Despite limited audience size, cable TV news is, more than ever, at the center of political controversy.
By Margaret Sullivan Margaret Sullivan Media columnist Email Bio Follow Media columnist May 26 at 11:00 AM With their limited, aging viewership, you might think cable TV news would be a political afterthought and a business washout.
“Cable TV news has an influence today that is outsized to the literal audience that is watching it,” said Tom Rosenstiel, executive director of the American Press Institute. And viewership is a fraction of the audience still flocking to the three nightly news half hours on CBS, NBC and ABC: There are more than 9 million viewers for David Muir’s top-rated ABC show, “World News Tonight,” compared with cable’s top-rated competitors, Sean Hannity and Rachel Maddow, who each draw about a third of that number.
“Cable can bring a second-screen virality — it’s an incubator for moments that go viral” on social media, said Peter Hamby, a former CNN political correspondent who left the network to develop news content for Snapchat. His vastly younger audience, he told me, has little awareness of cable TV news shows and personalities.
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