Newsmax TV Sees Growth, But Metrics Well Behind Big Cable News Networks
- by Wayne Friedman , December 11, 2020
Upstart Newsmax TV, the conservative-focused cable news TV network, has seen growth in advertising and viewing results of late -- but it is still far behind bigger cable news channels in key ad business and viewing metrics.
Since the start of December, Newsmax has seen 2,168 airings of TV commercials, amounting to $598,000 in total advertising -- yielding 236 million impressions, according to iSpot.tv.
By way of comparison, over those same ten days, Fox News Channel earned $24.5 million in advertising, and 4.5 billion impressions. CNN was at $21 million and 5.5 billion impressions, while MSNBC came in at $7.8 million and 4.5 billion impressions.
Newsmax TV -- one of the few media outlets that has not called the Presidential election for Joe Biden -- has drawn major interest and criticism over conspiracy-theory stories around election results.
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Many recent Newsmax advertisers include health, pharmaceutical, financial, and insurance companies -- Medicare Coverage Helpline, Prevagen, Senate Georgia Battleground Fund, Interactive Brokers, NewDay USA, HomeTitle Lock, ServPro, Waterpik, Experian, and Omaha Steaks.
Recently, Newsmax made news when one prime-time show -- “Greg Kelly Reports” -- beat other news cablers for its one-hour time period among the key 25- 54 advertising demo on Monday, December 7 -- averaging 229,000 viewers.
This beat second-place Fox, with"The Story with Martha MacCallum" in the time 7 p.m. time period, which had 203,000. Before the election, the show had just under 10,000 viewers among 25-54 viewers.
Just after the election, Newsmax witness sharply higher overall viewership, pulling in a Nielsen-measured 429,000 average prime-time viewers for the week ending November 23 -- more than 10 times its third-quarter average of 37,000.
Looking at the bigger picture, Newsmax TV is projected to pull in $25 million in ad revenue this year, according to S&P Global Market Intelligence's Kagan. In comparison, Fox News Channel is estimated to take in $1.19 billion in ad revenues for 2020.
