By WALT BELCHER
MEDIA GENERAL NEWS SERVICE
The TV sets in the White House may not be tuned to Fox News Channel, but the favorite channel of the previous administration is riding high in the age of Obama.
So far this year, the network with the “fair and balanced” motto has widened its lead over its 24-hour cable news rivals, averaging more viewers in prime time than CNN and MSNBC combined.
Since Barack Obama took office, the network’s prime-time average is up 30 percent over last year, and the network’s 6 p.m. “Special Report with Bret Baier” is up 42 percent.
CNN has seen its audience drop from the highs seen last year during the hotly contested presidential race. And MSNBC, which enjoyed gains by emphasizing liberal commentators such a Rachel Maddow, isn’t growing as fast as FNC.
“The conventional wisdom among some liberal pundits was that Fox News would be in decline with this new administration, but we are thriving,” says Jay Wallace, vice president of News Editorial at Fox News Channel.
Hard Times Drive Ratings
Apparently those pundits didn’t take into account the worst economic crisis since the Great Depression, which has fueled viewer interest in news.
Bill Shine, senior vice president for programming at Fox News, has said that because Obama is still enjoying a honeymoon with other media, viewers are turning to Fox, where his policies are met with skepticism.
“The economy is driving the ratings, and we are asking the tough questions,” Wallace says. “Our viewers appreciate that.”
Anchor Baier adds that while conservative viewers tune to the network’s opinionated talk shows, viewers of all political persuasions are coming to the newscasts, which he says are nonpartisan.
“We do try to be fair and balanced,” says Baier, who replaced semi-retired conservative anchor Brit Hume.
“We are straight down the middle on all of our news programs,” Baier says. “Viewers are concerned about their wallets in these uncertain times. And people on both sides of the political aisle are coming to us to get the whole story.”
Conservative Celebrities Drive Ratings, Too
Liberal MSNBC commentator Keith Olbermann was one who predicted that Fox News Channel would do well with a Democrat in office.
During his Super Bowl visit to Tampa last month, Olbermann said Fox’s conservative pundits now have someone and something to rail against.
Much of Fox News’s overall ratings success comes from a trio of successful conservative talk shows hosted by Glenn Beck, Sean Hannity and Bill O’Reilly (who celebrates his 100th month as most-watched cable news host on Thursday).
On his blog, O’Reilly notes that “62 million Americans voted against Mr. Obama … folks who are uneasy with the direction of the country are not going to watch or read product from news organizations that are in the tank for Barack Obama.”
But Fox’s overall audience isn’t just conservative, though that may be the perception, because even Obama has joked that watching the network makes him feel bad about himself.
A recent study of viewers’ politics conducted by Pew Research Center found that Fox has the most balanced audience at 39 percent conservative, 33 percent liberal and 22 percent independent.
The CNN audience was 18 percent conservative, 51 percent liberal and 23 percent independent, while MSNBC’s viewers were 18 percent conservative, 45 percent liberal and 27 independent.