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“Viewer Fatigue” Hitting Fox News Ratings, Lachlan Murdoch Says
Developing story first seen 2 days ago
Fox said midterm elections have brought substantial advertising revenue across its networks, even as Fox News faces lower ratings. Chief executive Lachlan Murdoch said the decline reflects viewers watching less television after an unusually intense news cycle, rather than switching to rival news channels.
Murdoch cited about $50 million in midterm-related advertising revenue at Fox’s national networks, $250 million at its local stations and $50 million at Tubi. He said Fox News still outdraws CNN and MS NOW combined and even ESPN, and compared the ratings pattern with the 2006 midterms; he expects a new slate of candidates in 2028 to renew interest.
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In short
- Fox reported $350 million in midterm-related ad revenue across its networks and Tubi.
- Lachlan Murdoch blamed Fox News’ ratings decline on viewers watching less television.
- He said Fox News still beats CNN and MS NOW combined.
How this story developed
- 34 minutes ago Fox chief executive Lachlan Murdoch attributed recent declines in Fox News ratings to viewer fatigue after an unusually intense news cycle last year.
- 2 hours ago Fox said midterm elections have brought substantial advertising revenue across its networks, even as Fox News faces lower ratings. Chief executive Lachlan Murdoch said the decline reflects viewers watching less television after an unusually intense news cycle, rather than switching to rival news channels.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Murdoch’s explanation is plausible: after an unusually intense news year, audiences may simply be spending less time with television, rather than moving to competing news outlets. The difficult year-on-year comparison and Fox’s continued large audience are consistent with a temporary dip, while the approaching midterms could renew interest.
The case against
The fatigue explanation is Murdoch’s account of the decline, and the figures given do not establish that viewers are watching less television overall or that Fox will regain its audience. A weaker comparison with last year may obscure a more lasting change in viewing habits or competition, so expectations of a rebound remain uncertain.