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Viewers Tune Out Katies Iraq Mission

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by Jeff Bercovici
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Sep 11 2007 12:00am EDT

Viewers Tune Out Katie's Iraq Mission

Okay, so a short-term ratings boost wasn't the point of Katie Couric's Iraq jaunt. Still, CBS has got to be disappointed that Evening News's viewership actually cratered last week. The average audience of 5.46 million is tied for the worst since Couric took over a year ago. The other two networks both had decent weeks, drawing around 7.8 million viewers apiece.

I've said already that the trip wasn't about ratings -- you don't attract viewers by focusing on the war -- but about rebranding Couric. From that standpoint, it seems to have been a modest success. That said, it doesn't do CBS much good to have people taking Couric more seriously if they don't start tuning in.

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