I remember reading something that said while Fox has dominated the ratings forever, that CNN essentially has the same number of viewers. Apparently Fox viewers just tend to be heavy watchers, watching for hours at a time rather than for like 10-20 minutes. Additionally, Murdoch and co have struck business deals with many corporations to put Fox News on in their businesses at the start of the day, and unless somebody requests it, it will not be changed. Not to mention when I was traveling even to New England this past summer to look at some east coast schools, I stayed in four hotels, all of them had Fox News, only one had MSNBC.