I am not surprised that Fox News watchers were not much in the mood to watch the inaugural festivities but I am shocked that only 22% of their audience was in the 25-54 age range. I think it is safe to say that they didn’t do very well with views 24 and younger, so it appears that nearly 80% of their audience was 55 and older. Since advertising rates are tied to the prime 25-54 demographic, this is not good news for Fox’s revenues. It is also an ominous sign for the future. Every day that someone dies of old age is a day that Fox will lose audience share.
I still remember the 2010 midterms, so I don’t want to predict that the conservative movement is dead, but I think that 2010 was their high water mark. The future will be about managing their decline.
