WOW, How much Did CBS Pay for the Perky Katie Couric to come in Third Place?


CBS was all smiles when they signed Katie Couric away from the NBC “Today Show” to Katie Couricbecome the first news woman anchor of a network evening newscast. That coup came with a expensive price tag. CBS has gone out on an all out marketing blitz to promote Couric. It appears that it may have been all for nothing. CBS News  is right back in the cellar.

Couric is earning $15 million to $16 million a year under the contract she signed in 2001 and CBS is expected to exceed that. The domino effect of her decision will clearly impact all three networks. (Washington Post)


The results that CBS were looking for with their replacement anchor of Dan Rather and Bob Schieffer have been nothing short of a disaster. Ratings continue to fall from her initial week. The fifth week was the toughest for Katie Couric, whose viewership on the “CBS Evening News” has dropped each week since her debut the day after Labor Day.   After all the marketing and fanfare, Couric and the CBS News are back to where they started, third place.

Now for week 6, check out these disappointing numbers  (Drudge Report)

Monday, Oct. 16, 2006

WABC 7.1
WNBC 5.3
WCBS 3.7

KABC 5.9
KNBC 3.1
KCBS 1.5

NBC 9.3
ABC 7.8
CBS 2.5

CBS claims that they are not bothered by Katie Couric’s continued falling ratings. Sure they are.

Posted October 17, 2006 by
Media | 5 comments

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  • Daily Commentary – Friday, April 29th, 2011 – Katie Couric to Leave CBS
  • Katie Couric Pulls Strings and Delays Delta Shuttle flight out of Washington, D.C

  • Comments

    5 Responses to “WOW, How much Did CBS Pay for the Perky Katie Couric to come in Third Place?”

    1. Miss-Underestimated on October 17th, 2006 10:25 am

      Do you remember being told there is no I in team? I think that goes the same for some newscasts/tv news shows. They are only as good as the whole package and not so good as to sustain ratings by themselves.

      Too bad for CBS, they should have done more homework.

    2. GretaMAL on October 17th, 2006 11:16 am

      They should have hired GRETA !!!!!!!!

    3. Nut44x4 on October 17th, 2006 12:27 pm

      she is weird…..she now never smiles, like she is a robot. Never liked her be4 and I never will. It must be a difficult transition from morning tv 2 night….perhaps that is why she is now so serious?? Just too weird 4 me…

    4. Kate on October 17th, 2006 7:51 pm

      Katie’s Today Show bubbly personality isn’t appropriate on the “more serious” evening news telecasts. She was doomed to fail from the beginning. Evening news just doesn’t suit her personality…no fun anymore!

    5. Jon on October 20th, 2006 12:42 am

      Katie will be more useful on other CBS shows. Watch

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