Over the summer, when I started to keep an eye on Newsmax’s Nielsen ratings, the channel was averaging about 25,000 viewers at any given time — a tiny number by any TV news standard. As the election was approaching, the audience ticked up, but it was still just a fly on the Fox elephant’s back. In the final week of October, Newsmax was averaging just 65,000 viewers at any given time.
Then came the election. Newsmax averaged 182,000 viewers during the election week that ended on Sunday. And it is growing even more this week. On Monday the channel averaged 347,000 viewers. On Tuesday, 437,000 viewers. Evening shows like “Spicer & Co” and “Greg Kelly Reports” are reaching 700,000 and 800,000 viewers. These shows struggled to hit 100,000 before the election! Something has changed.
I’m hearing two theories: First, that Fox’s early projection about Biden winning Arizona enraged Trump loyalists, causing some to flip over to Newsmax, at least temporarily. Second, that Fox’s portrayal of Biden as president-elect is causing even more angst, and sending even more viewers in Newsmax’s direction.