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


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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