At a recent news conference, President Trump touched on questions about tariffs, Gaza and vaccines before zeroing in on one of his favorite subjects: TV and radio ratings. A journalist, referring to an unconfirmed report that Howard Stern’s SiriusXM radio show was being canceled, handed Trump a sugar-coated softball: “Is the Hate Trump business model going out of business because it’s not popular with the American people?”
The president was primed and ready to take a swipe at late-night television, namely Paramount’s recent cancellation of “The Late Show With Stephen Colbert” and other types of hosted programs he perceives as The Enemy. Anything to distract from his broken promises around IVF funding, a tepid jobs report and his failure in producing the Epstein files.
“Colbert has no talent,” said the president. “I mean, I could take anybody here. I could go outside in the beautiful streets and pick a couple of people that do just as well or better. They’d get higher ratings than he did. He’s got no talent. Fallon has no talent. Kimmel has no talent. They’re next. They’re going to be going. I hear they’re going to be going. I don’t know, but I would imagine because they’d get — you know, Colbert has better ratings than Kimmel or Fallon.”
Ratings are important to Trump. It’s data he’s fond of weaponizing. Just ask his “Celebrity Apprentice” successor Arnold Schwarzenegger. But what about the president’s ratings?
According to a Gallup poll, six months into Trump’s second term, his job approval rating has dipped to 37%, the lowest of this term and just slightly higher than his all-time worst rating of 34% at the end of his first term.
In comparison to other two-term presidents at the same point in their presidency, he’s well below the 59% average, second-quarter rating set by all post-World War II presidents elected from 1952 to 2020. Bill Clinton (44%) came the closest as the only other president to have a sub-majority approval rating during his second quarter.
So Trump and Clinton do have something in common other than their association with the late sex trafficker Jeffery Epstein. Which brings us to polling numbers about Trump’s handling of those files.
A recent YouGov poll shows 46% of Americans think Trump was involved in crimes allegedly committed by Epstein. A whooping 82% of Americans — including 91% of Democrats and 76% of Republicans — believe that the government should release all documents it has on the Epstein case. And only 4% of those polled are in favor of Trump pardoning Epstein’s co-conspirator, Ghislaine Maxwell.
There are no major polls yet on how folks feel about Maxwell being quietly moved from a Florida prison to a minimum-security federal prison camp in Texas where the majority of inmates are serving time for nonviolent offenses and white-collar crimes. Maxwell’s role in a violent crime — the recruiting and trafficking of minors for sex — led to her 20-year sentence.
Trump’s public obsession with ratings date back to his time hosting the television reality competition “The Apprentice.” It was a genuine hit in that first season, rounding out the year 2004 as the seventh-most-watched TV show of the year.
But its ratings declined steadily each year after that, according to the Chicago Tribune, from 11th place overall in its second season, to 15th, then 38th. By its sixth season, it finished as the 75th-most-watched show. If Trump’s presidency were a reality TV show, he’d be headed into his sixth season.
Enough about TV shows. Let’s look at a quantifiable way to apply television ratings to the presidency: inaugurations. According to Nielsen, Trump’s first swearing-in ceremony drew 30.6 million total viewers — 19% less than Barack Obama’s in 2009, when 37.8 million tuned in.
Trump’s 2025 swearing-in ceremony had 6 million fewer U.S. viewers than his first-term inauguration. Even worse, that’s 9 million fewer viewers than Biden attracted for his big day in 2021.
Here’s where the art of distraction comes in handy. Focus on other people’s faults to cover your own. Enter the Clintons, again. At Wednesday’s news conference, Trump said that shock jock Stern’s ratings “went down when he endorsed Hillary Clinton [in 2016].” What’s Trump’s excuse?