NEWSNATION’S MEDIA ANALYST TOUTS NEWSNATION’S “GROWTH”

We periodically consumer the “Reliable Sources” newsletter put out by CNN‘s Oliver Darcy, but when we do, it’s with a huge dose of salt handy, especially when he is covering CNN’s attempts at rebuilding.

As for FOX “News” media “critic” Howard Kurtz….well fuhgeddaboudit.

So here comes Colby Hall, newly-minted media analyst at Nexstar’s NewsNation taking to his day job at Mediaite to tell us about the stunning ratings success of the former WGN America.

In the first week that followed the October 7 attack in Israel, NewsNation saw its highest-rated week in total day viewership and the advertiser-coveted 25-54 age demographic. And that was not just an outlier event — the following week, the relatively nascent network matched its most-watched week, posting the very same numbers for a second straight week.

In total day, NewsNation delivered its highest-rated average to date. In fact, compared to the most recent full quarter, NewsNation was up double-digits across the board – up +27% in total viewers and up +13% in the demo.

In prime time, NewsNation was also up double-digits across the board Monday through Friday compared to third quarter – delivering 126,000 total viewers and 20,000 in demo. The channel was up +20% in total viewers and up +17% in the all-important younger demo. Compared to the same week a year ago, primetime ratings are up nearly 50% in both categories, up +49% in total viewers and up +42% in A25-54.

Notice anything?

It’s all in percentages.

And percentages can tell a very pretty story.

Buried in the story were some real numbers: 126,000 total viewers and 20,000 in the demo in one recent week.

For a news organization that boasts some formerly high profile talent in Elizabeth Vargas, Ashleigh Banfield and Chris Cuomo, that is some pretty weak tea.

Two years on, the nation’s “fastest growing cable network” as their press releases continue to insist, manages to beat National Geographic Wildlife, Nickelodeon Jr., GOLF, and Fox Business to stand 62nd in the cable numbers.

The jury is still deliberating NewsNation’s prospects in a crowded cable world.

Excuse us, we need to get the salt.