The first presidential primary race of 2024 was certain high importance in the realm of national politics, but our very nation definitely had other priorities to watch on that particular evening.
For the 8-11 PM Eastern prime time period of Monday’s (Jan. 15) Iowa caucuses for the Republican primary, the three major cable news networks — Fox News Channel, MSNBC and CNN — combined to draw 4.77 million viewers, including a range between 758,000 thru 794,000 within the key 25-54 demographic (more exact demo data, to come), according to Nielsen Media Research.
That represents declines of 44 percent in total viewers and at least 62 percent among adults 25-54 from the Feb. 3, 2020 Iowa Democratic caucuses (8.48 million viewers / 2.1 million adults 25-54). There were even steeper losses of 53 percent (in total audience) and 75 percent (in 25-54 demo) when compared to the 2016 Iowa Democratic and Republican caucuses (10.16 million viewers / 3.15 million a customdults 25-54, from Feb. 1, 2016).
Several key factors were involved in this significant downward showing in the ratings. Unlike the two most recent Iowa races, the 2024 Iowa caucus took place opposite an NFL wild card playoff game (Philadelphia-Tampa Bay on ABC and ESPN: 27.8 million) and the Primetime Emmy Awards (Fox: 4.46 million). Also, the results of Donald Trump’s clear win over Ron DeSantis and Nikki Haley occurred at about 8:30 PM Eastern, whereas they were more uncertain as the nights progressed, respectively, in the 2016 and 2020 Iowa election results.
Furthermore, while cable news has experienced lesser year-over-year viewing level declines compared to the other cable and broadcast networks, the erosion of the total amount of U.S. cable subscribers continues to accelerate after each passing year. According to analytical company MoffettNathanson, 75.5 million are subscribed as of Mar. 2023 — the lowest amount since 1992.
Breaking down the prime time averages by network:
- Fox News Channel (1/15/2024): 2.885 million viewers; range: 416,000-429,000 adults 25-54
- Fox News Channel (2/3/2020): 4.249 million viewers; 759,000 adults 25-54
- Fox News Channel (2/1/2016): 4.461 million viewers; 1.16 million adults 25-54
- MSNBC (1/15/2024): 1.179 million viewers; range: 144,000-156,000 adults 25-54
- MSNBC (2/3/2020): 2.468 million viewers; 609,000 adults 25-54
- MSNBC (2/1/2016): 1.968 million viewers; 594,000 adults 25-54
- CNN (1/15/2024): 0.707 million viewers; range: 197,000-209,000 adults 25-54
- CNN (2/3/2020): 1.764 million viewers; 701,000 adults 25-54
- CNN (2/1/2016): 3.730 million viewers; 1.39 million adults 25-54
