What's happened
CBS News has announced a new series of town halls called 'Things That Matter,' starting early 2026, featuring figures like Vice President JD Vance. Despite promotional efforts, the initial event with Erika Kirk drew low viewership, leading CBS to delay further town halls. The series aims to foster honest debate across political divides.
What's behind the headline?
The launch of 'Things That Matter' reflects CBS's attempt to re-engage viewers with substantive political discourse amid declining ratings. The low viewership of the initial event suggests that promotional efforts alone are insufficient to attract audiences, especially for content that may be perceived as politically or ideologically charged. The decision to delay further town halls indicates a strategic reassessment, highlighting the challenge of balancing meaningful dialogue with audience engagement. This move also underscores the broader struggles of legacy media networks to maintain relevance in a polarized media environment where viewers increasingly turn to alternative sources. The involvement of high-profile figures like JD Vance and the focus on divisive topics could either galvanize interest or deepen skepticism, depending on public perception. Ultimately, CBS's efforts will likely be tested by their ability to produce content that resonates authentically with viewers, or risk further erosion of their audience base. The series' success will depend on whether CBS can adapt its approach to meet audience expectations for both civility and relevance, or whether it will continue to face ratings challenges in a competitive landscape.
What the papers say
The Independent reports that CBS's 'Things That Matter' series aims to foster honest debate but has struggled with low viewership, with the first event averaging 1.867 million viewers, below typical ratings for that time slot. Nielsen data from December 16 indicates the event drew only 1.548 million viewers, with limited engagement among key demographics. Meanwhile, the NY Post highlights the broader decline in cable news ratings, noting Fox News's record-breaking year and the struggles of CNN and MSNBC, contrasting with CBS's recent ratings slump. The article suggests that CBS's ratings issues are part of a wider trend affecting traditional media outlets, with viewers shifting to digital and alternative platforms. The coverage underscores the challenge CBS faces in revitalizing its audience through politically charged programming, amid a landscape where cable news giants like Fox News continue to dominate and expand their reach, especially on digital platforms like YouTube.
How we got here
CBS announced 'Things That Matter,' a series of town halls designed to promote civil debate on key issues such as religion, feminism, capitalism, AI, and politics. The series is sponsored by Bank of America and presented by CBS News and The Free Press. The first event with Erika Kirk was heavily promoted but underperformed in ratings, prompting CBS to delay additional town halls. CBS has also seen a decline in overall viewership for its programming, with ratings below typical levels for the time slot, leading to internal adjustments and new team appointments.
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