In Depth: MSNBC Dayside Changes…What do the Ratings Reveal? Not much…
With the recent news of the hiring of Martin Bashir and Richard Lui for anchor positions on MSNBC, it appears MSNBC dayside is headed for some sort of September changes. The current version of MSNBC dayside dates back to the beginning of this year when there was a reboot of dayside. Interested in what MSNBC might be looking at in terms of dayside’s performance, ICN got its hands on the year to date ratings for MSNBC from 10am-4pm ET in a month by month breakdown for each hour. Unfortunately, the data is not very revealing. It shows that for the most part MSNBC dayside at each hour has been operating within a range and that the variations, while trending up in the demo recently, could be considered within Nielsen’s margin of error because of their small size when you’re only talking about tens of thousands.
While MSNBC has decidedly improved its dayside product by beefing up on news, it’s clear that for the moment it’s not been enough to move the ratings significantly. This may be why we’re now hearing about new hires and rumors of further changes to come. There are a couple of other interesting things going on here.
1. 10am ET is not following the same direction the ratings are going for the other news hours in the Total Viewer category (11-3pm). The other hours seem to be more in lockstep month to month. 10am, though, is charting its own course.
2. The other thing worth noting because of the public outcry in some areas of the internet is that, for all the talk of support by his fans on the internet and outrage over his removal, David Shuster’s disappearance from the schedule has not had a meaningful negative impact either at 10am or 3pm (Shuster was taken off the air in April).
Here are the numbers broken out by hour and month (all times ET)