David Ellison, the chairman and CEO of Paramount Skydance, has frequently cited a striking statistic to outline his editorial vision for CBS News and potentially CNN, a network he is poised to acquire. During a CNBC appearance in early March, Ellison emphasized that his media outlets would target "the 70% of Americans and really around the world that identify as center-left, as center-right." This narrative of an overlooked centrist majority resonates in today's polarized political climate, aligning with the approach of high-profile figures like commentator Bari Weiss.
Polling Data Contradicts Ellison's Assertion
However, publicly available polling data paints a different picture. A YouGov survey conducted last fall and published in January reveals that only 40% of U.S. adult citizens identify as "center-left," "center," or "center-right." Similarly, Pew Research data from last year places this figure at 41%, including those who lean toward Democrats or Republicans or have no leanings. Gallup's findings indicate that 45% of Americans identify as Republican-leaning independents, non-leaning independents, or Democratic-leaning independents, a record high but still far below Ellison's 70% claim.
Implications for Media Strategy
These surveys suggest that while a centrist audience exists, it is not as extensive as Ellison portrays. A spokesperson for Paramount Skydance stated the company "stands by the stat" but could not provide specific survey evidence to support it. Ellison first mentioned this statistic in August, reiterating it during a Bloomberg Media conference in October, where he linked it to the philosophy of The Free Press, another media acquisition.
Ellison's argument implies that most Americans are not firmly aligned with political parties and would welcome neutral programming. Yet, Gallup data from 2025 shows 54% of Americans identify as Democrats or Republicans, with an additional 35% as leaning independents. Pew data corroborates this, with 59% self-identifying as Republicans or Democrats.
Expert Analysis on Centrism and News Audiences
Daniel Cassino, a professor of government and executive director at Fairleigh Dickinson University's polling operation, notes that Americans struggle to categorize their political leanings. Based on American National Election Study data, he estimates about 47% could broadly be considered centrist. Cassino warns that while a centrist-oriented news organization could succeed, it faces challenges, as partisan viewers often dominate political news audiences.
Challenges at CBS News Under New Leadership
The early performance of CBS News under Ellison's ownership and Weiss's influence has been mixed. While 60 Minutes remains successful, other programs have struggled. The CBS Evening News, anchored by Tony Dokoupil, a favorite of Weiss, averaged about 4 million total viewers in March, a new low. Former CBS News correspondent Scott MacFarlane, in a recent appearance on Katie Couric's streaming show, dismissed the idea of targeting specific conservative viewers, stating there is no effective formula for such outreach.
In summary, David Ellison's repeated claim that 70% of Americans are centrist is not supported by major polling organizations. This discrepancy raises questions about the feasibility of his media strategy, which aims to capture a largely centrist audience that may be smaller than anticipated. As CBS News navigates these challenges, the focus on centrism could impact its viewership and credibility in a competitive media landscape.
