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The Olbermann Juggernaut

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November 2006 cable ratings are in, and the Keith Olbermann juggernaut continues.

MSNBC General Manager Dan Abrams issued a memo to staffers, officially proclaiming that MSNBC is "on a roll." "In primetime, we're up more than any other cable news network" proclaimed the memo.

Abrams' memo failed to make specific note of the fact that MSNBC clearly owes its new found ratings fortune to Keith Olbermann who weighed in with 266,000 Adults 25-54 and 689,000 total viewers, some 230,000 more viewers than any other program on MSNBC.

Some highlights:

  • Olberman's 266,000 Adults 25-54 represent a 63% increase versus November 2005. His 689,000 total viewers represent a 49% increase.
  • Olbermann is now a solid number two among the cable newsers at 8pm. He was a distant number three a year ago.
  • Competitively Bill O'Reilly continues to slide, -19% in total viewers from a year ago.
  • A Year ago Paula Zahn on CNN maintained a 67% edge over Olbermann in total viewers, but her 11% slide coupled with Olbermann's 49% inclrease has catapulted Olbermann past her into second place.
  • Olbermann far outpaced his network in primetime.

  • His 63% increase among the 25-54 "money demographic" compares with a 44% overall primetime increase for MSNBC.
  • His 49% increase in total viewers compared with a 25% overall primetime increase for MSNBC.
  • Olbermann is currently engaged in contract negotiations with MSNBC, and that may explain the absence of ecstatic praise for Olberman in the Abrams memo cited above. But one thing every one ought to agree on is that it is Olbermann who is on a roll, and MSNBC would be lost without him. It is high time for them to offer Keith Olbermnann some big bucks and a multi-year contract.

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    I am a retired advertising sales executive/manager and am now Executive Director of the Assassination Archives and Research Center (AARC). I am also a member of the Senior Editor Team at Op Ed News. I also serve as Research Director and Board (more...)
     

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