US media groups have suffered dramatic audience declines, with primetime ratings for cable television news networks CNN and MSNBC falling more than 50 per cent in the third quarter compared with a year ago.
Primetime ratings for AT&T-owned CNN dropped 52 per cent in the third quarter for viewers aged 25 to 54, a key demographic for advertisers, according to Nielsen figures. MSNBC, the left-leaning network owned by Comcast’s NBCUniversal, suffered a 51 per cent fall.
“This is uncharted waters after the Trump bump,” said Ken Doctor, founder of a California news start-up, Lookout. “It’s highly unlikely we will see another bump like that over the next 10 years.”
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