"Only 1.38 percent of Fox News’ primetime viewers are African-American."
While working on his article published yesterday in the New York Times highlighting the right-wing media’s “misleading coverage,” reporter Brian Stelter did some background research into cable news viewership demographics. While he didn’t include the findings in his story, he found them notable enough to publish on Twitter. The Huffington Post summarizes the results:
The New York Times’ Brian Stelter tweeted that, according to Nielsen Media Research, Fox News has averaged just 29,000 black viewers in primetime so far this television season (9/09-7/10). That represents just 1.38% of its 2.102 million total viewer audience.
CNN and MSNBC, meanwhile, both have far more black viewers, both in absolute terms and as a proportion of their overall audiences.
Fox’s coverage of race hasn’t done anything to attract an African-American audience. Their “long history of aggressive race-baiting and racially charged commentary” has perhaps alienated many of their viewers. As Stelter reported in his article, “The National Association of Black Journalists has faulted Fox for years for inaccurately portraying blacks.” The group recently condemned the channel for their “lack of due diligence” on the Shirley Sherrod story. The group’s criticism came on the heels of Fox News contributor slamming Fox host Megyn Kelly being slammed on air for “doing the ‘scary black man thing’” with her coverage of the New Black Panthers Party faux scandal.