Since the start of the month, the left-leaning network has aired “MSNBC Prime” in the critical time slot four nights per week – with its star anchor Maddow taking the reins to host her show only on Mondays.
That shift has coincided with a downturn in MSNBC’s primetime ratings – especially among viewers in a key advertising demographic. “MSNBC Prime” has averaged about 1.2 million viewers since its debut on May 3, down from the 1.7 million viewers Maddow averaged on her show before the shift to a once-per-week broadcast.
Among adults aged 25-54, a key segment for advertisers, “MSNBC Prime is averaging just 114,000 viewers per night. That number is a 47% decline from Maddow’s average of 214,000 prior to the change.
Maddow’s once-per-week show has averaged about 2 million viewers since May 2, according to Nielsen data.
Despite the downturn, MSNBC’s ratings in the 9 p.m. hour have outpaced those of its main left-leaning rival CNN, which has lacked a permanent host in the same time slot since anchor Chris Cuomo’s abrupt firing in December.
MSNBC has more than doubled CNN’s viewership on nights when Maddow’s show doesn’t air – with CNN averaging 572,000 total viewers from Tuesday through Friday during the period of May 2 to 22.
Meanwhile, Fox News’ “Hannity” has remained the ratings leader in the 9 p.m. hour, outpacing “MSNBC Prime” in the key advertising demo by 252% since the show’s debut.
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