Barring a Super Tuesday comeback by Nikki Haley for the Republican nomination, the primary election races of 2024 have thus far proven that the general election rematch of President Joe Biden and Donald Trump is fait accompli.
Most likely it’s this inevitability that has decreased the viewership in cable news coverage from 2020 of the primary results in South Carolina and Michigan on Feb. 24 and Feb. 27, respectively. After all, the major outlets announced the projected winners of each race at the start of each respective evening, leaving no suspense in awaiting official results.
For South Carolina from 7-9 p.m. on Saturday, Feb. 24, the three major cable news outlets — Fox News, MSNBC, and CNN — combined to deliver 4.32 million viewers including 596,000 within the key 25-54 demographic, according to Nielsen Media Research.
Compared to Feb. 29, 2020 in the same time slot, when the state marked a pivotal positive turning point in the fortunes of then-candidate Biden and his campaign, the total audience was off by 18 percent (5.31 million) and off a steeper 42 percent among adults 25-54 (1.035 million).
By including Newsmax (487,000 viewers; 37,000 adults 25-54) and NewsNation (76,000 viewers; 9,000 adults, 25-54) into the mix that night — two outlets way less prominent in 2020 than they both are currently,— the total declines from four years prior softened to 8 percent (in viewers) and 38 percent (in demo).
Fox News made up more than half of the cable news coverage audience figures on Feb. 24. averaging 2.35 million viewers (327,000 in 25-54). They actually increased by 15 percent (in viewers) and 3 percent (in 25-54) from the last South Carolina primary, albeit an extensive Biden-centric focus on that night in 2020.
MSNBC (1.18 million viewers, -38% from Feb. 29, 2020; 137,000 adults 25-54, -58%) and CNN (782,000 viewers, -42%; 132,000 adults 25-54, -66%) accounted for the huge primary-over-primary declines.
4.61 million watched the three major cable news outlets in prime time (8-11 p.m.) for Michigan coverage on Feb. 27, but that was approximately half of how much Michigan drew on Mar. 10, 2020 (9.06 million) — then, a night that showed continued momentum for Joe Biden over Bernie Sanders and the last primary prior to the nationwide COVID lockdowns.
Fox News (2.51 million viewers, 0.24 A25-54 rating) led all while MSNBC (1.35 million) bested CNN (748,000) in total viewers but CNN (0.14 A25-54 rating) edged out MSNBC (0.13) in the key demo. (Note: a 1.0 rating in 25-54 equates to 1.21 million viewers within the aforementioned age range.)
Newsmax posted 442,000 viewers at 7 p.m.; 399,000 at 8 p.m. and 324,000. at 9 p.m.
