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Trump slump? Lachlan Murdoch cites ‘viewer fatigue’ as Fox ratings dive

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Miller, H. (2026, November 2). Trump slump? Lachlan Murdoch cites ‘viewer fatigue’ as Fox ratings dive. The Sydney Morning Herald. https://www.smh.com.au/business/companies/trump-slump-lachlan-murdoch-cites-viewer-fatigue-as-fox-ratings-dive-20261103-p61ar6.html?ref=rss&utm_medium=rss&utm_source=rss_feed

Dated from the outlet's own feed. Check the original for its byline.

The Sydney Morning Herald · collected 2026-11-02 · by Hannah Miller

Quick Summary

Lachlan Murdoch, CEO of Fox News, reported a significant drop in viewership—28%—from September 28 to October 25, attributing the decline to "viewer fatigue." During an earnings call with analysts on Monday (US time), he noted that despite this dip, Fox remains the most-watched cable network and is still expected to have more daily viewers than any other midterm year since 1998. Murdoch also highlighted record political advertising revenue of over $350 million for midterms. The article suggests a correlation between declining approval ratings for President Trump and reduced engagement with Fox’s traditional audience, while CNN and MS NOW saw viewer increases.
Written by AI on 2026-11-02, from this article's own text only (the story summary below draws on all the coverage).

AI analysis

Story summary

Fox News chief executive Lachlan Murdoch acknowledged a significant decline in the network's viewership, reporting a 28% drop in its prime-time audience to an average of 2 million viewers from September 28 to October 25, according to Nielsen data. On a call with analysts on November 1 (US time), Murdoch attributed this trend to "viewer fatigue," noting that the network had seen similar declines during previous midterm elections under President Bush's second term in 2006. Despite the drop, Fox News remains the most-watched cable news channel and is expected to have more daily viewers than any other midterm year since 1998. Murdoch emphasized that while viewers are watching less TV overall, they are not switching to competitors like CNN or Versant Media Group’s MS NOW; instead, they are simply consuming less television content.

Written for “Fox Ratings Dive Due To Viewer Fatigue” on 2026-11-03, grounded in this article and the 0 other(s) covering the same event.

Story

📰 Fox Ratings Dive Due To Viewer Fatigue
Entertainment · 1 article(s) covering the same event.

Compared with similar articles

This article reads centre and hedges 10% of its claims. Each row says how that neighbour differs.
The Straits Times
⚖️ Leans left further left than this Hedges 5 of 18 claims Outlet record 66/100
“Article A reports a general decline in Fox News viewership leading up to the midterm elections, while Article B attributes this decline specifically to 'viewer fatigue' and cites comments made by Lachlan Murdoch during an analyst call.”
How this article was measured signals, leaning charts, publisher record, byline, topics and claims

Signals How these are calculated →

Claims extracted
21
sentences that state something as happening or true
Uncertain
10%
2 of 21 hedged ("reportedly", "may", "according to")
Leaning
Centre
of the writing, not the subject · beta estimate
Publisher signals
61/100
The Sydney Morning Herald's corrections and hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
1
Entertainment
Same framing elsewhere
1
articles that frame the event the way this one does
Analyzed 2026-11-02 · how these are computed

How this is being covered How these are calculated →

Article leaning vs. publisher reliability
Source leaning vs. consistency

Publisher

The Sydney Morning Herald · 5927 article(s) · 15 correction(s) detected
Running correction rate · 15 correction(s)

Who wrote this

Hannah Miller
3 article(s) here · 1 carrying a prediction
🔮 Fox News notched strong viewership last year because of coverage on events like massive floods and the assassination of right-wing political activist Charlie Kirk, which could account for the unfavorable comparison this year, Murdoch said.
🔮 I'd be lying in bed and I could see my breath."
2026-10-22 · assertive framing · 'An £8k service charge left me unable to pay bills'
🔮 "Quite a few people told us that we wouldn't win, but we were persistent and we got the result we wanted", he added.
2026-10-08 · assertive framing · Residents win Curo service charge legal battle
Also by Hannah Miller
Nothing else under this byline is closely related to this article, so these are simply their most recent.

Topics

CNN Fox Fox News MS NOW Nielsen

Subjects

Murdoch PERSON · 5× Fox ORG · 4× Fox News ORG · 3× CNN ORG · 2× MS NOW ORG · 2× Nielsen ORG · 2× Charlie Kirk PERSON · 1× George W. Bush’s PERSON · 1× Lachlan Murdoch PERSON · 1× Versant Media Group’s ORG · 1×

Narrative

The Democrats are currently favoured by both traditional polls and prediction market odds to win the House of Representatives and Senate, as voters grapple with issues around affordability, a controversial war in Iran and tariffs.
framing: assertive · carried by 1 article(s) · first seen 2026-11-02
🔮 Fox News notched strong viewership last year because of coverage on events like massive floods and the assassination of right-wing political activist Charlie Kirk, which could account for the unfavorable comparison this year, Murdoch said.
2026-11-02 · The Sydney Morning Herald
Trump slump? Lachlan Murdoch cites ‘viewer fatigue’ as Fox ratings dive · assertive framing

Claims (21 extracted, 2 hedged)

Fox chief executive officer Lachlan Murdoch acknowledged a steep decline in viewership on Fox News ahead of midterm elections and attributed it to “viewer fatigue.” asserted
Murdoch → acknowledge → fatigue
The cable news network had seen similar trends during the 2006 midterms, which also fell during a president’s second term — George W. Bush’s, Murdoch said on a call with analysts on Monday (US time) to discuss financial results. asserted
Murdoch → see → results
Fox News notched strong viewership last year because of coverage on events like massive floods and the assassination of right-wing political activist Charlie Kirk, which could account for the unfavorable comparison this year, Murdoch said. uncertain
Murdoch → notch → comparison
The network is still the most-watched on cable and is expected to have more daily viewers on average than in any other midterm year going back to 1998. asserted
network → watch → 1998
Fox News experienced a 28 per cent drop in its prime-time audience to an average of 2 million viewers from September 28 to October 25, according to Nielsen data. uncertain
News → experience → data
“Those viewers are not going to any other channel,” Murdoch said. asserted
Murdoch → go → channel
“They’re not switching to CNN or MS NOW. asserted
They → switch → CNN
They’re just fatigued and watching slightly less television overall.” asserted
They → fatigue → television
Versant Media Group’s MS NOW experienced a 15 per cent increase to 1.16 million viewers, while Skydance’s CNN averaged 644,000 viewers, a 16 per cent increase over the same period, Nielsen data showed. asserted
data → experience → period
Some media observers attribute the decline to President Donald Trump’s slipping approval ratings, suggesting disengagement from Fox’s traditional Republican audience. asserted
observers → attribute → audience
The Democrats are currently favoured by both traditional polls and prediction market odds to win the House of Representatives and Senate, as voters grapple with issues around affordability, a controversial war in Iran and tariffs. asserted
voters → favour → Iran
Fox reported fiscal first-quarter revenue of $US4.57 billion ($6.5 billion), exceeding Wall Street’s estimates of $US4.31 billion. asserted
Fox → report → billion
Adjusted earnings before interest, taxes, depreciation and amortisation were $US1.64 billion, beating analysts’ expectations of $US1.37 billion. asserted
earnings → beat → billion
The network also reported record political advertising for midterms of more than $US350 million. asserted
network → report → million
Fox saw $US250 million spent on political ads on local stations, $US50 million on the Tubi streaming platform and another $US50 million for national political ads. asserted
Fox → see → ads
Overall, ad revenue jumped 47 per cent to $US2.08 billion in the quarter, mainly from broadcasting the men’s FIFA World Cup over the summer. asserted
revenue → jump → summer
Murdoch said the network is interested in pursuing the US media rights for the next two tournaments. asserted
network → say → tournaments
FIFA began the bidding process for those last month. asserted
FIFA → begin → those
The rights are expected to fetch as much as $US4 billion. asserted
rights → expect → billion
“We were obviously happy with the performance of the World Cup this past year and we’ll be looking at the rights for 2030 and 2034 in a disciplined manner as we would with all sports rights,” Murdoch said. asserted
Murdoch → look → rights
Bloomberg The Business Briefing newsletter delivers major stories, exclusive coverage and expert opinion. asserted
newsletter → deliver → stories
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