Q1 Numbers: MSNBC…

MSNBC is noting its Q1 ratings…

MSNBC OVERTAKES CNN IN TOTAL AUDIENCE IN 1Q17, SHATTERING RATINGS RECORDS

More People Turned to MSNBC Than CNN for Total Day M-F 6am-2am for March 2017 and 1Q17

“The Rachel Maddow Show” Is #1 in A25-54 in March 2017 – Beats “Tucker Carlson Tonight” on FOX News and CNN in the 9-10pm Time Period for 1st Time in Network’s 20-Year History

“Morning Joe” Sets Record in Total Viewers for 1Q17 and Bests CNN for Eighth Consecutive Quarter

MSNBC Weekday Prime 8-11pm Tops CNN for Fourth Straight Quarter in Total Viewers

MSNBC Programs Beat CNN and Deliver All-Time Highs Among Total Viewers at 7pm, 8pm, 9pm, 10pm and 11pm for 1Q17

MSNBC Is the Fastest Growing Cable News Network in Dayside Among Total Viewers, Draws the Network’s Biggest Audience in 9am-5pm Time Period Ever for 1Q17

MSNBC Digital on Track to Have Best Month and Quarter Ever

NEW YORK (March 27, 2017) – According to Nielsen, MSNBC beat CNN in total viewers during weekday prime (M-F 8-11pm) and total day (M-F 6am-2am) for the first quarter of 2017. MSNBC also drew the network’s largest total audiences ever for the quarter in many key dayparts, including weekday prime, total day and dayside (M-F 9am-5pm).

More people turned to MSNBC during total day (M-F 6am-2am) over CNN in the first quarter of 2017. For this daypart, MSNBC was the 3rdmost-watched cable network (behind FOX News and Nickelodeon). MSNBC was the 3rdfastest growing cable network in both total and A25-54 demo audiences over 1Q16. For the month of March 2017, MSNBC total day topped CNN in total viewers for the 2ndconsecutive month and delivered the network’s best month ever.

Driven by growing momentum and some of the best reporting on the current political climate, “The Rachel Maddow Show” at 9pm finished March 2017 as the #1 cable news show in the key A25-54 demo in the M-F 9-10pm time period. This marks the first time MSNBC has been #1 in the A25-54 demo during that time period ever, and the first time in almost five years since MSNBC beat FOX News in the demo in any hour for the month (previous was “The Last Word with Lawrence O’Donnell” in December 2012). “The Rachel Maddow Show” and MSNBC had its best total viewer delivery in the time period ever in the show’s eight-and-a-half years or network’s 20-year history and the best A25-54 delivery since November 2008. “The Rachel Maddow Show’s” total audience was up +106% over March 2016, while CNN was flat (+3%) and FOX News was up +11%. In the A25-54 demo, “The Rachel Maddow Show” grew +103% year-over-year, besting CNN (+14%) – attaining its biggest lead over CNN since February 2014 – and FOX News (+18%). For the first quarter of 2017, “The Rachel Maddow Show” beat CNN in both total viewers and A25-54. The show delivered its best total viewer delivery ever and best A25-54 delivery in the time period since 4Q08.

“Morning Joe” at 6am ranked #2 among all cable networks in the time period for total viewers, continuing its winning streak over CNN’s “New Day” (ranked #7) for the 8thstraight quarter. “Morning Joe” delivered its best quarter ever and posted the biggest total viewer audience in the 6-9am time period in MSNBC’s history. “Morning Joe” also capped off March 2017 beating CNN for the 25thstraight month and posting a gain of +43% in total viewers (vs. CNN’s +9%) – its biggest lead over CNN.

MSNBC’s weekday primetime programming (M-F 8-11pm) in 1Q17 topped CNN in total viewers for the 4thstraight quarter and delivered its largest A25-54 demo audience in five years (since 4Q12). MSNBC prime’s year-to-year growth more than quadrupled its competition in total viewers (+68% vs. CNN’s -18% and FOX News’ +16%) and more than tripled the growth of its competition in A25-54 demo (+54% vs. CNN’s -12% and FOX News’ +15%) compared to 1Q16. MSNBC prime was the 3rdmost-watched network in all of cable for the quarter in total viewers, behind only FOX News and ESPN. MSNBC is the 2ndfastest-growing cable network in weekday prime for both total and demo audiences (behind MLB Network) – the largest absolute gain of any cable network over 1Q16 for both demos.

Three more MSNBC programs each beat CNN among total viewers and also delivered their respective time period’s largest total audiences ever for the quarter: “Hardball with Chris Matthews” at 7pm, “The Last Word with Lawrence O’Donnell” at 10pm and “The 11thHour with Brian Williams” at 11pm. “Hardball” topped CNN in total viewers for the 15thstraight quarter and posted the best total viewer average in the hour ever and its best demo average in five years (since 4Q12). “All In” delivered the network’s largest audience for the time period in nine years (since 4Q08) and best A25-54 delivery in five years (since 4Q12). “The Last Word” delivered MSNBC’s best total viewer delivery in the hour ever and best A25-54 delivery (since 4Q12). “The 11thHour” topped CNN for the 3rdstraight quarter and soared over its competition in total viewer growth (+144% vs. CNN’s +47% and FOX News’ +12%) and in A25-54 (+109% vs. CNN’s +53% and FOX News’ +5%) – delivering the best demo audience in the time period in 16 years (since 4Q01). “The Last Word” and “The 11thHour” also bested CNN in the A25-54 demo in March 2017.

Propelled by MSNBC’s unique ability to draw on the talent and resources of NBC News and its revamped breaking news strategy during the day, MSNBC dayside (M-F 9am-5pm) drew MSNBC’s biggest total viewer audience ever, becoming the fastest growing cable news network and 2ndfastest growing cable network at 9am-5pm for the quarter (after Oxygen). Dayside has delivered seven straight quarters of growth and posted higher rating gains than the competition (+59% vs. CNN’s +30% and FOX News’ +34%) in 1Q17 over 1Q16. For the month, MSNBC dayside delivered the network’s best total viewer delivery ever in the time period. Dayside was up +57% over March 2016, the closest to CNN since February 2014.

In March 2017 to-date, MSNBC.com, its mobile app and OTT platforms have had more video starts than ever before and are on track to have their best month and quarter ever. (Omniture)

NOTE: 1Q17 ratings are based on Nielsen Live+Same data for 12/26/16-3/23/17.

1Q 2017 PROGRAM HIGHLIGHTS

TOTAL DAY (M-F 6am-2am)

MSNBC topped CNN in total viewers during the M-F 6am-2am time period.

Among all cable networks, MSNBC ranked #3 (behind only FOX News and Nickelodeon) in the 6am-2am time period in total viewers.

MSNBC is the 3rd fastest growing cable network in total viewers (behind MLB Network and Oxygen) and A25-54 demo (behind MLB Network and TV Land) during the time period.

Total day marked the 7th straight quarter of growth in total viewers.

MORNING JOE (M-F 6-9am)

“Morning Joe” ranked #2 among all cable networks in the time period for total viewers, continuing its winning streak over CNN’s “New Day” (ranked #6) for the 8th straight quarter.

“Morning Joe” delivered its best total viewer audience for MSNBC in the 6-9am time period. “Morning Joe” was up +35% in total viewers and up +20% in the A25-54 demo over 1Q16.

“Morning Joe” averaged 790,000 total viewers (ahead of CNN’s 581,000) and 181,000 viewers A25-54.
DAYSIDE (M-F 9am-5pm)

MSNBC dayside drew the network’s biggest total viewer audience ever, and was the second fastest growing cable network at 9am-5pm for the quarter (after only Oxygen).

Dayside has delivered seven straight quarters of growth. Its year-to-year growth continues to top the competition, posting gains of +59% in total viewers (vs. +30% for CNN and +34% for FOX) over 1Q16.

Among all of cable networks in the 9am-5pm time period, MSNBC ranked #5, up from #10 in 1Q16.

“Andrea Mitchell Reports” (12-1pm) was up +58% in total viewers (vs. CNN’s +30% and FOX News’ +31%) and up +44% in A25-54 demo (vs. FOX News’ +37%) over 1Q16. It was also the program’s best total viewer delivery in the hour ever for the quarter.
EARLY EVENING (M-F 5-8pm)

“MTP Daily with Chuck Todd” (5-6pm), posted the 5pm time period’s best total viewer average in nearly five years (since 4Q12) and delivered more growth in A25-54 than the competition (+59% vs. CNN’s +44% and FOX News’ +44%).

“For the Record with Greta” (6-7pm), delivered the 6pm time period’s best total viewer and A25-54 audiences (since 4Q12). The program also posted more growth than the competition in total viewers (+59% vs. CNN’s +31% and FOX News’ +26%) and A25-54 demo (+74% vs. CNN’s +41% and FOX News’ +39%).

“Hardball with Chris Matthews” (7-8pm) topped CNN in total viewers for the 15th straight quarter. 1Q17 marks “Hardball’s” best total viewer average ever, posting a gain of +47% (vs. CNN’s +30% and FOX News’ +30%) in total viewers over 1Q16. “Hardball” posted the hour’s best demo average since 4Q12, up +57% (vs. CNN’s +45% and FOX News’ +53%) in A25-54 over 1Q16.

WEEKDAY PRIME (M-F 8-11pm)

MSNBC beat CNN in total viewers for the 4th straight quarter and delivered its largest A25-54 demo audience in five years (since 4Q12).

MSNBC prime’s year-to-year growth was more than its competition in total viewers (+68% vs. CNN’s -18% and FOX News’ +16%) and more than tripled the growth of its competition in A25-54 demo (+54% vs. CNN’s -12% and FOX News’ +15%) compared to 1Q16. This is MSNBC prime’s 7th straight quarter of growth in total viewers and the 3rd straight quarter of growth in the demo.

MSNBC prime was the 3rd most-watched network in all of cable for the quarter, behind only FOX News and ESPN. MSNBC is the second fastest-growing cable network in weekday prime for both total and demo audiences (behind MLB Network) – the largest absolute gain of any cable network over 1Q16.

MSNBC prime averaged 1.83 million total viewers (ahead of CNN’s 1.31 million) and 415,000 viewers A25-54.

“All In with Chris Hayes” (8-9pm) delivered the network’s largest total viewer average for the time period in nine years (since 4Q08) and best A25-54 average in five years (since 4Q12).

Compared to 1Q16, “All In” more than doubled the growth of its competition in total viewers (+71% vs. CNN’s +18% and FOX News’ +19%) and the A25-54 demo (+69% vs. CNN’s +35% and FOX News’ +30%).

“The Rachel Maddow Show” (9-10pm) ranked #2 in both total viewers and the demo, beating CNN in the demo. The show also bested CNN in total viewers for the 30th straight quarter in 1Q17.

“The Rachel Maddow Show” delivered its biggest total viewer audience ever and biggest demo audience since 4Q08.

Compared to 1Q16, “The Rachel Maddow Show” is up +91% in total viewers (vs. +51% for CNN and +29% for FOX News) and up +87% in the demo (vs. +68% for CNN and +53% for FOX News).

“The Last Word with Lawrence O’Donnell” (10-11pm) delivered MSNBC’s best total viewer average in the hour ever and best A25-54 average since 4Q08.

“The Last Word” posted more growth than CNN and FOX News in total viewers (+92% vs. CNN’s +52% and FOX News’ +44%) and the A25-54 demo (+78% vs. CNN’s +63% and FOX News’ +49%) over 1Q16.

THE 11TH HOUR WITH BRIAN WILLIAMS (M-Th 11-11:30pm)

“The 11th Hour with Brian Williams” ranked #2 in the half hour ahead of CNN among total viewers for the third straight quarter.

“The 11th Hour” delivered the network’s largest total audience in the time period ever and soared over the competition in total viewer growth (+144% vs. CNN’s +47% and FOX News’ +12%) over 1Q16. “The 11th Hour” also bested the competition in growth in the A25-54 demo (+109% vs. CNN’s +53% and FOX News’ +5%), delivering the best A25-54 audience in the time period in 16 years (since 4Q01).
AM JOY (Sa-Su 10am-12pm)

Saturday editions of “AM Joy” marked the time period’s best total viewer average ever and best A25-54 average since 4Q08. “AM Joy’s” growth topped the competition in total viewers (+102% vs. CNN’s +14% and FOX News’ +26%) and in A25-54 (+76% vs. CNN’s +36% and FOX News’ +42%) over 1Q16.

Sunday editions also marked the time period’s best total viewer average ever and best A25-54 average in 14 years (since 1Q03). The program posted more growth over its competition in total viewers (+111% vs. CNN’s +35% and FOX News’ +31%) and in A25-54 (+86% vs. CNN’s +50% and FOX News’ +37%) over 1Q16.

March to-date ratings are based on Nielsen Live+Same data day for 2/27/17-3/23/17. Individual show data represents regular programming only, excluding election night, specials and breaking news.

MARCH 2017 HIGHLIGHTS

MSNBC total day (M-F 6am-2am) topped CNN in total viewers during the time period and delivered its best month ever.

Among all cable networks, MSNBC finished second (ahead of fourth-place CNN) in total viewers in the time period and was the 3rd fastest growing cable network (behind only MLB Network and Oxygen). MSNBC total day posted its best A25-54 delivery since October 2016 and was also the 3rd fastest growing cable network (behind MLB Network and TV Land) in the time period, the largest gain of any cable network compared to March 2016.

MSNBC weekday prime (M-F 8-11pm) ranked #2 ahead of CNN in total viewers and in A25-54, marking prime’s 4th straight month over CNN in total viewers.

MSNBC weekday prime was the only cable news network to grow in the time period in both total viewers (+78% vs. CNN’s -37% and FOX News’ -6%) and A25-54 (+62% vs. CNN’s -33% and FOX News’ -15%). MSNBC weekday prime ranked #2 among all cable networks in total viewers and #6 in the A25-54 demo for the time period. This is MSNBC’s best month ever in prime for total viewers. In the A25-54 demo, this is MSNBC’s best month in five years (since November 2012) and the first win over CNN (since August 2016).

MSNBC weekday prime averaged 2.21 million total viewers (ahead of CNN’s 1.32 million) and 517,000 viewers A25-54 (ahead of CNN’s 466,000).

“Morning Joe” (6-9am) beat CNN for the 25th straight month in total viewers and posted its best monthly rating ever (938,000). “Morning Joe” ranked #2 among all cable networks in the time period overall and was up +44% (vs. CNN’s +9% and FOX News’ +30%) over March 2016 – its biggest lead over CNN ever. In A25-54, “Morning Joe” was up +23% over March 2016 and posted the show’s highest monthly rating since October 2016.

MSNBC dayside (9am-5pm) delivered its best total viewer delivery ever and best A25-54 delivery in the time period (since October 2016). Dayside was up +57% among total viewers over March 2016, the closest to CNN since February 2014. Dayside ranked #4 in total viewers among all of cable networks in the time period, up from #8 in March 2016.

“Hardball with Chris Matthews” (7-8pm) beat CNN among total viewers for the 8th straight month and posted the program’s best total viewer delivery ever and best demo delivery since November 2012.

“All In With Chris Hayes” (8-9pm) beat CNN among total viewers for the 4th straight month and delivered the hour’s biggest total viewership since November 2008 and demo audience since November 2012.

“The Rachel Maddow Show” (9-10pm) was the #1 cable news show in the key A25-54 demo in the M-F 9-10pm time period. This marks the first time MSNBC was #1 in the A25-54 demo during that time period ever, and the first time in almost five years since MSNBC beat FOX News in the demo in any hour for the month (previous was “The Last Word with Lawrence O’Donnell” in December 2012).

This is MSNBC’s best total viewer delivery in the time period ever in the network’s 20-year history and the best A25-54 delivery (since November 2008).

“The Rachel Maddow Show’s” total audience was up +106% over March 2016 (vs. CNN’s +3% and FOX News’ +11%) – its biggest lead ever over CNN. In the A25-54 demo, “The Rachel Maddow Show” grew +103% year-over-year, (vs. CNN’s +14% and FOX News’ +18%) – its biggest lead over CNN since November 2012.

“The Last Word with Lawrence O’Donnell” (10-11pm) beat CNN among total viewers for the 22nd straight month and in the A25-54 demo. This was “The Last Word’s” largest audience and share in total viewers ever and the best demo delivery since October 2008.

“The 11th Hour with Brian Williams” (11-11:30pm) finished March 2017 as the #2 cable news show in the time period, beating CNN in total viewers for the 8th straight month.

“The 11th Hour” was up +138% in total viewers and +117% in the demo vs. March 2016, outpacing CNN (+25% in total viewers and +23% in the demo) and FOX News (-25% in total viewers and -37% in the demo). This is the program’s best total viewer delivery in the half hour period ever and the best A25-54 delivery in the time period since April 2003.

Saturday editions of “AM Joy” (10am-12pm) beat CNN in total viewers and was the only cable news show in the time period to post a gain in total viewers (+96% vs. CNN’s -3% and FOX News’ -5%) over March 2016. In the A25-54 demo, “AM Joy” posted more growth than its competition (+93% vs. CNN’s +3% and FOX News’ +4%).

For its Sunday editions, “AM Joy’s” growth surged over the competition in total viewers (+115% vs. CNN’s +16% and FOX News’ +10%) and in the demo (+88% vs. CNN’s +13% and FOX News’ +8%) over March 2016.

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11 Responses to “Q1 Numbers: MSNBC…”

  1. Grandpa Dave Says:

    The usual hyperbole, but in this case it’s warranted. MSNBC numbers have been going up for a few weeks (since Jan 20?) which surprised me. I might even start watching them. 🙂

  2. These self serving blurbs that come out on each cable news network each quarter are usually not worth much of a read but there’s a story to tell about what has happened in cable news in general since Trump became POTUS and that is the large rise in viewership at all three networks.

    Over the past ten years it’s been a given that FNC would win the ratings wars and regularly be in the top ten of cable TV shows, while CNN & MSNBC would fight for the 2 & 3 placement in cable news and generally be in the 20’s & 30’s in cable TV ratings.

    Things have changed. Fox News is now #1 in all of cable TV while CNN & MSNBC are both top ten cable TV networks – with CNN seeming to be better in the Demo and MSNBC better with Total Viewers. As well it’s not a given anymore, particularly in PT, that FNC will win every time-slot with CNN & MSNBC lacking far behind. FNC shows, particularly those in PT, now lose out regularly to their counterparts on CNN and MSNBC.

    It’s not that FNC has lost viewership to the other networks – in fact their #1 placement in cable TV tells us more people are watching the network than ever. Rather it’s the fact that CNN and MSNBC are showing dramatic rises in viewership and now are approaching actual competitiveness with Fox News.

    There’s still a way to go but I think that within the next quarter or two you will see the three networks fighting as equals for who wins the daily ratings battles.The reason for this conclusion is that FNC has tied itself to the Trump bandwagon and while not abandoning the Republican mother-ship it generally takes the Trump side in any dispute with the Republican party. This was OK when Trump was newly elected and somewhat popular but Trumps approval rating is dropping like a stone and as it drops so will that of his main defender in the media – Fox News.

    On the other side recent very large anti-Trump protests and town halls have produced a host of new potential viewers searching for TV networks that aren’t on team Trump but rather give the news from a POV that is decidedly anti-Trump. CNN and MSNBC provide those TV networks.

    As Trumps popularity continues to tank I expect these trends, now evident in cable news, to continue and grow. It will be fascinating to see if FNC changes its focus from full on pro-Trump to less so as CNN & MSNBC inevitably gain even more in the ratings war.

  3. MSNBC’s ratings are skyrocketing and have been for a while now. Rachel Maddow is solidly in first place in the demo now. O’Donnell and Williams are in first place in total viewers quite often in their respective timeslots. And this trend shows no signs of slowing down.

    I don’t know about ratings for dayside, but it seems like MSNBC is slowly replacing CNN as the place for breaking news as well.

    Fox News being Trump’s PR firm is gonna be their downfall. Trump is a historically unpopular president and his election was the flukiest of flukes. Trump supporters are slowly starting to turn on him as well, and turn on Fox News as a result.

  4. jackyboy Says:

    These are good numbers for MSNBC, especially for Maddow. I would hesitate to draw any generalized conclusions about the trends though since, politically, we are talking about the first three months of a new president. Anything silly like to trying to say it’s the indicator of another network’s “downfall” is pretty short-sighted.

  5. “Anything silly like to trying to say it’s the indicator of another network’s “downfall” is pretty short-sighted.””

    ^^I for one am not predicting the “downfall” of any network; just noting a general growth in all cable news networks since Trump took over and stating some reasons why that might be taking place.

    Andy may be right – who knows – but for now it’s a good time to be running a cable news net, no matter what the political POV of that network.

  6. jackyboy Says:

    ^Agreed!

  7. Well I hate to break up the MSNBC circle jerk but I would remind you that Fox won the 1st Q in both total and demo…….so hard to say if its lasting and certainly hasn’t been long term……unless 1 month is now long term.

    Of course MSNBC is doing better now…..they are the go to network of the party with no power right now.

    Clinton built Fox News in many ways……..MSNBC did better when Bush 43 was in power…….it clearly didnt last…….now if MSNBC could clone Maddow and cancel most other shows they might have a chance…..till then…..not so much. Hard to get excited over a one month period when they just lost the Q1 in 2017.

    Clearly MSNBC is doing something right and CNN is doing something clearly their viewers dont or didnt like in March.

  8. “Clearly MSNBC is doing something right and CNN is doing something clearly their viewers dont or didnt like in March.”

    ^^I don’t think the ratings surge – in all three networks – has much to do with what the cable nets are doing but rather that it’s mostly just a morbid fascination in watching the train wreck that is the Trump administration as it unfolds before our eyes. The same thing happened during Watergate and the Monica Lewinsky scandals.

    “Hard to get excited over a one month period when they just lost the Q1 in 2017.”

    ^^I agree that two months is not generally predictive of a trend but in this case there are changes in the American political ecozones that seem to be foretelling that big changes in the cable news world are coming – and soon.

    The disintegration of the GOP and Trump administration into warring factions has meant that FNC now has to appeal to a number of politically conflicting groups within its audience and appealing to one group turns off another. Under Obama Fox News viewers were united in their hate for Obama and Democrats and at the moment Obama is gone and the Democrats are a non-factor in American politics.

    There is also a portion of the FNC viewership that is disappointed and frustrated by Trump and the GOP’s seeming inability to get anything of consequence done – much like liberals were under Obama in the last few years.

    MSNBC and to a lesser extent CNN now have not only an audience that dislikes Trump and Republicans but one that is highly motivated and looking for information on how to deal with (resist) the Trump administration. This provides a large new and growing audience for these networks.

    What Fox News needs to stay #1 is for Trump and the Republicans to unite and pass some big legislative bills – like tax reform – to bring back some of the mojo they have lost in the last two months. Getting Neil Gorsuch confirmed is expected and will only be a one or two day story and Trump signing photo-op EO’s is getting old really fast. Unfortunately for FNC viewers these facts are unlikely to change any time soon.

  9. Everyone’s missing one key thing: Trump’s election was a fluke.

    Fox is still #1 but their reign is threatened. And it’s gonna be hard to sell anger when the person they’ve wanted in power for the past six years now is in power.

  10. “Everyone’s missing one key thing: Trump’s election was a fluke.”

    ^^Maybe but how Trump got elected isn’t all that important – except to Trump. He’s the POTUS now and that’s all that matters.

    “Fox is still #1 but their reign is threatened.

    ^^Again maybe but as of now FNC is still #1 in all of cable news. I still think we are in for a long three way battle in the cable news wars and who wins each quarter will depend on how Trump acts and how the media reacts to those actions.

    “And it’s gonna be hard to sell anger when the person they’ve wanted in power for the past six years now is in power.”

    ^^There’s no evidence, that I can find , that says Fox News wanted Trump in power until after he was the likely nominee – let alone six years ago. FNC, as a network, didn’t seem to have a favorite Republican horse in the race at the start of the campaign. In fact you can make a case they would have preferred Rubio, Christie or any of the other establishment GOP’ers over Trump, Paul and the other outsiders. Now the FNC viewership and a couple of hosts, notably Hannity, got on the Trump bandwagon pretty quickly so maybe that’s what your referring to. Now once Trump was nominated FNC chose to go all in on Trump but that could change if, as I suspect, his poll numbers continue to tank, especially with his base, he continues to make costly blunders and impeachment talk heats up.

  11. Last week saw MSNBC reach #2 on the basic cable charts (FNC is still #1); something I thought I would never see. This – even more than the large town hall protests – must keep the GOP House and Senate awake at night worrying about what’s going to happen in 2018.

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