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Couric’s CBS News Slips to Third; Media Buyers Divided
In spite of over-the-top hype and a first week that looked promising, Katie Couric and the CBS Evening News began this week - her second as the news show’s anchor - in third place.
The CBS Evening News dominated over both NBC Nightly News and ABC World News in ratings last week, but on Monday - a big news day because of the fifth anniversary of 9/11, viewers had apparently gone back to their usual favorites, with NBC Nightly News back on top with 8.3 million viewers, USA Today reports. ABC World News finished second with 7.9 million and CBS third with 7.5 million (compared with the 13.6 million she drew when she premiered on Sept. 5).
Media planners are divided about Couric’s performance as anchor, as they showed in a Media Life poll. Some 36.9 percent responded that “her broadcast is nothing but fluff. She seems nervous and I’m baffled by the story selection. CBS would be wise to move her to ‘The Early Show’ and quickly.” Twenty-seven percent were impressed, saying, “The newscast isn’t perfect but it is different, and I’m encouraged by CBS’s willingness to take chances. I think she’ll find her groove and stay at No. 1 for a long time.”
The remaining respondents were undecided.