CNN’s replacement strategy for the recently cancelled Piers Morgan Live is apparently not working out so well. The channel hit its second-lowest combined ratings of the 25-54 demo and total viewers since 2000 last Friday, with only 48K viewers in the key demo and 226K viewers overall.
As a point of comparison, Megyn Kelly at Fox News earned 193K and 1,360K in the same time slot, while Rachel Maddow at MSNBC more than doubled both numbers (107K/560K). Mediaite reports that CNN only dipped below those numbers once since 2000:
The only other time the 9 p.m. hour rated lower than that in total viewers dating back to 2000 came on October 11, 2010 when Larry King Live had 196K. In the demo, it occurred on May 15, 2012 when Piers Morning Tonight had just 39K viewers.
CNN’s 9 p.m. show Friday was CNN Tonight, hosted by Bill Weir. Weir was briefly considered as a full-time replacement for Morgan until CNN decided to go a different direction for the slot, planning to offer a variety of programming instead. The dismal numbers might force CNN to rethink the strategy.