Ellison's '70%' audience claim faces reality check
David Ellison, the media mogul now steering CBS News and eyeing CNN, has built a narrative around capturing a neglected swath of American voters. His proclaimed target: the elusive “70% of Americans and really around the world that identify as center-left, as center-right.” Unfortunately, the numbers don't seem to support it, raising questions about the foundation of his editorial strategy.
The data doesn't lie (apparently)
During a recent CNBC appearance, Ellison confidently cited this figure as a guiding principle for his networks. This isn't a new tactic; he's been deploying it since August, suggesting a deliberate focus on a supposedly underserved demographic. The idea, superficially appealing – a promise to speak to the silent majority beyond the partisan fray – carries a whiff of political opportunism. It’s a strategy reminiscent of Bari Weiss’s Free Press, another venture under Ellison’s wing, which he lauded during a Bloomberg Media conference.
But here’s the rub: polling data paints a dramatically different picture. A YouGov survey from last fall found only 40% of US adults identify as “center-left,” “center,” or “center-right.” Pew Research, in a separate report, landed at 41%. Even Gallup, known for its conservative leanings, clocked the number at 45%, noting a “new high” for independent voters. The implication is clear: Ellison is chasing a phantom audience – or, at the very least, significantly inflating its size.
Paramount Skydance, when pressed, stood by the statistic, but couldn’t produce a single survey to back it up. This lack of substantiation undermines the credibility of Ellison’s approach, particularly given his ambitious plans for CBS News and potential CNN acquisition. Scott MacFarlane, a former CBS News correspondent, recently departed and offered a pointed dismissal of attempts to tailor news coverage to niche audiences, suggesting such efforts are fundamentally impractical.
A centrist strategy: viable or futile?
Daniel Cassino, a professor of government and polling expert at Fairleigh Dickinson University, offers a sobering assessment. While a centrist-oriented news organization could theoretically succeed, he believes it faces an uphill battle. “The audience for every news channel is largely going to consist of partisans,” Cassino explained. “They’re the ones who care about political news and follow it.” The allure of appealing to the “moderate” voter is strong, but the reality of media consumption is decidedly more polarized.
The early results for CBS News under Ellison and Weiss haven't been encouraging. While 60 Minutes remains a reliable draw, the network’s morning show and the flagship evening news program, helmed by Tony Dokoupil, are struggling to find an audience. The CBS Evening News averaged a paltry 4 million viewers in March, a new low for the program. Perhaps Ellison's pursuit of the non-existent 70% is the first sign of a deeper problem.
The truth is, the news business isn’t about finding a mythical middle ground; it’s about accurately reflecting the complex and often contradictory views of the people who are already paying attention. And right now, those people aren't a neatly packaged 70% of centrists.