According to the article:
The results demonstrate once more the apparent preference of viewers for opinion-oriented shows from the news networks in prime time.Yup. Cable news has become, if nothing else, a branded bunch of personality cults. Follow that approach and you'll have some success in the emerging cultish cableverse. Otherwise, get used to last place. Hell, Anderson Cooper couldn't even beat repeats of Nancy Grace or Keith Olbermann. Man, that's cold.