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 become 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)

COURIC: CBS ‘EVENING NEWS’ RATINGS DISASTER
Monday, Oct. 16, 2006

NEW YORK CITY
WABC 7.1
WNBC 5.3
WCBS 3.7

LOS ANGELES
KABC 5.9
KNBC 3.1
KCBS 1.5

WASHINGTON, DC
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.