The Evolution of Evening News: Navigating Change in a Digital Era
The evening news has long been a foundational element of American broadcasting, offering a daily digest of events through the trusted voices of anchors like Walter Cronkite, Tom Brokaw, and Peter Jennings. However, as the traditional television landscape shifts, these iconic news programs are encountering significant challenges.
Declining Viewership and Network Responses
According to Nielsen, the audience for network evening news broadcasts has seen a marked decline, with a drop of nearly 1 million viewers in the 2024-25 season alone. To confront this downward trend, top news executives are taking decisive steps, including significant overhauls in the format and personnel of two major broadcasts.
- In June, NBC is poised to welcome Tom Llamas as the new anchor for “NBC Nightly News,” replacing Lester Holt, who has held the position since 2015.
- CBS recently transitioned its anchor role to a duo, John Dickerson and Maurice DuBois, in an effort to create longer segments that deviate from traditional headline-focused reporting.
These strategic changes aim to bolster network competitiveness against “ABC World News With David Muir,” which currently enjoys its largest lead over competitors in 30 years.
Competing in a Fragmented Media Environment
Evening news programs are not only up against other networks but also face fierce competition from an array of digital platforms, including streaming services and social media. Notably, YouTube is appealing to both older and younger demographics, presenting a challenge to traditional broadcasts in maintaining their viewership base. According to research, these evening segments are still among the few that encourage appointment viewing, averaging 18 million viewers per night, with a total monthly reach of 71 million.
Challenges for CBS Evening News
Despite its ambitious new format, “CBS Evening News” has struggled after making personnel changes. The program has fallen below 4 million viewers during several weeks, facing competition from Fox News and other networks. This underscores the broader difficulties of altering audience expectations in established programs where familiarity tends to breed loyalty.
Fresh Perspectives and Audience Engagement
NBC News executives have high hopes for Llamas, believing his prior success in anchoring the streaming news program “Top Story” will rejuvenate “Nightly News.” Janelle Rodriguez, executive vice president of NBC News programming, stated, “We think he’s exactly the right guy at this moment.” However, history indicates that anchor changes can often result in a temporary decline in viewership.
In contrast, “ABC World News,” under David Muir, has maintained strong ratings, reportedly averaging around 8 million viewers per broadcast. This success is attributed to Muir’s engaging presentation style and the program’s careful balance of informative content with visual appeal.
Ad Revenue and Market Dynamics
Even with declining audiences, evening news broadcasts remain lucrative. Data from iSpot.tv reveals that advertising spending on these programs reached $669 million in 2024, marking an increase of 12% from the previous year. Furthermore, a study by Magid indicated that news is the primary reason 50% of consumers tune in to network affiliates, underscoring the significance of these broadcasts to the networks’ identity.
Shift in Advertiser Interests
Interestingly, the demographic across evening news audiences is predominantly older, which also influences marketing strategies—about 46% of advertising dollars are directed toward pharmaceutical products, a trend reflecting the age of viewers.
The Future of Evening News
As the evening news landscape evolves, executives at networks are aware of the necessity for adaptation in order to remain relevant. Broadcast networks are increasingly focusing on digital platforms to expand their reach, with segments being made available on platforms like YouTube and TikTok. For instance, “NBC Nightly News” recently accumulated 43 million views on TikTok in the first quarter of 2025, highlighting the need for a multi-platform strategy to attract diverse viewers.
In conclusion, while the evening news faces its share of challenges, strategic adaptations and a focus on evolving audience engagement models may allow these traditional programs to continue their legacy despite the digital age’s pressures. The upcoming months will be telling as NBC and CBS implement their changes, striving to capture the audience’s attention in a fragmented broadcast landscape.