More than a month after the November election, MSNBC’s primetime audience — which dropped by half after Donald Trump’s victory — has still not returned. Will viewers come back after the inauguration when the reality of a second Trump term sets in, or has some of the audience abandoned the network for good, signaling a further shift away from traditional media?
Either way, the numbers are stark. MSNBC’s total primetime audience has fallen a shocking 55% from November 4 through December 15, according to the latest Nielsen figures released on Tuesday.
CNN has faced a similar drop, a 46.7% decrease, while Fox News has seen its primetime audience grow 10.7%, according to Nielsen.
The reasons for the drop are being widely debated on social media, inside the cable news networks and in the media ecosystem in general. Some viewers clearly feel generally disappointed in the outcome of the election.
MSNBC witnessed yet another embarrassment over the weekend when it finished behind the plucky TV startup NewsNation in the key advertising demographic of adults aged 25-54.
According to Nielsen Media Research, the liberal cable news network averaged just 17,000 viewers in the key demo on Saturday between the hours of noon and 7 p.m. ET. In comparison, NewsNation’s programming attracted an audience of 23,000 in the 25-54 demographic in that same time period.
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