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It’s been a long time since the executives at CBS News have had something to cheer about in the ratings, and that trend continues despite the replacement of previous Evening News anchor Jeff Glor with the liberal Norah O’Donnell.
In addition, the network is paying O’Donnell at least $7 million per year, much more than the $2 million Glor received during the 18 months he sat in the anchor chair. According to an article posted on Sunday by Alexandra Steigrad, a media reporter for the New York Post, the “big bet” on hiring O’Donnell “is beginning to look iffy.”
The former CBS This Morning host [hired] by CBS News boss Susan Zirinsky to revive the perennially third-ranked newscast ... is getting hammered in the ratings worse than her predecessors did.
Week - O'Donnell - Viewers - Percent - Nielsen
In the last week alone, O’Donnell’s total viewers plunged 17 percent to 5.1 million, according to Nielsen. Among viewers in the crucial demographic ages 25 to 54 that’s coveted by advertisers, the drop was a heart-stopping 25 percent.
As if that news wasn’t grim enough, Steigrad noted that the slide “has steadily accelerated during the past month, with weekly ratings in the key age group falling between 20 and 29 percent versus a year ago.”
Media - Reporter - Situation - Sign - CBS
The media reporter called the situation “a troubling sign for CBS, whose evening newscast has been stuck in third place since the tail end of Dan Rather’s tenure.
Media Research Center analyst Nicholas Fondacaro reported a similar decline in the summer:
Weeks - Weeks - July - August - O'Donnell
For the next two weeks (the weeks of July 29 and August 5), O’Donnell continued to lose viewers in the...
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