MSNBC challenges credibility of new CNN commerical

Cable news channel CNN's latest ad campaign is raising quite a few eyebrows and has a competitor crying foul.

In a new television spot aimed at getting advertisers to spend more on the network, CNN proclaims it is "No. 1,  with more viewers than Fox and MSNBC." The ad goes on to say that CNN has held the top spot for seven years in a row.

That will be a big news flash to the other two networks, considering that both topped CNN in the ratings. During the second quarter, Fox News -- which has handily been beating CNN for years -- more than doubled CNN's audience in prime time and for the whole day. Even MSNBC, a one-time also-ran in the cable news wars, topped CNN in prime time for the second quarter.

Confused? We can help. CNN is using a cumulative number that reflects anyone who watched CNN for six minutes in a given month, a tidbit it chose not to disclose in the ad. That's not a standard that advertisers traditionally embrace when trying to decide where to put their money, and CNN's rivals consider it a dubious number. 

"We want to reach loyal viewers who tune in for longer lengths of time ... and hopefully are more engaged," says Andy Donchin of Carat, a media buying firm that spends heavily on cable news.

MSNBC is calling the ad fiction and has asked ratings service Nielsen to weigh in. While Nielsen approves all print ads based on its data, it does not require such approval for TV spots. But  if questions about an ad are raised, Nielsen can step in and request that claims be substantiated on screen. Nielsen has sent a request to CNN to discuss the spot.

"If we see it is misleading, we will advise them to change it," a Nielsen spokeswoman said.

Said MSNBC spokeswoman Alana Russo: "MSNBC beat CNN in prime time last quarter. It seems to have driven our competitor from news to fiction writing."

CNN spokeswoman Carolyn Disbrow countered that the promo is "based on fact" and added that "MSNBC is just anxious because they are not only behind CNN in the total number of individuals watching television each month, but they are trailing CNN on the Web and among the Web and television combined audience as well."

As for Fox News, spokeswoman Irena Briganti was doubtful the spot would work with advertisers or with Jeff Bewkes, chief executive of CNN parent Time Warner. 

"Jeff Bewkes is too smart to buy [CNN U.S. president] Jon Klein's nonsense," she said. 

-- Joe Flint

Comments

[Paul Stinson]

Now if only somebody would question the credibility of CNN's news. The Michael Jackson will led off a Situation Room that was more situation comedy than anything else. This on a day when there had been major US/allied loss of life in Afghanistan. Of course all life loss is worth noticing, but only mention the US/allied portion of things because that's the only time US networks seem to cover it.

[Rex Ozone]

CNN is Fox lite. It is more egregious in it's corporate parroting by claiming to be "reliable." It may be but only for the likes of Phillip Morris, Exxon, Kaiser Permanente and shards left of the Republican Party. Their reportage is sooooooooo misleading and purposeful.

[peacemum]

CNN - maybe the 'most trusted' - but it is certainly NOT the most 'trustworthy' news network. All corporate news is infotainment... and any cable stations calling itself a NEWS network is a joke. Here's a good study made about how much real news is presented by CNN: http://tvnewslies.org/html/cnn___contains_no_news.html