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Bill O'Reilly, more
popular than ever
Viewership of 'Factor' surges after sex charges
By Diego Vasquez
Bill O’Reilly may be in personal torment over the
phone-sex flapola, but his career as Fox News's host-in-chief of “The O’Reilly
Factor” is thriving.
Ratings were way up for the two shows that aired after associate producer
Andrea Mackris filed her sexual harassment suit: last Thursday, Oct. 14, the day after,
and this Monday, Oct. 18.
On both days last week, the latest for which data is available, O’Reilly
saw dramatic increases in just about every key demo, including adults 18-34, 18-49s,
25-54s, households, and total viewers, versus his show's averages for the third quarter.
But two days is just two days. Surely, considering all the screaming
headlines and wild accusations of unwanted phone sex and extortion, viewing would be up
the following day, Thursday. Perhaps Monday too, considering all the weekend buzzing on
the internet and chat radio and TV.
The question: Will it hold? How many of those new viewers are tuning in just to see
whether the right-wing quipster will go off on his accuser?
No less a question: How many once-loyal O’Reilly viewers from the religious
right have dropped the show in indignation over Mackris' charges that O’Reilly
repeatedly talked dirty to her over several years and forced her to have phone sex against
her wishes?
A better sense of that will emerge this week. After a few days of tormented
comment, O’Reilly is now saying he's not going to discuss the Mackris suit and his
counter-suit, and he's even canceled a book tour for a children's book he's written. That
should drive off many if not most of the purely prurient.
But as it was, last week's viewer surge helped the already strong Fox News
Channel to a second-place finish in primetime on ad-supported cable.
For Thursday and Monday, the 8 p.m. nightly “O’Reilly Factor” was up 12 percent in 18-34s, from 143,000 to 160,000, 38
percent in 18-49s, from 520,000 to 717,000, up 43 percent in 25-54s, from 685,000 to
977,000, up 39 percent in total viewers, from 2.39 million to 3.32 million, and up 36
percent in households, from 1.79 million to 2.43 million. All
numbers are compared with "O'Reilly's" third-quarter
average.
Fox News finished the week ended Oct. 17 at No. 2 behind ESPN in primetime
households, with an average of 1.68 million. That was almost double CNN’s average of
882,000, which placed that network No. 10.
Leading the way for Fox News was its coverage of last Wednesday's third
and final presidential debate between George W. Bush and John Kerry and the post-debate
analysis show. The two shows ranked No. 2 and N0. 3 in the week's rankings, behind only
ESPN’s “Sunday Night Football.”
For O’Reilly, the guiding question is how well he handles the
Mackris controversy going forward. On his side is the election season, which means lots of
news to chew over in favor of things best left unsaid. Also, it would appear that whatever
dirt was due to come out that's damaging to his side has already hit the headlines. If
anything, stories will now start coming out about Mackris, putting her on the defensive.
Also working in his favor is O’Reilly's naturally combative personality.
As one media pundit has observed, it's just such a controversy as the Mackris suit that
energizes O’Reilly. Rather than being personally crushed, he will rise to new
levels of O’Reilly-ness, with the effect of becoming even more popular as the right's
most beloved TV chatter.
But a haunting passage from the Mackris suit suggests O’Reilly may have
trouble keeping his distance from the controversy. It's a passage relating to Al Franken,
the leftie comic who savaged O’Reilly in his book on conservative chatters.
It reveals a man who holds deep grudges and darker thoughts. Speaking of
Franken, he's quoted as saying: “Bam! The person gets what’s coming to them but
never sees it coming. Look at Al Franken, one day he’s going to get a knock at his
door and life as he’s known it will change forever. That day will happen, trust
me.”
TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Household Rating
Week Ending October 17 |
Rank |
Primetime |
Total Day |
Net |
(000) |
Net |
(000) |
| 1 |
ESPN |
1818 |
NICK |
1678 |
| 2 |
FOXN |
1675 |
NAN* |
1310 |
| 3 |
NAN |
1615 |
TOON |
1013 |
| 4 |
TNT |
1511 |
TNT |
973 |
| 5 |
TOON |
1438 |
FOXN |
848 |
| 6 |
USA |
1438 |
LIF |
836 |
| 7 |
LIF |
1263 |
USA |
740 |
| 8 |
SPK |
1206 |
ESPN |
736 |
| 9 |
TBSC |
1118 |
TBSC |
725 |
| 10 |
CNN |
882 |
MTV |
527 |
| 11 |
FX |
835 |
AEN |
514 |
| 12 |
SCIF |
821 |
SPK |
506 |
| 13 |
MTV |
782 |
FX |
478 |
| 14 |
DISC |
777 |
CNN |
465 |
| 15 |
AEN |
754 |
FAM |
462 |
| 16 |
TLC |
747 |
TVLD |
456 |
| 17 |
HIST |
715 |
HIST |
450 |
| 18 |
CORT |
708 |
HGTV |
441 |
| 19 |
HGTV |
707 |
CORT |
440 |
| 20 |
AMC |
682 |
DISC |
421 |
| 21 |
FAM |
670 |
AMC |
402 |
| 22 |
TVLD |
666 |
TLC |
397 |
| 23 |
CMDY |
629 |
SCIF |
390 |
| 24 |
FOOD |
482 |
FOOD |
364 |
| 25 |
ESP2 |
465 |
CMDY |
362 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
TOP 25 AD-SUPPORTED CABLE PROGRAMS
Ranked on Households
Week Ending October 17 |
| Rank |
Program |
Net |
(000) |
1 |
Vikings/Saints |
ESPN |
5548 |
2 |
You Decide 04-Pres
Debate |
FOXN |
4463 |
3 |
You Decide
04-Debate/Analysis |
FOXN |
4183 |
4 |
Spongebob |
NICK |
3467 |
5 |
Spongebob |
NICK |
3238 |
6 |
Fairly Odd Parents |
NICK |
3087 |
7 |
WWE Entertainment |
SPK |
3047 |
8 |
Spongebob |
NICK |
2976 |
9 |
WWE Entertainment |
SPK |
2972 |
10 |
Spongebob |
NICK |
2916 |
11 |
Spongebob |
NICK |
2899 |
12 |
Fairly Odd Parents |
NICK |
2865 |
13 |
Spongebob |
NICK |
2839 |
14 |
NFL Prime Time |
ESPN |
2825 |
15 |
Fairly Odd Parents |
NICK |
2819 |
16 |
Fairly Odd Parents |
NICK |
2760 |
17 |
You Decide 04-Pres
Debate Cvg |
FOXN |
2739 |
18 |
Sr/Post Prs Debate 3
2004 |
CNN |
2715 |
19 |
College
Football-Thur Night |
ESPN |
2701 |
20 |
Spongebob |
NICK |
2692 |
21 |
Spongebob |
NICK |
2672 |
22 |
Spongebob |
NICK |
2669 |
23 |
Sr/Pres Debate 3
2004 |
CNN |
2635 |
24 |
Spongebob |
NICK |
2609 |
25 |
Spongebob |
NICK |
2597 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 18-34
Week Ending October 17 |
Rank |
PRIME TIME |
TOTAL DAY |
Net |
(000) |
Net |
(000) |
| 1 |
ESPN |
556 |
NAN* |
382 |
| 2 |
TBSC |
504 |
NICK |
326 |
| 3 |
MTV |
416 |
TBSC |
323 |
| 4 |
TNT |
373 |
ESPN |
275 |
| 5 |
USA |
362 |
TNT |
273 |
| 6 |
SPK |
338 |
MTV |
266 |
| 7 |
FX |
337 |
TOON |
244 |
| 8 |
NAN |
321 |
USA |
210 |
| 9 |
DISC |
312 |
FX |
204 |
| 10 |
CMDY |
289 |
LIF |
194 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 18-34
Week Ending October 17 |
Rank |
PROGRAM |
NET |
(000) |
| 1 |
Vikings/Saints |
ESPN |
2010 |
| 2 |
Rw/Rr Battle of
Sexes II |
MTV |
1462 |
| 3 |
Real World XV |
MTV |
1432 |
| 4 |
Rescue Me |
FX |
1169 |
| 5 |
NFL Prime Time |
ESPN |
1051 |
| 6 |
Family Guy |
TOON |
1030 |
| 7 |
WWE Entertainment |
SPK |
1024 |
| 8 |
American Chopper |
DISC |
979 |
| 9 |
Futurama |
TOON |
950 |
| 10 |
Laguna Beach |
MTV |
949 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 18-49
Week Ending October 17 |
Rank |
PRIME TIME |
TOTAL DAY |
Net |
(000) |
Net |
(000) |
| 1 |
ESPN |
1234 |
NAN* |
721 |
| 2 |
TBSC |
910 |
TNT |
627 |
| 3 |
TNT |
906 |
TBSC |
566 |
| 4 |
SPK |
827 |
ESPN |
533 |
| 5 |
USA |
803 |
NICK |
533 |
| 6 |
FX |
676 |
LIF |
462 |
| 7 |
LIF |
643 |
USA |
441 |
| 8 |
NAN |
638 |
FX |
374 |
| 9 |
DISC |
617 |
SPK |
356 |
| 10 |
FOXN |
603 |
TOON |
347 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 18-49
Week Ending October 17 |
Rank |
PROGRAM |
NET |
(000) |
| 1 |
Vikings/Saints |
ESPN |
4517 |
| 2 |
You Decide 04-Pres
Debate |
FOXN |
2459 |
| 3 |
You Decide
04-Debate/Analysis |
FOXN |
2436 |
| 4 |
Rescue Me |
FX |
2205 |
| 5 |
NFL Prime Time |
ESPN |
2118 |
| 6 |
WWE Entertainment |
SPK |
2047 |
| 7 |
WWE Entertainment |
SPK |
1937 |
| 8 |
Sr/Post Prs Debate 3
2004 |
CNN |
1835 |
| 9 |
American Chopper |
DISC |
1833 |
| 10 |
Rw/Rr Battle of
Sexes II |
MTV |
1828 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
TOP 10 AD-SUPPORTED CABLE NETWORKS
Adults 25-54
Week Ending October 17 |
| |
PRIME TIME |
TOTAL DAY |
| Rank |
Net |
(000) |
Net |
(000) |
| 1 |
ESPN |
1252 |
NAN* |
664 |
| 2 |
TNT |
1009 |
TNT |
659 |
| 3 |
SPK |
867 |
ESPN |
502 |
| 4 |
USA |
840 |
TBSC |
493 |
| 5 |
TBSC |
788 |
LIF |
491 |
| 6 |
FOXN |
777 |
NICK |
446 |
| 7 |
LIF |
709 |
USA |
443 |
| 8 |
FX |
649 |
FOXN |
386 |
| 9 |
SCIF |
646 |
SPK |
356 |
| 10 |
DISC |
599 |
FX |
342 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
TOP 10 AD-SUPPORTED CABLE SHOWS
Adults 25-54
Week Ending October 17 |
Rank |
PROGRAM |
NET |
(000) |
| 1 |
Vikings/Saints |
ESPN |
4522 |
| 2 |
You Decide 04-Pres
Debate |
FOXN |
2981 |
| 3 |
You Decide
04-Debate/Analysis |
FOXN |
2862 |
| 4 |
NFL Prime Time |
ESPN |
2170 |
| 5 |
Rescue Me |
FX |
1972 |
| 6 |
Sr/Post Prs Debate 3
2004 |
CNN |
1945 |
| 7 |
WWE Entertainment |
SPK |
1902 |
| 8 |
WWE Entertainment |
SPK |
1893 |
| 9 |
C.S.I. |
SPK |
1835 |
| 10 |
Sr/Pres Debate 3
2004 |
CNN |
1812 |
| Source:
Turner Entertainment Research based on data from Nielsen Media Research. |
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Oct. 20,
2004 © 2004 Media Life
- Diego
Vasquez is a staff writer for Media Life.
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