The people with sufficient power to determine media coverage have goals they prioritize more highly than they do ratings. Otherwise, CNN wouldn't have chosen to trash their ratings in the first place, which was a calculated decision over a period of years. The current Tucker situation is the other tell. Ratings are very much a secondary concern stacked against propaganda flow. In a related vein, Anheiser Busch took a flamethrower to their brand, and the reasoning behind that was not market share, as the results demonstrate.