MSNBC Declines Broadly Among Adults 25-54 vs. 2009 Q1

Categories: Cable News Ratings

Written By

April 9th, 2010

Reading the recent media on cable news ratings (like here, here, and here), you'd think that CNN was the only news network down on a year to year basis, but MSNBC is doing its share of declining as well.

From the first quarter of 2009 (12/29/08-03/29/09) to the first quarter of 2010 (12/28/09 – 3/28/10) i, they've seen notable drops across the board in the adults 25-54 demographic targeted by news advertisers.

All numbers are average adults 25-54, not including Olympics programming.

Aggregate dayparts:

  • Total day (6a-6a) down -31% (125,000 v 181,000)
  • Dayside (9a-5p) down -49% (72,000 v 142,000)
  • Primetime (Monday-Friday) down -39% (239,000 v 392,000)

Morning Joe is down -36% (108,000 v 168,000)

Pre-primetime shows:

  • Hardball with Chris Matthews (5p) – down -46% (96,000 v 178,000)
  • Ed Show (6p) – down -28% (116,000 vs 162,000)
  • Hardball (7p) – down -38% (151,000 v 243,000)

Primetime shows:

  • 8 pm – Countdown With Keith Olbermann down -43% (263,000 v 460,000)
  • 9 pm – The Rachel Maddow Show down -38% (241,000 v 389,000)
  • 10 pm – Countdown down -30% (197,000 v 282,000)
 
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