News consumption on TV cable news networks and other platforms cover new milestones

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2020, 4:50 PM UTC

The average prime-time cable TV news network viewership increased by 71% in October in live program-plus-same day time-shifted viewing.

With the pandemic and US elections being in the spotlight, Americans are consuming more news than usual. The average prime-time cable TV news network viewership reached 10.1 million in October this year.

Among all cable networks, Fox was leading with 4.9 million average viewers, followed by MSNBC with 2.7 million viewers and CNN with 2.5 million viewers. Though local TV stations have always dominated the political TV advertising space, national TV networks are also grabbing a bigger slice this year.

Fox News Channel saw a 36% growth in advertising revenue, with the majority of it coming from political campaigns. Fox Corp. CEO Lachlan Murdoch said that the appetite for news would resume back to normal as “we enter a more normal cycle”.

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