April 4, 2007

Anna Nicole Smith - Anatomy of a Feeding Frenzy

Topline

Coverage of Three Major News Stories: February 8 – March 2, 2007

Anna Nicole Smith Coverage – Percent of Newshole

Outlet Feb. 8* and 9 Feb. 8* to Mar. 2
Network TV Total (includes PBS) 20% 6%
ABC Morning 61 10
ABC Evening 7 1
CBS Morning 60 20
CBS Evening 10 2
NBC Morning 57 17
NBC Evening 15 3
PBS Evening 0 0
Cable TV Total 55 22
CNN 55 14
Fox News 50 32
MSNBC 59 21
Radio Total 32 4
Online Total 25 4
Newspapers Total 17 1

Iraq War Coverage – Percent of Newshole

Outlet Feb. 8* and 9 Feb. 8* to Mar. 2
Network TV Total (includes PBS) 26% 24%
ABC Morning 2 13
ABC Evening 25 26
CBS Morning 2 11
CBS Evening 18 22
NBC Morning

2

10
NBC Evening 22 27
PBS Evening 56 44
Cable TV Total 13 17
CNN 16 17
Fox News 15 10
MSNBC 7 26
Radio Total 12 28
Online Total 9 25
Newspapers Total 19 16

Campaign 2008 Coverage – Percent of Newshole

Outlet Feb. 8* and 9 Feb. 8* to Mar. 2
Network TV Total (includes PBS) 4% 7%
ABC Morning 18 8
ABC Evening 0 5
CBS Morning 0 11
CBS Evening 9 6
NBC Morning 0 15
NBC Evening 7 3
PBS Evening 0 3
Cable TV Total 4 11
CNN 0 11
Fox News 0 8
MSNBC 14 16
Radio Total 17 11
Online Total 3 9
Newspapers Total 17 8

Top Stories: February 8 – March 2, 2007

Top Stories for All Sectors: February 8* to March 2, 2007

Rank Top Story Percent of Newshole
1 Iraq Policy Debate 9%
2 Campaign 2008 9
3 Anna Nicole Smith 8
4 Events in Iraq 7
5 Iran 5
6 Iraq Homefront 4
7 Snowstorms 3
8 North Korea 2
9 Afghanistan 2
10 CIA Leak/Plame Case 2
11 Tornadoes in AL, MO 2
12 Stocks Fall on Feb. 27 2
13 War on Terror General 2
14 Immigration 2
15 Oscars 1

Top Stories for Network TV (including PBS): February 8* to March 2, 2007

Rank Top Story Percent of Newshole
1 Iraq Policy Debate 11%
2 Events in Iraq 7
3 Iraq Homefront 7
4 Campaign 2008 7
5 Anna Nicole Smith 6
6 Snowstorms 6
7 Iran 4
8 Tornadoes in AL, MO 3
9 Stocks Fall on Feb. 27 3
10 Afghanistan
11 North Korea 2
12 Jet Blue Problems 2
13 HPV Cervical Cancer Vaccine 2
14 Climbers on Mt. Hood 2
15 Hurricane Katrina Aftermath 2

Top Stories for Cable TV: February 8* to March 2, 2007

Rank Top Story Percent of Newshole
1 Anna Nicole Smith 22%
2 Campaign 2008 11
3 Iraq Policy Debate 10
4 Events in Iraq 4
5 Iran 4
6 Afghanistan 3
7 CIA Leak/Plame Case 3
8 Tornadoes in AL, MO 3
9 Iraq Homefront 3
10 Immigration 3
11 Snowstorms 2
12 War on Terror General 2
13 Baseball Team Bus Crash 2
14 Stocks Fall on Feb. 27 1
15 North Korea 1

Top Stories for Radio: February 8* to March 2, 2007

Rank Top Story Percent of Newshole
1 Iraq Policy Debate 21%
2 Campaign 2008 11
3 Events in Iraq 5
4 Global Warming 4
5 Anna Nicole Smith 4
6 Iran 3
7 Iraq Homefront 3
8 Oscars 2
9 Stocks Fall on Feb. 27 2
10 Immigration 2
11 CIA Leak/Plame Case 2
12 War on Terror General 2
13 North Korea 1
14 Afghanistan 1
15 Hurricane Katrina Aftermath 1

Top Stories for Online: February 9* to March 2, 2007

Rank Top Story Percent of Newshole
1 Events in Iraq 13%
2 Iraq Policy Debate 9
3 Campaign 2008 9
4 Iran 6
5 Snowstorms 4
6 Anna Nicole Smith 4
7 North Korea 4
8 CIA Leak/Plame Case 3
9 Afghanistan 3
10 War on Terror General 2
11 Iraq Homefront 2
12 Climbers on Mt. Hood 2
13 Tornadoes in AL, MO 2
14 Israeli/Palestinian Conflict 2
15 Oscars 1

Top Stories for Newspapers: February 9* to March 2, 2007

Rank Top Story Percent of Newshole
1 Campaign 2008 8%
2 Events in Iraq 7
3 Iran 6
4 Iraq Homefront 6
5 North Korea 3
6 Iraq Policy Debate 3
7 Immigration 2
8 Stocks Fall on Feb. 27 2
9 CIA Leak/Plame Case 2
10 Hurricane Katrina Aftermath 2
11 Health Care 2
12 Snowstorms 1
13 Anna Nicole Smith 1
14 War on Terror General 1
15 US Economic Numbers 1

 

*Note: The news outlets included on February 8 were those that aired after the announcement of Anna Nicole Smith's death around 3:00 pm ET. Shows that aired prior to 3:00 pm ET on the February 8 are not included. Newspapers and web sites from February 8 are not included either because newspapers are published in the morning and the web sites are captured for this study before 10:00 am ET.