For myself, it's Fox News' currently landing in 3rd behind both CNN and MSNBC (first time in 20 years) that I find more useful in terms of viewership loss.
When ratings are down 50%, advertising revenue goes down 50%.
Fox News has a wall street earnings call in 2 weeks!
Panic time for the Murdochs!
Mass firings and layoffs at Fox coming soon starting with Suzanne Scott their CEO!
Yes, the real comparison is between Fox and the other cable news channels. I remember when Fox ratings were more than the others combined.