While Fox has been the top-rated U.S. cable-news channel for 14 years, overall cable news audiences have been shrinking outside of presidential elections, reports Associated Press.
The AP story, in part, added:
“More than half of Fox’s viewers are over 65, says data tracker Nielsen, compared to just 15 percent of Americans as a whole. They’re also more conservative than the general public, at a time when younger generations are trending more liberal, according to Pew . And it’s lagging in the digital efforts that many analysts consider key to attracting young people.
“TV remains the dominant news source, but smartphone-addicted younger people are spending less time with it. Some 84 percent of 18-to-29-year-olds get news from social media like Facebook, and increasingly on their phones, according to Pew Research Center. Research firm eMarketer has predicted that digital ad spending will surpass TV ad spending in the U.S. next year for the first time.
“”Fox News has been far more of a TV-centric business than a web or mobile business, if you compare it even to CNN,” said BTIG analyst Rich Greenfield. He pointed out as one example CNN’s spot on Snapchat’s Discover page, which spools up video and quick-read articles from media companies. Snapchat, a messaging app, is a blockbuster hit with young adults and teenagers.
“And even if they were watching TV, the young people advertisers identify more as Democrats than Republicans by a 54-30 margin, according to a GenForward poll . They may not want to watch a channel so identified with conservatives.”