Ad revenue per viewer is more important.
If the Joe Rogan Show earns more than the just-terminated Tucker Carlson Show, then Tucker Carlson would have quit years ago.
I’m not sure that Rogan earns more. Probably not, but he’s reaching significantly more ears. Pretty much every guy I know within ten years of my age either direction (44) listens to Rogan at least a little. I don’t know anyone in my age demo who watches cable news. I haven’t for at least a decade. We’re all podcasts, vid shorts like YouTube, etc and online news aggregators. I’m excited to see where Tucker lands without the constraints of Newscorp.