Even MORE Sad, Bad News For MSDNC: Grab Some Tissues (NOT!)

By Alan Hume | Sunday, 02 February 2025 04:30 PM
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Image Credit : MSNBC Studio

MSNBC is grappling with a significant downturn in viewership, a situation that has only worsened since the election period.

The network's primetime lineup has recorded its poorest January performance ever in the key demographic of adults aged 25-54, a group highly sought after by advertisers. This decline has prompted MSNBC to make strategic adjustments, including reducing Rachel Maddow's salary and increasing her on-air presence from one night to five nights a week. However, these efforts have yet to yield the desired results, as the network continues to struggle with low ratings.

According to the Gateway Pundit, MSNBC's primetime viewership averaged a mere 63,000 in the coveted demographic during the hours of 8-11 p.m. ET, placing it at No. 31 among cable networks. In stark contrast, Fox News Channel attracted an average of 353,000 viewers in the same demographic, while CNN, despite its own challenges, managed to draw 118,000 viewers. This disparity highlights the significant gap between MSNBC and its competitors in capturing the attention of the key audience.

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The month of January was rife with major news events, including a terrorist attack in New Orleans, a Tesla Cybertruck explosion in Las Vegas, President Biden's controversial pardons, and President Trump's inauguration. Despite these headline-grabbing stories, MSNBC's viewership remained lackluster. DePauw University professor Jeffrey McCall emphasized that advertisers are inclined to partner with networks that successfully engage viewers from the key demographic, a feat MSNBC has struggled to achieve.

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To put the numbers in perspective, the average viewership for MSNBC's primetime lineup is smaller than the population of Missoula, Montana. This comparison underscores the network's inability to retain a robust audience, even amid significant news coverage. The situation raises questions about the network's credibility and its relationship with the public. As the saying goes, "If you continually lie to the public, the public eventually notices." This sentiment reflects the broader challenge facing MSNBC as it seeks to rebuild trust and regain its footing in the competitive media landscape.

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