CNN Tops MSNBC In Primetime In The Key Demo For The First Time In Six Quarters
via press release:
CNN TOPS MSNBC IN PRIMETIME IN THE KEY DEMO FOR THE FIRST TIME IN SIX QUARTERS
ALSO BESTS MSNBC IN TOTAL DAY AND DAYSIDE AMONG TOTAL VIEWERS AND THE DEMO 25-54 DURING FIRST QUARTER 2011
‘Piers Morgan Tonight’ Has Most Growth of Any Cable News Program this Quarter; Increasing 52% in the Demo 25-54 vs. a year Ago Programming; Also Tops Rachel Maddow in the Demo
For the first quarter 2011, CNN outperformed MSNBC in the key demo among adults 25-54 in M-F primetime for the first time in six quarters (Q3 2009), averaging 276k vs. 269k. In M-F primetime, CNN grew +28% compared to Q1 2010, while MSNBC’s growth was much less substantial (+9%) and Fox News actually lost -21% of its primetime audience during the quarter.
TOTAL DAY AND DAYSIDE:
CNN topped MSNBC in total day (6a-6a) in both the key demo and among total viewers with CNN averaging 190k adults 25-54, a 24% advantage over MSNBC’s 153k, and had 548k total viewers, 20% more than MSNBC’s 456k. CNN grew +28% in the key demo compared to first quarter a year ago, while MSNBC was up only +12% Fox News was down -18%.
During dayside programming (9a– 5p) CNN Newsroom easily outperformed MSNBC each hour, with MSNBC placing either 3rd or 4ththroughout the day during the first quarter. For the quarter among adults 25-54, CNN averaged 181k vs. MSNBC’s 83k and in total viewers, CNN posted 601k vs. MSNBC’s 347k. In addition, CNN increased +30% in the demo during the daytime, while MSNBC increased +12% and FNC was down -20%.
FIRST QUARTER 2011 PROGRAM HIGHLIGHTS:
CNN’s Piers Morgan Tonight grew the most of any cable news program this quarter, increasing 52% in the key demo compared to CNN programming a year ago (308k vs. 202k). In total viewers, Morgan is also up +23%, Maddow increased +15% and Hannity is down -20% vs. Q1 2010. In addition, Morgan topped MSNBC’s Rachel Maddow in the key demo (308k vs. 297k) for the quarter.
CNN’s AC 360 outperformed MSNBC at 10p in both the demo (318k vs. 241k) and total viewers (859k vs. 789k) – with AC 360 growing +40% in the demo while MSNBC increased +22% and FNC was down -28% compared to a year ago.
CNN’s 8 pm program was the only show to grow in the key demo compared to last quarter, increasing +14% (202k vs. 177k), while MSNBC declined -6% (248k vs. 263k) and The O’Reilly Factor lost -18% of its 25-54 audience (770k vs. 937k).
John King, USA at 7 pm bested MSNBC’s Hardball for the quarter in the key demo (201k vs. 193k) and grew +16% compared to a year ago.
The Situation Room with Wolf Blitzer also topped MSNBC at 6 pm, increasing its demo audience by +38% (215k vs. 156k) and growing its total viewer audience by +10% (677k vs. 618k) vs. first quarter 2010. And at 5 pm, the Sit Room also topped MSNBC and increased +38% in the demo/+10% in total viewers, while FNC’s Glenn Beck lost -38% of its demo 25-54 audience (481k vs. 776k) this quarter vs. a year ago and is down -31% in total viewers (1.980m vs. 2.851m).
CNN reached a cumulative Q1 2011 average monthly audience of 103.9 million, Fox News followed with 86.6 million and MSNBC trailed with 83.2 million.