Few individuals have shaped the modern media landscape like Donald Trump. His tenure as the 45th President of the United States from 2017 to 2021 was not only a political phenomenon but also a media goldmine.
Traditional news outlets, particularly broadcast networks, experienced unprecedented viewership, engagement, and revenue surges during his presidency.
With Trump now re-elected as the 47th President of the United States, his return to the White House promises to once again invigorate the broadcast news business in ways that are already becoming evident.
MSNBC and CNN experienced dramatic drops in viewership after the 2024 election. MSNBC's prime-time audience dropped by more than half, and CNN's viewership decreased by 46%.
On the other hand, Fox News maintained a strong viewership base during both administrations, and its ratings increased 12% following the 2024 election, according to data from the Wall Street Journal and Associated Press.
One of the first moves to emphasize how the major US cable news shows prepare for a second Trump term came from MSNBC, which will air “The Rachel Maddow Show” every weekday for the first 100 days of the Trump administration - compared to just one show a week since 2022.
On the other hand, CNN seems to be taking a more cautious approach. Reports indicate that the network is considering moving anchor Jim Acosta's show, "CNN Newsroom with Jim Acosta," from its 10 a.m. slot to midnight, a move speculated to be an effort to mitigate tensions with the Trump administration, given Acosta's historically contentious relationship with the President.
However, CNN's newest prime-time star, Kaitlan Collins, host of “The Source with Kaitlan Collins,” will return to her old gig as a White House reporter while continuing to host “The Source.” During Trump's first term, Collins was known to get into combative back-and-forths with the president, including the only town hall the network did with Trump during the last election cycle.
(Image, Courtesy of CNN/Warner Bros. Discovery) 👇
Fox News, known for its conservative-leaning coverage, is anticipated to maintain its supportive stance toward President Trump. The network is expected to continue providing favorable coverage of the administration's initiatives, aligning with its established editorial perspective. While specific strategic changes at Fox News have not been detailed in recent reports, the network's historical approach suggests continuing its current programming and commentary style.
The Trump Effect: Why It Worked for the Broadcast News Business
A Constant Stream of Ratings-Boosting Content
Trump’s presidency was characterized by an unrelenting news cycle. His penchant for dramatic statements, policy reversals, and controversial tweets ensured that there was never a dull moment. Broadcast news channels thrived on this constant flow of material. The need to cover Trump’s every move transformed daily programming, turning even routine events into must-watch TV.
Prime-time broadcasts saw significant gains in viewership as audiences tuned in for live coverage of Trump’s rallies, press conferences, and impromptu remarks. This constant stream of content allowed networks to fill airtime with stories guaranteed to attract viewers, creating a ratings bonanza many in the industry had not seen since the early days of cable news.
Polarization Drives Viewership Loyalty
Trump’s polarizing persona created an audience dynamic that was a boon for broadcast news. Conservative networks like Fox News cemented their status as champions of Trump’s agenda, building a loyal viewer base that reliably tuned in for coverage reinforcing their political beliefs. Meanwhile, liberal-leaning networks like CNN and MSNBC positioned themselves as Trump’s critics, cultivating an equally dedicated audience eager to consume critical analyses and exposés.
This polarization effectively guaranteed a steady stream of engaged viewers as audiences sought out coverage that validated their opinions. This binary environment translated into consistently high ratings and lucrative advertising revenue for broadcast news.
Breaking News as a Spectacle
Trump’s presidency elevated breaking news to a form of entertainment, particularly for broadcast television. Whether it was a surprise executive order, an impromptu press briefing, or a late-night tweet, networks scrambled to deliver live, up-to-the-minute coverage. The immediacy and drama of these events drew millions of viewers, creating a sense of urgency that kept audiences glued to their screens.
Live events like Trump’s impeachment trials, Supreme Court nominations, and debates with political adversaries became major television spectacles, often dominating primetime slots and drawing viewers away from streaming platforms and traditional entertainment programming.
Trump’s Reality TV Background
Trump’s background as a reality television star gives him an understanding of how to captivate an audience. His ability to create narratives, foster drama, and deliver memorable soundbites make him an ideal subject for broadcast news. Networks often treated his presidency as an ongoing reality show, offering a new plot twist each day.
From the infamous “sh*thole countries” remark to his public feuds with political adversaries, Trump provided a seemingly endless supply of headline-grabbing moments. Broadcast networks capitalized on these controversies, dedicating extensive airtime to analysis and debate, keeping viewers and advertisers satisfied.
The Return of the Trump Presidency: A Boon for Broadcast News
With Trump’s re-election, broadcast networks are already reaping the rewards of his return to the White House. Here’s how his new term is poised to drive another golden age for broadcast news:
Renewed Political Drama
Trump’s return has reignited political tensions, ensuring that broadcast networks have no shortage of material to cover. Again, congressional battles, cultural controversies, and executive actions dominate headlines, giving networks endless content for their news cycles.
Dominance of Live Coverage
Broadcast news thrives on live coverage, and Trump’s presidency is already delivering. His press conferences, rallies, and international summits are treated as major events, with networks dedicating wall-to-wall coverage to dissect every word and gesture. This focus on live events boosts ratings and reinforces the unique value of broadcast news in an age where digital platforms often prioritize pre-recorded or written content.
Advertising Revenue Windfalls
High viewership numbers translate directly into increased advertising revenue. Trump’s ability to attract large audiences—supporters and detractors—ensures that prime-time ad slots remain highly coveted. For networks, this surge in revenue provides the resources to invest in expanded coverage and new programming.
A Global Audience
Trump’s influence extends beyond U.S. borders, making his presidency a subject of global interest. International audiences watch how Trump’s policies and decisions affect global politics, trade, and diplomacy. This expanded audience further enhances the profitability of broadcast news as networks cater to domestic and international viewers.
Even in a faraway market such as Norway, both the leading player, the public broadcaster NRK, and the largest commercial broadcaster, TV 2, established Trump-specific news shows, which they are expected to re-vamp in some form.
The TV president
While Trump’s presidency undeniably benefits broadcast news, it raises ethical concerns. Critics argue that the relentless coverage can blur the line between journalism and entertainment, prioritizing sensationalism over substantive reporting. Networks must balance their financial incentives with their responsibility to provide accurate, fair, and unbiased coverage.
Donald Trump’s presidency has proven to be a transformative force for the broadcast news industry. His re-election as the 47th President has reignited a period of unparalleled growth and engagement for networks, with ratings and revenues already climbing. For the broadcast news business, Trump’s return to the White House is not just a political event but a lucrative opportunity to captivate audiences and dominate the media landscape.
The need for proper tools
Such an unpredictable news cycle will also necessitate tools that are agile, scalable, and capable of rapid deployment. Broadcast news organizations will need systems that allow journalists to work from anywhere and collaborate seamlessly across the globe. Leveraging technology to enhance responsiveness and ensure real-time reporting will be key to thriving in this fast-paced and dynamic environment.
Dina and Mimir, with their innovative serverless browser-based platforms, fit perfectly into this evolving picture. Dina’s ability to streamline workflows and enhance collaboration ensures that newsrooms can operate efficiently, regardless of team member's location. Meanwhile, Mimir’s video collaboration tools offer broadcasters an edge by enabling teams to edit, review, and publish video content in real-time, regardless of geographic location. By facilitating seamless communication and efficient video production, Mimir empowers news organizations to keep pace with the demands of an ever-changing news cycle. Together, these tools position broadcasters to navigate the complexities of the Trump-era media landscape with precision and speed.
