According to a new report from Mediaite, Shep Smith’s new CNBC show’s viewership has continued to erode since its first week.
Smith is even losing in viewership to repeats of Fox Business’ “Lou Dobbs Tonight” which averaged 305,000 viewers between September 30 and October 22.
Per Mediaite Smiths show is “bringing in an average of 343,000 total viewers in its first week according to Nielsen, the show dropped to 268,000 in its second week, 254,000 in its third, and is set to continue to decline for week four (ratings for last Friday will be in later today).”
In addition “Between September 30 and October 22, The News with Shepard Smith was at the bottom of 7 p.m. cable news ratings — behind MSNBC’s Joy Reid, CNN’s Erin Burnett and Fox News’ Martha MacCallum — with an average of 272,000 viewers.”
Smith’s viewership is now a small fraction of the over a million a day he brought in at Fox News.
Mediaite Senior Editor Joe DePaolo said in July “Shepard Smith is superb at what he does. His integrity is impeccable. He delivers the news without fear or favor. He pulls no punches during interviews with newsmakers on both sides of the aisle.”
He then pivoted pessimistically and said “his new show is likely doomed. Completely, hopelessly doomed,” DePaolo added, explaining that cable news viewers generally reward opinion and argument, and that few from Smith’s Fox News audience would be likely to follow him to CNBC. “Odds are that his new show will not upset many. But that’s only because they won’t be watching in the first place.”