Maddow and Last Word #1 in Demo Last Week

MSNBC aanounced that last week it was #1 in the demo last week at 9 and 10pm…

“MADDOW” AND “THE LAST WORD” #1 IN DEMO – WEEK OF NOV. 12-16

“The Rachel Maddow Show” and “Last Word with Lawrence O’Donnell” Rank #1 in Post- Election Week among A25-54

NEW YORK –November 19, 2012 – During the first week post-election, MSNBC’s “The Rachel Maddow Show” at 9 p.m. ET and “The Last Word with Lawrence O’Donnell” at 10 p.m. ET were both #1 in the A25-54 demo, topping both Fox News Channel and CNN. For the week of November 12-16, Maddow was #1 with 480,000 A25-54 while FNC’s “Hannity” was second with 439,000 A25-54 and CNN’s “Piers Morgan Tonight” placed third with 181,000 A25-54. “The Last Word with Lawrence O’Donnell” at 10 p.m. had 396,000 A25-54. FNC’s “On the Record w/ Greta Van Susteren” was second with 362,000 A25-54 and CNN’s “Anderson Cooper 360” was third with 178,000 A25-54.

MSNBC primetime (8-11p) placed second for the week with 420,000 A25-54 (FNC was first with 454,000 A25-54).

Update: The fact that MSNBC comfortably beat FNC at 9 and 10 and still managed to get pasted by 34,000 in primetime’s demo last week underscores how powerful O’Reilly and how weak Ed Schultz were in their respective Demos last week. The disparity between Ed and Bill had to have been greater than the roughly 60,000 Demo swing required to put FNC on top.

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22 Responses to “Maddow and Last Word #1 in Demo Last Week”

  1. “underscores how powerful O’Reilly and how weak Ed Schultz were in their respective Demos last week.”

    ^^ I’m not a big Ed fan, and rarely watch his show, but i don’t agree that his numbers are weak. He’s not beating Billo – yet- but neither would Maddow or LOD. He has beaten Billo sub-hosts on the repeat show on a couple of recent occasions and his numbers are as good as can be expected from a host who doesn’t have the same fan base as Maddow or O’Donnell.

    Whether Klein would perform better at 8PM – who knows. But I would watch Klein and I don’t watch Schultz and I’m a MSNBC base viewer.

    Since the election,Maddow has been beating Hannity, in the demo, on a regular basis and LOD is beating Greta almost every night.

    I think we may be seeing some real changes in the PT demo although we need to see a couple of months of these kind of numbers to say we really have a trend here.

  2. No. We are not seeing “real changes”. We are in a lull between Obama Administration controversies. Benghazi has been played out (for the moment barring some new revelation) and the fiscal cliff hasn’t heated up enough yet. All it takes is something very divisive from the Obama administration and BANG!…Hannity’s numbers go up.

  3. No. We are not seeing “real changes”.

    ^^I agree we haven’t seen ‘real changes’ – yet. But we are now a couple of weeks since the election and the news stories are back to normal.

    “We are in a lull between Obama Administration controversies. Benghazi has been played out (for the moment barring some new revelation) and the fiscal cliff hasn’t heated up enough yet. All it takes is something very divisive from the Obama administration and BANG!…Hannity’s numbers go up.”

    ^^ We are never in a lull between Obama Administration controversies at Fox News. If there are no real controversies they make them up.

    Hannity’s and Greta’s numbers look to me to be about the same as expected in a regular news cycle; so I don’t expect them to go up or down more than they do in the normal ebb and flow of the daily news cycle. The story here is the rise of TRMS and The Last Word numbers particularly in the demo. That looks to me to be the reason Greta and Sean are losing in the demo on a regular basis.

    I haven’t done a detailed analysis of the PT numbers over a long term basis; so I may be way off base here; but if these changes last into the new year I think Greta in particular may be in trouble.

  4. We are never in a lull between Obama Administration controversies at Fox News. If there are no real controversies they make them up.

    Gimme a break…

    I don’t see Maddow’s and O’Donnell’s numbers lasting long term, it may stay this way going into the new year or even by spring but they will drop back down. MSNBC has a pretty loyal primetime viewer base but FNC has a bigger loyal viewer base and FNC can pick up new viewers much easier than MSNBC. So until the heavy political stuff starts rolling, FNC will kind of be like CNN but to a much, much lesser extent.

  5. “FNC will kind of be like CNN but to a much, much lesser extent.”

    ^^ CNN is in a distant third place in the ratings and dropping and you think FNC will be like them only “to a much much lesser extent”. That’s your goal? One can only hope.

  6. ^I meant that FNC’s ratings will be determined by news events like CNN’s but to a much, much lesser extent for some time. Again, FNC has a huge loyal fan base so they wont have any major ratings problems anytime soon. Once the heavy political news starts rolling in, FNC will retake the demo at 9 and 10.

  7. There are real changes coming, although it will still take some years to settle in. The demographic shift in the country that seems to have blindsided the right is coming for Billo and Hannity, too. Tic tic tic…

  8. Keith Olbermann is the only person who ever had a chance of overtaking Bill O’Reilly… and he mouthed himself out of that job.

    Bill O’Reilly reminds me why I’m a liberal. On tonight’s show, he was so outraged by Chicago schools replacing junk food with healthy food, it was irrational. The worst thing that happens from that is kids become healthier. But that didn’t matter.

    The murder rate… see, Bill’s smart enough to know that, even in one city, schools and emergency services are two totally different things but he also knows the business and is smart enough to know that most of his viewers are complete morons… so he brought up the crime rate in Chicago as a reason that schools shouldn’t worry about the fact that, honestly, our public schools ARE creating the obesity epidemic.

  9. And that’s why he’ll always be #1 — he realizes his viewers are idiots and he does exactly what he has to do to get them outraged over simple stuff so they keep tuning in.

  10. Joe, I agree. I think, five years from now, people are considering MSNBC just as much a heavyweight as FOX.

  11. You know, a simple “Bill O’Reilly sucks” would’ve sufficed.

  12. @Jacky: I like Bill O’Reilly. He’s not COMPLETELY insane like Glenn Beck, Eric Bolling, Greg Gutfield and Rush Limbaugh and he’s not a moron like Steve Doocy, Gretchen Carlson and Sean Hannity. He levies the perfect amount of barking for 8pm (after all, he invented that timeslot with his “style”) while not being a total moron and going completely insane.

    O’Reilly is probably the smartest person on television. I don’t think he believes half the stuff he says. But he knows who his audience is and he does a masterful job of keeping them glued to his program.

  13. “MSNBC has a pretty loyal primetime viewer base but FNC has a bigger loyal viewer base and FNC can pick up new viewers much easier than MSNBC.”

    I disagree. FOX’s viewership has maxed out. They’ll have their nights when they invent an Obama scandal but they’re at their peak. MSNBC’s a growing network.

    MSNBC hasn’t had an identity at all for years. Now they do, and they’re going with it and finally becoming consistent. MSNBC’s dayside programs are much better than FOX. The Cycle runs circles around Four-On-One when it comes to conversation. NOW is an excellent show but it really needs to air in the early primetime hours. Morning Joe is the hallmark of morning news shows. Andrea Mitchell Reports is a powerhouse when it comes to Breaking News developments in politics.

    The American people are becoming turned off in increasingly large numbers by the rhetoric and the screaming. They want to see intelligent, civilized discourse between people with ideological differences. MSNBC, despite it’s progressive branding, offers that. Morning Joe, TDR, Jansing, Roberts, NOW, Tamron Hall, The Cycle and even Rachel and Lawrence have shown they can have people on who they have extreme differences with and still have a civilized discussion. FOX and Friends, O’Reilly, Hannity, Cavuto, Megyn Kelly, Four on One — the righties on those shows don’t let anyone who disagrees with them get a word in.

  14. “^I meant that FNC’s ratings will be determined by news events like CNN’s but to a much, much lesser extent for some time.”

    ^^Ratings aren’t determined by news events they are determined by personalities. The news event is the same for every network; it’s how and by who you present the news event that determines the ratings.

    Over the last number of years presenting news events with a right wing bias (FNC) has garnered more ratings than a left wing bias (MSNBC) or no bias at all (CNN). Now we may be seeing that the left wing bias is catching up to the right wing bias in ratings and may, at some point in the future, pass the right wing bias lead in ratings. No bias seems to be on a steady and relentless decline.

  15. “Now we may be seeing that the left wing bias is catching up to the right wing bias in ratings and may, at some point in the future, pass the right wing bias lead in ratings. No bias seems to be on a steady and relentless decline.”

    The last election showed an ideological shift. If you look at the ratings, FOX still wins the overall audience. But MSNBC’s gaining ground with younger audiences. The younger crowd is also becoming more liberal. The election showed that the only people who showed up for Romney is the conservative base and that base is mostly white men. White males aren’t the majority anymore. It only makes sense that those demographic shifts in the nationwide populace reflect in cable news.

  16. Pardon me if I ignore the premortems on Fox, since I heard them four-years-ago. I will say that Billo seems to be taking this awfully hard, for someone who ‘wasn’t rooting for either side’. Does anyone think he voted for Obama, either time? I think that he purposely went more “moderate” after O was elected, and it’ll be interesting to see where he goes now,

  17. Yeah, and four years ago I said it could take another 10 years for the demo shift to catch up with them. I stand by my story.

  18. Yes, and I remember the day you said that. Ahem.

    Okay, I just saw the bit on O’Reilly about food in schools. I’m always torn on this one. If the school is more-or-less run by the government, then they have ultimate control over what food is provided, and always have. When I was a kid, you had, maybe, two soda-machines, and half the time one of ‘em didn’t work. I don’t recall any snack-machines at all. So, if the kids are eating crap in school, it’s because that’s what’s being provided. I fail to see what could possibly be wrong with adjusting that.

  19. It only makes sense that those demographic shifts in the nationwide populace reflect in cable news.

    I’m not buying it. I’m not going to agree with a sweeping accusation like that from the results of one election. MSNBC will win their respective demos but it’s not a trend. It’s the result of an election that went their way and the will reap the benefits for some time, but then people will realize how awful MSNBC and they’ll stop watching in droves ;).

  20. The demographic shift in the country that seems to have blindsided the right is coming for Billo and Hannity, too.

    I reject this theory out of hand. It’s like trying to have Yin without the Yang. For every action there is a reaction. It’s not possible for one ideological side of the talking head punditom to wither up and die while another flourishes. Not in the current political 50/50 environment we live in.

    The day may come when both sides tire of seeing blathering pundits waste airspace (please, please, sooner rather than later) and cable news will evolve again. But the idea that one side implodes ain’t gonna happen.

  21. The idea that one side subsides while the other gains traction is perfectly viable. I’m not saying FNC will die, but time is coming when they are no longer the biggest player in the cable room. They have the same problem NASCAR does: Their audience is not bringing along a next generation that is interested in what they do.

  22. “It’s not possible for one ideological side of the talking head punditom to wither up and die while another flourishes.”

    ^^That’s not what I said is going to happen. I don’t think FNC is going to “wither up and die” and that MSNBC will then flourish. MSNBC may, over the next few years, gain a form of parity with FNC that would mean neither network is as dominate as FNC once did over MSNBC; beating MSNBC 3 or 4 to 1 in the ratings every day. I think some months FNC may win and some months it will be MSNBC.

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