on feature-length films and documentaries in the years to come.”

Following the theme “Campaign 2008,” the iReport Film Festival provided a platform for filmmakers to document this year’s presidential campaign from their personal vantage point, whether they were volunteering for a campaign or had compelling stories about this election they wanted to document creatively. This short film can be found at

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