For three decades, presidents leveraged prime-time television to shape public policy views. Broadcast networks offered a 'captive audience' for direct messaging.
However, recent Nielsen ratings show declining viewership during presidential addresses (1969-1998). This paper explores two factors: growing political disaffection and cable TV expansion.
Using data from the 1996 National Election Study alongside historical broadcast figures, we developed a model to analyze viewing decisions. Contrary to expectations, political alienation did not drive declining audiences.
Cable Television Fragmentation proved central instead. Our findings demonstrate that this shift ended the 'golden age' of presidential television on broadcast networks.
Furthermore, Strategic Adaptation by Networks and Leaders, including reshuffling schedules, suggests both parties are responding to viewer fragmentation.
| Has Cable Ended the Golden Age of Presidential Television? was authored by Samuel Kernell and Matthew A. Baum. It was published by Cambridge in APSR in 1999. |
