May 14, 2021

Over the past year, our televisions have been filled with news about the pandemic restrictions, coronavirus deaths and social injustice. Historically, turning on the news was a way to keep up with the world. However, over the last year, viewers found it more daunting than necessary.

Cable News Viewership has been declining

The three major cable news channels have seen viewership decreases. In April, Fox News averaged 2.2 million total viewers in primetime which is down 39% from the year before. MSNBC averaged 1.6 million viewers, a 22% decline. Finally, CNN averaged 1 million viewers, a 47% plunge year-over-year. Therefore, in order to change the trends, Fox News is looking into covering more uplifting content in order to gain more viewers and advertisers.  

Could Positive news be the answer?

With the recent decline in viewership, Fox News and other cable news channels are looking into adding more optimistic stories. Having more positive news to share will not only increase viewership but also make it a more desirable environment for brands. Even before all of the tragedy of the past year, news channels were never the most popular with advertisers. Brands have always been concerned with their marketing message appearing next to tragedy or anything controversial. But by sharing uplifting content like people getting vaccinated, returning to work and school, and reuniting with families, news channels will become a more desirable place for viewers and advertisers.

For example, Fox News will be sharing some of its more uplifting content, like “America Together,” a program designed to feature inspiring stories, and its “Patriot Awards." The network also highlighted the upcoming launch of Fox Weather as a place for brands to be able to do integrations that isn’t placed inside a hard news environment.

Carolina Macedo, the author, is Project Coordinator of Marketing Keys.

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May 14, 2021