For the last few weeks, a wee-hours programming change at CNN has helped its normal morning lineup.
Starting on June 6, CNN has been airing the crime-docu series, “Forensic Files,” overnight from 2am-5amET. The crime series—which has produced ratings success on weeknights and weekends for CNN’s sister network HLN—has also given a bump to CNN’s morning shows “Early Start” and “New Day.”
Compared to the two-week time period before it started airing daily overnight (May 23-June 5), “Early Start,” which airs from 5am-6amET, is up +48% in viewers, and up +79% in A25-54 viewers. “New Day” from 6am-9amET is up +17% in viewers and +38% in demo viewers. The ratings information blends a mix of Live +7 day and Live+ same-day viewership; a combination that includes DVR viewing in its ratings measurements.
Outside of the ratings increase, the programming change has also created different viewing options based on geography. With “Forensic Files” airing from 2am-5amET on the east coast, west coast viewers are getting the crime series at 11pmPT, instead of re-airings of “Anderson Cooper 360,” which is what airs at 11pm on the east coast.