CBS Mornings’ Ratings Plunge Below 2 Million Amid Turmoil

NEW YORK, N.Y. — CBS News is facing significant challenges as its morning show, “CBS Mornings,” saw its average total viewership dip below 2 million during the last two weeks of March. This milestone coincides with ongoing controversies surrounding the network’s leadership and programming strategies.

As the parent company Paramount prepares to negotiate a settlement for a lawsuit filed by President Trump regarding CBS News’ famed program “60 Minutes,” the network’s executives find themselves under scrutiny for recent strategies to boost morning ratings. This includes a high-profile flight to space featuring host Gayle King, pop star Katy Perry, and Lauren Sanchez, Jeff Bezos‘ fiancée.

The decline in morning news viewership is part of a larger trend affecting various broadcast networks. Over the past decade, audiences for morning shows like CBS’s have halved, resulting in ABC and NBC programs such as “Good Morning America” and “Today” maintaining significantly larger audiences. Nielsen ratings reveal that “GMA” attracted 2.8 million viewers and “Today” drew 2.6 million during the same period, while “CBS Mornings” struggled with fewer than 2 million viewers, prompting competition from Fox’s “Fox & Friends.”

In 2018, CBS Mornings reportedly generated $250 million in revenue, surpassing even “60 Minutes.” In comparison, “GMA” earned $350 million and “Today” captured $408 million in 2019, highlighting the financial stakes tied to morning programming.

The drop in viewership presents a stark contrast to the 3.6 million average viewers CBS Mornings garnered in 2017, and insiders express concern over the “light” programming and perceived alienation from the target audience. A segment featuring “RuPaul’s Drag Race” winner Bob the Drag Queen discussing his new book was particularly criticized for not resonating with viewers.

CBS has not responded to requests for comment about the ratings or programming choices. The ratings decline poses added pressure on CBS News leadership, which has been beset by allegations of partisan bias and the ongoing lawsuit ramifications from Trump against “60 Minutes” relating to an edited interview with Vice President Kamala Harris.

The controversy surrounding “60 Minutes” intensified when edited segments suggested possible distortions. CBS leadership’s handling of this situation is critical as they seek to maintain credibility and viewer trust. Shari Redstone, the matriarch of Paramount, is reportedly focused on settling the lawsuit to facilitate a merger with Skydance.

However, settling may backfire, bringing accusations of impropriety concerning regulatory approval from the Federal Communications Commission (FCC). Some insiders indicate that an apology for the editing could lead to upheaval within CBS News’ leadership, as current executives have reportedly declared that they will not issue any admissions of fault.

The leadership of CBS News, including CEO Wendy McMahon and “60 Minutes” executive producer Bill Owens, faces increasing pressure amid criticism from various quarters—ranging from the format shifts in the evening news to overall ratings. The failed attempts to reformat the evening news program after Norah O'Donnell‘s exit illustrate the challenges in capturing stable viewership.

With new executive Tom Cibrowski on board as the president and executive editor, questions loom regarding his ability to navigate the existing turmoil. Insiders suggest that while he may have experience revamping morning shows like “GMA,” he faces skepticism about his capacity to manage the distinct culture of “60 Minutes” and lead CBS News amidst ongoing critiques and budget cuts.