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CNN host Jake Tapper has experienced his lowest ratings in nearly a decade, marking a notable decline despite a high-profile publicity campaign surrounding his new book. The ratings dip occurred during May, a month filled with intense media attention and promotional activities for the book, titled Original Sin: President Biden’s Decline, Its Cover-Up, and His Disastrous Choice to Run Again.
The book hit shelves in May and generated significant buzz with its allegations regarding the Biden administration’s efforts to conceal the former president’s fitness for office. In an effort to drive interest, Tapper embarked on a comprehensive book tour, appearing on numerous podcasts, talk shows, and various segments across CNN. However, despite the extensive promotional strategy, viewer numbers have not followed suit.
Declining Viewership Numbers
From April 28 to May 25, The Lead with Jake Tapper attracted an average of just 525,000 viewers, reflecting a substantial 25 percent decrease compared to the same timeframe the previous year. For context, Fox News programs, including The Five and Special Report with Bret Baier, recorded a staggering average of 3.3 million viewers, eclipsing Tapper’s numbers.
In addition, MSNBC surpassed Tapper, averaging just over one million viewers in the competing timeslot. Consequently, Tapper’s program captured a mere 11 percent of the cable news audience share, while MSNBC held 21 percent and Fox News dominated with 68 percent during this period. This low viewership is the worst for Tapper since August 2015.
Challenges Among Key Demographics
Tapper’s struggles extend beyond overall viewership. The program also faced a drop in the vital advertiser-coveted demographic of adults aged 25-54. During the reporting period, the show averaged only 95,000 viewers in this critical age group, representing a 15 percent decline.
The troubles did not stop at Tapper’s program, as CNN as a whole faced challenges during May, recording its second-worst month ever in the key demo across both total day and primetime slots.
Generating Headlines Amid Declining Viewership
Despite the decline in ratings, Tapper has managed to attract headlines for expressing a sense of humility regarding his past coverage of President Biden. Recently, he acknowledged that he and the media did not scrutinize Biden’s age-related issues as rigorously as needed, leading him to assert that the perceived cover-up of Biden’s mental decline might amount to a scandal worse than Watergate.
Network Response and Broader Reach
When asked to comment on the ratings, CNN provided insights regarding the Nielsen ratings specific to the U.S. audience, noting that The Lead with Jake Tapper broadcasts on various platforms beyond traditional television. A CNN spokesperson elaborated, stating, “The award-winning program The Lead with Jake Tapper reaches substantial international audiences across CNN, CNN International, and Max’s streaming service. No single metric can perfectly portray the comprehensive reach and influence of a program that consistently drives national conversations.”
Despite the underwhelming ratings, the protective narrative surrounding Tapper’s book release continues to spark discussions across media outlets, with critics and supporters alike weighing in on the implications of his claims regarding President Biden.
Looking Forward
As the news cycle evolves, it remains to be seen how Jake Tapper will adjust his strategy in response to these ratings challenges. The media landscape is highly dynamic, and adapting to viewer preferences often proves essential for sustaining long-term success.
While Tapper’s current ratings situation raises questions about the effectiveness of his promotional tactics, it also opens avenues for deeper discussions about media engagement. The evolving narrative surrounding Biden’s presidency, coupled with challenges faced by cable news networks, suggests a transformative period within the media landscape.
