CNN’s new morning show “New Day” debuted last week to good news and bad news. The good news was that the program was up significantly from the same week in 2012 (+53% in total viewers, +15% in A25-54) and the week prior to launch, and that it topped MSNBC “Morning Joe”–barely–in the adults 25-54 demo.
The bad news was that “New Day” was down compared to CNN’s 2013 average in the time period (-1% in total viewers, -16% in A25-54), and given the immense hype surrounding the show, and the fact that it is clearly targeting a much broader audience than MSNBC’s niche morning offering, expectations were high. Also, given CNN’s overall ratings performance last June, it is not surprising that there would be an improvement this year.
While “New Day” is closest in terms of content to “CBS This Morning,” CNN executives are not expecting to compete with the broadcasters, or even “Fox & Friends,” anytime soon. Rather, they are setting their sights on “Morning Joe.”
“Fox & Friends” was, as usual, the top cable morning show in both total viewers and the key adults 25-54 demo. “Morning Joe” was second in total viewers, with HLN’s “Morning Express” second in the demo. “Morning Express” was third in total viewers, with “New Day” third in the demo. “New Day” was fourth in total viewers, with “Morning Joe” fourth in the demo.
The averages for the week of June 17, 2013:
- Total Viewers: FNC: 1.099M / MSNBC: 322K / CNN: 302K / HLN: 237K
- A25-54 viewers: FNC: 255K / HLN: 125K / CNN: 102K / MSNBC: 101K