The president of CBS News, Tom Cibrowski, is under internal pressure following a week of historically low viewership for "CBS Mornings." The program averaged 1.59 million viewers for the week of July 13, marking the first time it has fallen below the 1.6 million viewer threshold, according to Nielsen ratings. This represents a 13% decrease in viewers compared to the same week in the previous year.
Internal sources have expressed concern over the ratings, with one anonymous insider stating Cibrowski is "dead meat" and that the all-time low is "embarrassing." The drop occurs as Cibrowski oversees "CBS Mornings," a role he took on this year. Sources indicate that Cibrowski and CBS News Editor-in-Chief Bari Weiss have differing visions for the network, contributing to speculation that Cibrowski could be held accountable if ratings continue to slide.
A point of contention cited by some insiders is the continued absence of a permanent third co-host. The role was vacated in January when Tony Dokoupil moved to "CBS Evening News." Additionally, executive producer Shawna Thomas was replaced in March by Jon Tower on an interim basis, with Cibrowski reportedly playing a significant role in the show's day-to-day operations. The use of a rotating cast of fill-in co-hosts alongside anchors Gayle King and Nate Burleson has been suggested as a factor affecting the program's consistency.
However, some individuals familiar with the situation argue that Cibrowski has not been provided with adequate resources to make substantial hires or invest in the broadcast. Despite these challenges, other insiders criticize Cibrowski's strategy, suggesting a focus on lighter, so-called "news you can use" content, such as weight-loss and weather stories, is alienating viewers who seek more substantive news coverage during a period of significant global events.
"Tom keeps saying people want weight-loss stories and weather stories. Holiday travel stories. He says it’s ‘news you can use’ — problem is, no one wants it,” one source commented. “People need news.” Another source described Cibrowski as having “a dim view of what American audiences want at a time of so much upheaval.”
Recent ratings trends have been difficult for "CBS Mornings," which also posted its lowest first quarter and worst May ratings on record, and is on pace for its weakest June. The program has consistently finished in third place among morning television broadcasts, both before and during Weiss's tenure. Morning television viewership typically declines during the summer months, and rival programs have also experienced historic lows in recent periods.
Despite the overall downward trend, Monday's broadcast of "CBS Mornings" showed a modest improvement, drawing approximately 1.7 million viewers and 263,000 adults aged 25-54, a 34% increase in the key demographic compared to the preceding Monday. Nevertheless, the long-term trajectory remains a significant challenge for the morning show, a key revenue generator for the network.