Thursday, December 29, 2005
AC 360 Scores Among Younger Viewers
Since moving to an expanded two-hour format at 10pm (November 7, 2005), Anderson Cooper 360 has scored double-digit gains over year-ago across all key demo breaks, including total viewers (up 10%) and P25-54 (up 28%). By comparison, the 10-12m block on FXNC (On the Record/O’Reilly Replay) trailed year-ago dramatically among younger viewers, losing a third of its P25-54 audience (down 33%).
For the 10pm hour, Anderson Cooper 360 is building a following among younger audiences, experiencing solid gains among P18-34 (up 55%), P18-49 (up 21%) and P25-54 (up 17%). These increases occurred while FXNC’s On the Record endured steep double-digit declines across the same three demo breaks.
For the 11 pm hour, Anderson Cooper 360 topped all other cable news nets in growth over year-ago across the board, including gains of 45% or more among P18-34, P18-49 and P25-54. FXNC’s O’Reilly Replay was the only cable news competitor to endure significant double-digit declines in the same demo breaks, with its P18-34 audience essentially cut in half (down 49%).
The Situation Room
Since launch (August 8, 2005), The Situation Room with Wolf Blitzer has gained momentum with younger audiences in its 4pm hour, more than doubling the delivery of P18-34 (up 164%) and P18-49 (up 121%) versus year-ago, while also posting impressive gains among P25-54 (up 82%). Its year-to-year increases topped all other cable news networks in the time period across all demo breaks (including its 46% gain among total viewers).
During its 5pm hour, The Situation Room continued its winning ways with solid gains versus year-ago across all demo breaks, including P2+ (up 31%), P18-34 (up 100%), P18-49 (up 95%) and P25-54 (up 57%). By comparison, its FXNC time period competition (Big Story) endured double-digit declines among P18-34, P18-49 and P25-54.
Since debuting in the 7pm time period (November 7, 2005), The Situation Room has enjoyed double-digit increases versus year-ago among total viewers (up 19%) and P25-54 (up 21%). By comparison, FXNC’s Fox Report suffered double-digit declines in the same demo breaks, including a loss of more than a third of its year-ago P25-54 audience (down 37%).
# posted by ATN @ 3:55 PM 
