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The dramatic revamping of Fox’s lineup comes as the network has openly attempted to shift its on-air tone rightward and more opinion-focused-an apparent effort to retain its core conservative base and win back fleeing viewers angered by the network’s “straight news” coverage of Biden’s electoral victory and repeated debunking of the “stolen election” lies peddled by Trump and his allies, including some Fox stars. All demotions.” The only clear step up, the insider claimed, was for chief White House correspondent John Roberts, who will now co-host a two-hour news broadcast with Sandra Smith that, in part, replaces Perino’s hour. “Dana wasn’t rating,” a Fox News insider told The Daily Beast regarding the soon-to-be-former 2 p.m. to 4 p.m.) hours hit particularly hard, losing 39 percent of its viewership. Fox News experienced double-digit declines for every weekday show between the election and mid-December, with its daytime (9 a.m. MacCallum’s was far from the only weekday program to face post-election ratings struggles. “I don’t think anyone took Newsmax seriously until that.” “I think it scared them to their core when Greg Kelly beat Martha in the key demo,” a current Fox staffer said. And Newsmax’s ratings have indeed fallen back to earth after its two-week post-election surge. Of course, while much attention has been placed on Newsmax’s exponential post-election ratings growth, the network still only attracts a small fraction of Fox’s total audience. “The world changed for Fox the day they called Arizona and the question that remains is will the audience ever forgive the news people for doing it.” One person familiar with the matter suggested the pressure to revamp Fox’s programming came from above CEO Scott and network president Jay Wallace. Bottom feeders like Newsmax and OAN scrambled to accrue our disenfranchised viewers.” Then we called Arizona for Biden and everything changed. “Before the election, she was always number one. In fact, between Election Day and mid-December, The Story with Martha MacCallum’s ratings dropped 44 percent compared to pre-election while Kelly’s viewership in the same hour skyrocketed by 486 percent.Īnd while MacCallum’s ratings have been in freefall since the election-and Newsmax’s single-night victory capped her stunning decline-she was regularly getting beaten in both the demo and total viewership by her CNN and MSNBC counterparts before the election, per Nielsen numbers.Īs a result, network brass “clearly don’t think is strong enough to be part of the prestigious primetime lineup,” said a current staffer, who spoke on condition of anonymity to speak freely about their current employer. Indeed, MacCallum appears to be at the center of the internal shake-up after rabidly pro-Trump Newsmax host Greg Kelly, a former Fox News personality, beat her on December 9 in the key ad demographic of viewers ages 25-54.
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“The rise of Newsmax TV has caused a major shake-up at Fox News with news today that early evening host Martha MacCallum has been demoted to early afternoons.” “The Fox is on the run,” Newsmax CEO Chris Ruddy gloated in a statement following Fox’s announcement. Newsmax May Not Destroy Fox News, but Will Annoy the Shit Out of It But to network insiders who spoke with The Daily Beast, the moves signal a clear step down for several key anchors as the network experiences some ratings decline-the result of its election week on-air call to project President-elect Joe Biden as the winner of Arizona’s vote and a subsequent surge in ratings for Newsmax, the upstart right-wing cable outlet that has sought to lure Fox viewers away with its unabashedly alt-reality, pro-Trump coverage. Fox News emphasized that no anchor was demoted and MacCallum will continue co-anchoring all major political events.