During the hour, commercial breaks were largely filled with spots from direct-response advertisers, including the dietary supplement SuperBeets; the home-repair service HomeServe.com; and CarFax, a supplier of auto ownership data. Viewers of the telecast on WCBS, CBS’ flagship station in New York, even saw a commercial for Chia Pet, the terra-cotta figure that sprouts plant life after a few weeks.And then we learned that the town hall was a ratings flop.
Direct-response advertisers typically pay lower prices in exchange for allowing TV networks to put their commercials on air when convenience allows. A flurry of the ads appearing in one program usually offers a signal that the network could not line up more mainstream support for the content it chose to air.
A more monied class of sponsors was evident during the first commercial break appearing in the 9 p.m. hour on CBS, a rebroadcast of a 2024 episode of “48 Hours.” Marketers appearing included Amazon, Ferrero Group, and Procter & Gamble.
According to early numbers from Nielsen’s Big Data + Panel measurement, the one-hour CBS News town hall ... drew 1.548 million total viewers and 237,000 in the coveted advertising demographic of viewers aged 25 to 54. Those numbers rose to 1.867 million viewers overall 265,000 in the advertising demo when Nielsen released its final numbers Tuesday afternoon.But Weiss and CBS News are undaunted. They're doing more town halls, although the guests seem a bit more upmarket.
Based on Nielsen’s final ratings, the Erika Kirk sitdown declined 11 percent in total viewership compared to the network’s standard programming in that time slot year to date – and was down 41 percent in the key demo.
CBS News editor-in-chief Bari Weiss is ... launching a series of primetime town halls and debates alongside Weiss’ The Free Press under the banner “Things That Matter.”While Weiss might think she's making CBS News more appealing to Americans in flyover country, what she's really doing is creating a right-leaning version of the sort of lecture series that upper-middle-class Manhattan dwellers love, the kind of programming you'd expect at the 92nd Street Y or the New York Historical Society. I live among these people, and this programming seems maybe a few inches to the right of what they enjoy -- and some of it would be appealing to them just the way it is. They'd flock to a chat with Wes Moore or Sam Altman. They read and occasionally agree with Ross Douthat. And while they might not be J.D. Vance fans now, a Vance talk would have sold out quickly on the Upper East Side or Upper West Side in his pre-Trump days.
CBS says that Vice President JD Vance, Maryland Governor Wes Moore, and OpenAI CEO Sam Altman have all agreed to participate in the town halls, with the debates set to address topics like “Does America Need God?” “Has Feminism Failed Women?” and “Should Gen Z Believe in the American Dream?”
CBS has lined up people like Isabel Brown and Harry Sisson to debate the American dream, Steven Pinker and Ross Douthat to debate the God question, and Liz Plank and Allie Beth Stuckey to debate the feminism question.
All this leads me to believe that while Weiss may have regarded Erika Kirk as a blood-and-soil heroine of the heartland Volk, she also saw her as the head of a well-connected political organization -- just the sort of high achiever (or at least the widow of a high achiever) whose opinions should be valued most.
Weiss thinks other top news media decision makers are out of touch with ordinary Americans, but she's as out of touch as she thinks they are. She thinks Americans sit down in front of the TV after a long day's work hoping to be educated and lectured to. I wonder how many of these broadcasts she'll be allowed to do before her employers pull the plug.


