Surber, are you nuts?
She averaged 2.52 million viewers a night in the first three months of this year. She even bragged about it.
Grateful. "The standouts for Fox include Kelly’s 9 p.m. show, which avg'd 2.52 m viewers, its most-watched Q ever."https://t.co/3Sy4GrDSbN— Megyn Kelly (@megynkelly) March 30, 2016
And of course, it is all true. I am nuts. She averaged 2.52 million viewers. And she bragged about it.
But our friend Math called again and he showed me this paragraph from the article:
The standouts for Fox News include Megyn Kelly’s 9 p.m. show, which averaged 2.52 million viewers, its most-watched quarter ever. Bill O’Reilly’s “The O’Reilly Factor” averaged 3.41 million viewers, its best since 2012. O’Reilly’s show remains the most-watched news program in cable.
In short, she averaged a net loss of 890,000 viewers a night as people switch from Bill O'Reilly to some other show when she comes on.
That is a dropoff of 26 percent.
That is worse than a year earlier, when she had a 20 percent dropoff.
From Biz Pac Review on April 1, 2015:
In fact, according to Nielsen numbers, the network occupied the top 14 cable news slots, led by the “The O’Reilly Factor” at 2.83 million viewers, “The Kelly File” at 2.24 million, “The Five” at 2.16 million, “Special Report with Bret Baier” at 2.07 million, and “On the Record with Greta Van Susteren at 1.86 million.Those numbers covered the first quarter of last year.
This year, the gap grew. So while she like every news show in cable received an election year bounce, hers was 12 percent and not the 20 percent bounce O'Reilly earned. He gained 580,000 viewers, she gained 280,000. That is less than half.
Like Sean Hannity before her, she is not holding O'Reilly's audience. Maybe picking a fight with Trump was a poor marketing decision.
UPDATE: April 5, 2016, Variety interview with Megyn Kelly:
Have you felt supported by Fox News?
KELLY: I have. Fox News has been in a tough position. They care about me and they are not afraid of a fight, but we’re in unchartered territory.
Have you had many conversations about this with your boss Roger Ailes?
KELLY: I’ve had many conversations with him about the situation. I think it’s been hard on him, too. I don’t think he’s enjoyed one piece of this. He can see what happens in my life when Trump starts off. He really wants him to stop, but on the other hand, he’s not going to run a news channel that doesn’t provide access to the Republican frontrunner for president.
Your contract is up after the election. Have you decided if you’re staying at Fox News?
KELLY: I haven’t.
You might not stay?
KELLY: Never say never. I don’t know what’s going to happen. I’ve had a great 12 years here, and I really like working for Roger Ailes. I really like my show, and I love my team. But you know, there’s a lot of brain damage that comes from the job. There was probably less brain damage when I worked in the afternoon. I was less well known. I had far less conflict in my life. I also have three kids who are soon going to be school from 8 a.m. to 3 p.m. I come to work at 3:30. I like to see my children. Having said that, my boss has been good about working with me to make me happy–he knows I’m a hard worker. I’ve had few problems here where I couldn’t talk to him and say, “Can we work something out?,” and come away happy.Maybe Roger Ailes wants better ratings. She has become a female Shep Smith.
But we shall see.