(Tea Party 247) – One-time star of Fox News, Shepard Smith, abruptly left the network last year after spending the majority of the Trump administration complaining about the commander-in-chief.
He eventually landed a new show at CNBC, but it is a major flop, predictably.
Mediaite reports that the show is rating so low, it’s even less watched than reruns of Fox Business show Lou Dobbs Tonight!
That is a financial show, by the way, so hardly valuable as a repeat.
The brilliantly named program, The News with Shepard Smith, has tried hard to be professional, fast-hitting news program but has struggled to maintain viewers.
According to Nielsen, the show brought in an average of 343,000 total viewers in the first week.
By the second week, however, viewers had dropped to 268,000, then to just 254,000 in the third.
Well into its fourth week, the decline is set to continued.
What’s even more grim for the notorious Never Trumper is that viewership in the crucial 25-54 demo has been dramatically lower, dropping from a very modest 58,000 to just 48,000 the following week.
In other words, the largest group of people who watch prime time programming want nothing to do with this disaster.
From September 30 to October 22, Smith’s 7 p.m. program ranked at the bottom of the other cable news’ programs airing at that time, including MSNBC’s Joy Reid, CNN’s Erin Burnett, and Fox News’ Martha MacCallum.
Smith averaged just 272,000 viewers.
Mediaite also notes that, as far as competition with business networks go, Smith ranked behind the 7 p.m. repeat of Fox Business’ Loud Dobbs Tonight, which first airs two hours prior at 5 p.m.
This second airing of the top FBN program pulled in 305,000 viewers—quite a bit more than Smith’s.
For comparison, when Shepard Smith Reporting still aired at Fox News in the 3 p.m. slot, it averaged over one million viewers.
And was even sometimes higher among the 25-54 demographic than his new program’s prime time slot!
The last month that Shep was at FNC, September 2019, his show averaged 1.3 million viewers and 195,000 in the demo.
Now, you may have already guessed that shows that air in the middle of the afternoon, like Shepard Smith reporting, typically rate less than those that run at 7 p.m., when far more people are watching television.
So it is very significant that his afternoon show at Fox News rated higher than his brand new evening show on another network.
Mediaite notes that in July, their “senior editor Joe DePaolo predicted that although Smith’s new CNBC show would likely be ‘terrific,’ few people would ever see it.
“Shepard Smith is superb at what he does. His integrity is impeccable. He delivers the news without fear or favor. He pulls no punches during interviews with newsmakers on both sides of the aisle,” DePaolo wrote.
“And his new show is likely doomed. Completely, hopelessly doomed,” DePaolo declared. He explained that since cable news viewers tend to appreciate opinion and arguments, few were likely to follow him over to CNBC.
“Odds are that his new show will not upset many. But that’s only because they won’t be watching in the first place,” DePaolo concluded.
The outlet speculates that CNBC will be making some changes to the fledgling program.
The network provided this statement to Mediaite:
“We are pleased with the launch of The News with Shepard Smith and have received very positive feedback from viewers. Not only is CNBC a new entrant in the general news genre, but news viewers are creatures of habit and it takes a long time to change those habits. That said, the newscast far exceeds the audience of The Kudlow Report, which was the last regular news program to air on CNBC in the 7p hour back in the first quarter of 2014. We will continue to fight for every viewer every weeknight. Tune in to CNBC again tonight for more of the facts, the truth and The News with Shepard Smith at 7pm ET and follow us on Twitter @thenewsoncnbc,” they wrote.
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