A reader argues that I am underestimating the impact of Fox News in the USA:

Thus the numbers of people ‘reached’ in America are not the paltry 2.8 million you purport, but rather 80% of the total viewership for the day, 18,166,000, (again ridiculous, 20% of 18 million people did not tune into FOX news yesterday and spend the entire day watching it)…

So obviously many more people were one time show watchers tuning into an original program they wished to view, rather than spending their entire day watching a news channel on a non-news day.

I did not ‘purport’ anything. The figures I quoted were clearly describing ‘prime time’ viewership alone. That said, the ratings over a longer period of course stack up for Fox as for everyone else.

The media term for this is the cume. See how Arbitron defines it:

Major ratings products include cume (the cumulative number of unique listeners over a period), average quarter hour (AQH – the average number of people listening every 15 minutes), time spent listening, (TSL), and market breakdowns by demographic.

It is important to understand that the CUME only counts a listener once, whereas the AQH can count the same person multiple times, this is how to determine the TSL. For example, if you looked into a room and saw Fred and Jane, then 15 minutes later saw Fred with Sara. The Cume would be 3 (Fred, Jane, Sara) and the AQH would be 2. (an average of two people in the room in a given 15 minute period)

Which is why in fact CNN claim that their cume is greater than Fox’s.

The point of my posting was to look at the sense behind the claim of a senior Democrat that four times as many viewers watch Fox as watch CNN. If the total numbers for both are relatively small, why if at all does that matter?

This piece supports my position, noting that back in 1969 the main evening US news channels would reach 40 million people (at a time when the US population was a lot smaller):

There’s a growing perception that opinion news outlets like Fox and MSNBC drive the news agenda. Do they?

No. The state of the economy, the war in Afghanistan, whether swine flu is going to turn more deadly–these things drive the news. That perception may be there, but cable news is still a niche medium.

Fox’s Bill O’Reilly has around 3.5 million people watching each night, or about 1% of American adults. That would get you canceled on broadcast television. The three nightly newscasts have about 20 million viewers, not 3.5 million.

What Fox clearly does is reinforce the sympathies and energies of a smallish number of conservative Americans. So what? It’s a free country! Most other cable and network channels push in a more ‘liberal’ direction, far outnumbering Fox.

Where US conservatives do have an edge is with Talk Radio, with Rush Limbaugh reaching some 13.5 million listeners a week. But again, that is only two million per day on average.

The basic fact is that with the huge expansion of TV channels and Internet-based entertainment and information of the past couple of decades, fairly few Americans now watch TV for news and current affairs. Newspaper circulations are falling too.

Hence the vicious circle of those programmes (and newspapers) cutting reporters and so getting more and more shallow or even solely ‘opinion-based’ (ie making a loud and often silly noise) to try to keep up their ratings.

That trend is evident here in the UK too. See for example how the BBC lost my vote back in 1993 with its scandalously poor assessment of the attempted coup against President Yeltsin, which I watched at the Embassy in Moscow with gunfire echoing round the city in the background:

When I subsequently took up with a senior BBC personality the BBC’s dismal, dishonest reporting at the height of the crisis he just shrugged, saying that that sort of dramatic reporting boosted ratings and was what people wanted to hear these days.

In short, if the Democrats want to blame something for their woes, maybe the right target is not Fox News but rather their own policies?