It's been more than two weeks since CNN's Lou Dobbs first began his coverage of the birther movement. The NY Observer's Felix Gillette assessed Dobbs' ratings and found they "have continued to go down" during that time.

From "July 15 through July 28," writes Gillette, the program "has averaged 654,000 total viewers and 157,000 in the 25-54 demo."

That's down "15 percent in total viewers and 27 percent in the demo" when compared to the first two weeks of July — before Dobbs began his birther coverage — and down from the show's numbers in the second quarter of this year as well.

"Arguably," Gillette continues, "interest in cable news has slumped across the board since early July when attention over Michael Jackson's death was still at a fever pitch....[but] if Mr. Dobbs' affinity for 'birthers' is a ratings ploy, it's a pretty ineffective one."

• Earlier on TVNewser:
So, Where Does that Lou Dobbs — Bill O'Reilly Booking Stand?
Klein on Birthers: "It Seems This Story is Dead"
CNN Responds To Lou Dobbs' Radio Comments on Obama Birth Certificate