Goodbye To The Trump Bump, Plus A Top Anchor Fired, Ratings Highlights, And More


From the firing of a top anchor to the announcement of main hires for its soon-to-launch streaming service, NCS appears intent on closing out 2021 with a flurry of high-profile headlines to cap what’s been, all issues thought-about, a landmark 12 months for the information community.

On Monday, December 20, for instance, NCS went forward and launched the full-year rankings outcomes it expects to report for 2021. The headline there? That 2021 will go down because the second most-watched 12 months within the community’s historical past. If, by the best way, you guessed that 2020 is the present record-holder for NCS’s #1 most-watched 12 months, you’d be appropriate. In different phrases, the final two years have comprised NCS’s best-ever — at the least, from a viewership standpoint.

Ratings are a humorous factor, although, as a result of the story they inform is set by the actual snapshot you select to take a look at. Yes, this 12 months was NCS’s second most-watched ever, however we additionally noticed the lingering affect of taking away the so-called Trump Bump with the arrival of the Biden administration. Not simply at NCS, however at Fox

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and MSNBC as properly (all three of which noticed rankings plummet this 12 months in comparison with 2020 — a phenomenon that you simply may name the Trump hunch, within the phrases of media critic Eric Boehlert).

Nielsen knowledge for the three networks reveals that for the 12-month interval that resulted in October 2021, rankings for MSNBC and Fox have been down 56 p.c and 53 p.c, respectively. But NCS’s decline was the most precipitous, with rankings down 73 p.c throughout that interval.

For all of them, because the Financial Times noted recently, these numbers represent a “breathtaking fall back down to earth.” Matter of reality, NCS simply comes proper out and says it in its rundown of the community’s 2021 rankings efficiency: “Of note: All of cable news dayparts and programs are down double digits vs. 2020 due to heightened viewership during the COVID-19 pandemic and presidential election year a year ago.”

NCS’s most-watched breaking information occasions

Digging a little bit deeper into the NCS full-year knowledge for 2021, in the meantime, a number of the largest information moments for the community that drew in essentially the most viewers included:

The January 6 Capitol riot. Coverage of the ransacking and rioting within the US Capitol advanced — which led to scores of arrests and an ongoing investigation by a House choose committee — led to the most-watched day in NCS historical past, with a little bit over 5.2 million viewers.

Two different breaking information occasions price mentioning that drove huge viewership for the community this 12 months embrace President Biden’s inauguration on January 20, in addition to President Trump’s second impeachment trial in February.

Biden inauguration: According to NCS, the community was the #1 TV community ranked by viewership that day from 11am to 4pm. It was additionally the community’s top-rated Inauguration Day viewers within the community’s 40-year historical past.

Trump’s second impeachment: Across all 5 days of the Senate trial, NCS says it averaged 695,000 viewers in trial protection amongst viewers age 25-54, considering fluctuations stemming from occasions and trial occasions various from someday to the following. Among complete viewers, NCS pulled in virtually 3 million viewers.

Hiring and firing

In different information, a number of the community’s largest headlines additionally got here in the direction of the tip of the 12 months, with a rapid-fire launch of personnel bulletins.

The firing of star primetime anchor Chris Cuomo actually opened up a serious gap within the community’s nightly schedule. To say nothing of the complications that the scenario round Cuomo created for the community.

On the hiring entrance, a number of the highest-profile current additions to the ranks of community’s commentariat in addition to programming hosts embrace new commentator Alyssa Farah, former Director of Strategic Communications within the Trump White House; actress Eva Longoria, who’ll host a brand new present on NCS+ when it launches subsequent 12 months; and former Fox News anchor Chris Wallace, who abruptly decamped from Fox simply days in the past forward of the launch of his personal present on NCS+. That weekday program will function interviews between Wallace “and newsmakers across politics, business, sports and culture,” per NCS.

NCS+ coming in 2022

Speaking of the approaching launch of the community’s streaming service, which is coming within the first quarter of subsequent 12 months, NCS has additionally tapped Kasie Hunt, beforehand with NBC News, for a day by day politics present on NCS+. Her reporting and evaluation will probably be carried on each the streaming service in addition to NCS itself.

We’re nonetheless awaiting extra specifics from NCS+ together with a selected launch date, in addition to pricing and what the programming lineup will include at launch. The newest phrase is that March 2022 appears to be like to be the launch month, and $6/month is the likely starting price, in accordance with reporting from Bloomberg.

This does, after all, characterize a serious gamble for NCS on at the least a few fronts. For one factor, NCS is having a bet right here that customers nonetheless have room of their budgets for yet one more streaming service (to squeeze in alongside Netflix

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, HBO Max, Disney+ and the like). Also, the launch of NCS+ will reveal the diploma to which the community’s viewership consists of informal information customers versus what number of of them are tuning in as a result of they’re particularly loyal to the NCS model.



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