I'm not on Twitter much, and from what I see most social media seems to be pretty toxic for its users. Still, social media is ubiquitous, so you'd be forgiven for thinking that Twitter is essential for any media personality... but apparently not. Tucker Carlson is dominating cable news despite his meager use of Twitter (or because of it?).

As was the case in total viewership, Fox News led by Carlson, dwarfed the competition in the 25-54 demo.
  1. Tucker Carlson Tonight (791,000), Fox News
  2. Hannity (754,000), Fox News
  3. Special Report (668,00), Fox News
  4. The Five (655,000), Fox News
  5. The Ingraham Angle (655,000), Fox News
  6. The Story (603,000), Fox News
  7. Cuomo Prime Time (587,000), CNN
  8. Anderson Cooper 360 (568,000), CNN
  9. CNN Tonight (524,000), CNN
  10. Erin Burnett OutFront (502,00), CNN

For some context, Carlson's average is more than what sports shows, which tend to have a younger audience, draw in total viewership. ...

Executives are led to believe that the two demographics are highly influenced by Twitter and other social media platforms. Carlson, the media's biggest star, provided a brutal counterpunch to that belief.

Carlson tweets once or twice a week. He sent just one tweet in the entire month of April, a month he dominated the competition in. He excels absent of the microphone his competition views as a necessity to capture the demographics he just won.

What's more, when advertisers succumb to demands to boycott Carlson they're leaving money on the table.

Carlson is the antithesis of what the vast majority of media is today. He's the threat they warn you about. He's recently been under more fire for his stance on Black Lives Matter and the nationwide riots. Hopefully, by this point in the column, you'll know you can guess the results.

You guessed it, decision-makers, again, listened like cowards. Executives at Disney, T-Mobile, Papa Johns, and SmileDirectClub took the demands and pulled their advertisements from his show. The viewers, who the companies advertise for, did the opposite. Viewers of all ages flocked to him in record-setting numbers.

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