The battle heats up in US Cable News

I have been following the ratings battle between the major US cable news channels, and I have to say, I have never seen a night so competitive as Sunday 26th November 2006. The numbers as reported by Inside Cable News and TV Newser are incredible.

In what is usually refered to as the "money" demo, Adults 25-54 years old, in PrimeTime, MSNBC beat Fox News Channel tied for the number 1 spot by just 3,000 viewers (163,000 to 160,000) and CNN was just 28,000 viewers behind.

Looking inside to the individual hours, the picture is even more interesting in the 'money' demo. MSNBC won the 5pm hour with 164,000 viewers, compared to FNC's 137,000 and CNN's 132,000. The next hour was won by CNN with 208,000 viewers, compared to MSNBC's 111,000 and FNC's paltry 86,000.

Fox News took the 7pm hour, but the biggest surprise is that MSNBC won both at 8pm and 9pm. MSNBC had 186,000 and 192,000 with Fox getting 157,000 and 140,000, and CNN getting 73,000 and 162,000 viewers in each respective hour. This means that Planet Mancow ended up in 3rd place!

Fox then took the 10pm hour but the 11pm hour went again to MSNBC, and by quite a margin. 226,000 viewers watched MSNBC in that hour, compared to 137,000 watching Fox News and 92,000 watching CNN.

Even in total viewers, the ratings battle was closer than normal. FNC took the 5pm hour there by just 25,000 viewers (581,000 to 556,000). CNN took the 6pm hour by 115,000 viewers over Fox News (581,000 to 466,000). Fox took the 7pm hour emphatically (570,000 to CNN's 408,000) and held onto that through the 8pm hour (720,000 to MSNBC's 578,000).

However, they were beaten into third place by CNN (531,000) and MSNBC (499,000) in the 9pm hour. Fox restored their lead for the 10pm hour (491,000 to CNN's 409,000), but MSNBC took the 11pm hour (416,000 to FNC 336,000).

Even the prime-time total was closer than normal, with Fox winning by just under 50,000 viewers from MSNBC who were just 5,000 viewers ahead of CNN.

The Monday numbers are back to relative normality, although in the money demo, MSNBC was second to Fox News in primetime, with Headline News thrid and CNN relegated to 4th place. MSNBC came second in the 8pm, 9pm and 11pm hours with Headline News taking second in the 10pm hour. The total day money demo numbers were close too for the minor placings, with less than 25,000 viewers separating CNN, MSNBC and Headline News.

There's little doubt in my mind that the ratings in this particular race are going to be very interesting to watch and read. Fox News Channel, CNN and MSNBC are definitely going to be duking it out over the following weeks and months for dominance, and I will definitely be following developments in this story.