'Fox & Friends' is First at 5 A.M.3/29/2012 9:43 AM Eastern
Fox News Channel is evidently extending its cable news Nielsen rule into another hour.
Now in its third week, FNC's expanded Fox & Friends format is building viewership and topping MSNBC and CNN shows in the 5 a.m. hour.
Fox & Friends First, which debuted weekdays in the aforementioned timeslot on March 5, averaged 411,000 viewers in the 5 a.m. hour from March 19 through March 23, according to Nielsen data. That was more than the twice the audience of MSNBC's First Look (5 a.m.)/Way Too Early with Willie Geist (5:30 a.m.), which averaged 147,000 watchers and CNN's Early Start, which tallied 135,000.
Among the news sector's preferred adults 25-to-54 watchers, Fox & Friends First, which leads into the main Fox & Friends telecast that runs from 6 a.m. to 9 a.m., also more than doubled the demo marks of its competitors, with 168,000 of those viewers, compared with 68,000 for MSNBC's pair and 62,000 for Early Start.
The demo performance of Fox & Friends First is also noteworthy, considering it is outdelivering a number of CNN's top evening shows, when HUT levels are greater. During its first week on the air from March 5-9, Fox & Friends First outscored Erin Burnett OutFront, with 165,000 adults 25 to 54 to 124,000. The following week it also surpassed Outfront, as well as Piers Morgan Tonight and John King USA.
Last week, the performance of Fox & Friends First bettered that of Piers Morgan Tonight (153,000), Anderson Cooper 360 (150,000), The Situation Room (121,000), Erin Burnett Outfront (116,000) and John King USA (104,000), accoring to Nielsen data.