Newsmax or FOX News? FOX News or Newsmax? That appears to be the conversation being had in many conservative circles in recent weeks.
As Barrett News Media wrote this week, in the wake of the 2020 Election, FOX News viewers appear to be flocking to other options. As Ryan Hedrick noted, “The network amassed more than 14 million viewers during its prime-time coverage on Election Day but just 5.7 million for its prime-time coverage between Election Day and Sunday… CNN garnered slightly more viewers than Fox News following the election with 5.941 million viewers.”
It’s unheard of for FOX News to lose the ratings battle to CNN.
The Associated Press reported recently, “From the beginning of July to the week before Election Day, Newsmax averaged 58,000 viewers from 7 to 10 p.m. on weekdays. That jumped to 568,000 the week after the election, the Nielsen company said. In the same period, daytime viewership increased from 46,000 to 450,000.”
When’s the last time a network in any medium saw its ratings shoot up 10-fold in that short a period of time? It’s unprecedented.
Hedrick also reported that this trend is happening on the web as well, writing on Wednesday, “Last week, Newsmax overtook Breitbart to become the most visited right-leaning news site and TV ratings for the channel have surged following the election. “It felt like it was an earthquake on election night,” [Newsmax CEO Chris] Ruddy said.
Here’s the question the entire news media landscape is wondering: Will it last?
My hunch is no, but it’s not impossible.
It’s nothing against Newsmax, I admire what they’ve accomplished. But I do believe that especially in prime time the audience will come back to FOX News because ultimately, talent will win.
Sean Spicer is not Tucker Carlson. Greg Kelly is not Sean Hannity. Grant Stinchfield is not Laura Ingraham.
The Newsmax personalities are all talented and well deserving of their roles, but the aforementioned FOX News’ personalities are not simply where they are because of the FOX brand. They’re each at the top of their profession for a reason. They’re incredibly talented and trusted personalities the audience has followed for years. Secondarily, the production quality is far superior on FOX News to Newsmax.
I mention the production as an afterthought because talent can overcome production quality. If the roles were reversed and Tucker, Sean and Laura were on Newsmax, I wouldn’t think the production quality would be a major impediment. Their talent would overcome it. But to try to take down Goliath with lesser talent and lower production quality? That’s a tough nut to crack.
Yes, it can be done. The media landscape is undergoing massive changes before our eyes. The consumer has more options than ever before and will vote with their eyes and wallets. Plus, Chris Ruddy is a smart and savvy leader who has been at this for decades and understands his best opportunity is now. I have no doubt he will try to capitalize on this in a major way.
If he can somehow land the ultimate big fish in President Trump, if his term does ultimately come to an end in the next several weeks, that completely changes the ball game. But the stars will need to align for that to take place.
However there are other ways he can go as well. Do some of the “bench players” on FOX News possibly make the Newsmax jump if the right opportunity and right money exists? A Jesse Waters? Greg Gutfeld?
I wouldn’t rule it out. But of course the contracts need to come up at the right time. And as we learned this week, Tucker Carlson put to bed any rumors he would be leaving FOX by announcing on his program, “This show is not going anywhere. It’s getting bigger.”
But some moves need to be made. To make a sports analogy, Newsmax is the team that just saw its biggest competitor suffer a rash of injuries. With the trade deadline fast approaching, they can make a blockbuster deal to get their team over the hump. Will they do it? Or trust their current roster to get them across the finish line?
That’s the conundrum facing Chris Ruddy. And if anyone is positioned to try and do it, Ruddy seems highly capable of accomplishing what seemed impossible just months ago.
Pete Mundo is a weekly columnist for Barrett Media, and the morning show host and program director for KCMO in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. Pete was also the sports and news director for Omni Media Group at K-1O1/Z-92 in Woodward, Oklahoma. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on Twitter @PeteMundo.
