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Al Jazeera America Paid $25,000 Per Viewer

Posted By Daniel Greenfield On October 12, 2013 @ 11:17 pm In The Point | 15 Comments

How badly is Al Jazeera America, the news outlet of the Qatari government, doing? Their viewer 25-54 demos are falling into the zero category in some cases. That means they can forget about any ad money.

The network’s worst performer in primetime last week was 10 p.m.’s Consider This, hosted by Antonio Mora. The current affairs talk show finished out the week with an average of 9k total viewers and only 3k in the demo. According to Nielsen ratings figures, on Thursday evening the show racked up a 0 in the demo score.

The network’s flagship program, 9 p.m.’s America Tonight never hit rock-bottom with the 0 demo rating, but things didn’t look so pretty regardless. The newsmagazine-style show pulled in an average of 18.6k total viewers, with 7.4k in the demo.

Shows like America Tonight were the whole reason why Qatar spent $500 million on Al Jazeera America. The Islamist tyranny was hoping to influence Americans with its own news cable station.

The last ad on its YouTube channel got more views than a lot of its programming.

So what did Al Jazeera America end up paying per viewer? Forget the demos. Even average viewership is in the under 20k range. Qatar’s ruler blew 25K per viewer spending 500 million to reach a few thousand viewers an hour.

That’s a valid metric because ad rates are based on CPM or the price per thousand viewers. So for example FOX News has a CPM of 4.3 and CNN has a CPM of 2.58 while MSNBC has a CPM of 3.95. Al Jazeera spent $500 million to reach 20,000 viewers giving it a CPM of 25000000.

Impressive.


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