A number of media figures and news outlets have seen their audiences diminish substantially in the months since former President Donald Trump left office.
Case in point: MSNBC host Nicolle Wallace is experiencing what the Washington Examiner called a “ratings implosion” in the absence of constant Trump-related coverage.
Neilsen Media Research reported that the weekday program Deadline White House has seen a nearly 80% drop in viewers since January in the 25-54 age demographic, which is often cited as the most important for advertising revenue.
By the end of last month, data showed that the show brought in only about 147,000 daily viewers in the demographic, which represented the lowest point of the year. In fact, Wallace’s program has been on a clear downward trajectory for months now.
Roughly 543,000 viewers in the coveted age range were tuning in to watch Wallace in January, but that number had dropped to around 297,000 by the following month. In March, it dropped again to about 177,000.
Although the numbers rebounded slightly in April to roughly 215,000, May marked the lowest point yet in 2021.
While there are various possible reasons for her cratering numbers, many analysts are pointing to the fact that Trump is no longer in the White House.
An unmistakable trend
The former president himself predicted that cable news ratings would suffer without him in office — and it appears he was right. Wallace is not alone among political reporters who are finding it more difficult to attract viewers.
Even top-rated MSNBC host Rachel Maddow has seen a steep drop in her ratings. A number of CNN personalities, including Jake Tapper, Don Lemon, and Chris Cuomo, are faring even worse than their MSNBC counterparts.
Fox News Channel ratings are also down compared to last year, but it remains the dominant cable news network in the post-Trump era.
Without a steady supply of anti-Trump narratives to deliver to their audiences, it seems that mainstream media figures across the board are struggling to remain relevant.
Wallace, who was among the most virulent critics of the Trump administration, is now suffering the effects more acutely than others. Despite her clear animosity toward the former president, it might not be much longer before she starts praying for his return.