Cooper Watch: Averaging 568,000 Viewers In First 11 Days

By Brian 

MEDIAWEEK checks in with Anderson Cooper: “Through Nov. 21, or 11 days into its new time slot, 360 averaged 568,000 total viewers, with the balance tuning in for the program’s first hour (685,000). Cooper’s average audience is down 19 percent relative to [Aaron] Brown‘s final week behind the NewsNight desk, and while it isn’t retaining its Larry King Live lead-in, losing 32 percent of the suspendered one’s audience, that’s still 4 percent better than Brown’s retention over the same period a year ago.”

But CNN says 11 telecasts is far too brief a track record. “It’s premature to discuss ratings,” a spokesperson said. “We can’t really extrapolate much from the data thus far, but having said that we’re extremely pleased with the quality and performance of the show.”

> High hopes for the demo: “CNN is particularly enthused by Cooper’s performance among its crucial adults 25-54 demo. A year ago, Fox News Channel was up 182 percent in the demo in the 10-midnight slot; that lead has been narrowed to 68 percent in 360’s first 11 days. Over that same period/time slot, CNN is up 7 percent among 25-54, while the FNC lineup of On the Record with Greta Van Susteren and the encore of The O’Reilly Factor are down 36 percent.”