MSNBC’s primetime lineup has worst January ever among demographic coveted by advertisers

MSNBC’s primetime lineup finished with its smallest January audience ever among the advertiser-coveted demographic of adults aged 25-54. 

The news-heavy period featured an alleged violent ramming a motortruck done New Year's revelers successful New Orleans, shocking video of a Tesla Cybertruck exploding successful beforehand of Trump International Hotel Las Vegas, President Biden pardoning members of his household and governmental allies connected his mode retired the door, President Trump’s inauguration, the fragile ceasefire betwixt Hamas and Israel and different important headlines arsenic the Trump medication began with a flurry of enforcement orders. 

Despite the engaged period of large news, MSNBC averaged lone 63,000 demo viewers betwixt the primetime hours of 8-11 p.m. ET to decorativeness No. 31 among cablegram offerings. By comparison, Fox News Channel averaged 353,000 demo viewers during primetime and ratings-challenged CNN adjacent managed an mean of 118,000 demo viewers to astir treble MSNBC. 

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MSNBC averaged lone 63,000 demo viewers betwixt the primetime hours of 8-11 p.m. ET during January to decorativeness No. 31 among cablegram offerings.

DePauw University prof Jeffrey McCall said advertisers typically privation to bash concern with networks that deliver viewers from the cardinal demo. 

"Advertisers question the 25-54 demo due to the fact that media consumers successful that property scope mostly person wealth to walk and are not needfully locked into marque loyalties. Younger demos person little discretionary money to spend, and older demos are much established successful their consumerism habits," McCall told Fox News Digital. 

"The 25-54 consumers are buying cars, renovating their houses, buying apparel for kids and fundamentally having to walk their wealth to unrecorded their lives. And they are much unfastened to trying caller products oregon services," McCall added. "That's wherefore advertisers people this property radical truthful specifically."   

TV Land, Lifetime, Freeform, E!, Syfy, BET, Paramount, Hallmark Channel, AMC, FXX, Investigation Discovery, History, Nick-at-Nite, MTV, Discovery, Comedy Central, A&E, HGTV, FX, Adult Swim, Food Network, Bravo, ESPN 2, TLC, TBS, TNT, USA and ESPN each besides outperformed MSNBC successful the demo during the news-heavy month. 

"Networks with mediocre showings successful the 25-54 demo volition entreaty to a narrower scope of advertisers and apt person to discount their advertizing rates," McCall said. 

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MSNBC's Rachel Maddow spoke with Bishop Mariann Edgar Budde to sermon her spat with President Trump. (Screenshot/MSNBC)

MSNBC’s struggling primetime lineup features "Inside with Jen Psaki" astatine 8 p.m. ET connected Mondays with "All In with Chris Hayes" occupying that timeslot the remainder of the week. Rachel Maddow, who famously chopped "The Rachel Maddow Show" to erstwhile a week successful 2022 to prosecute different projects contempt her tremendous salary, is filling the 9 p.m. ET timeslot each weekday for the archetypal 100 days of the Trump administration, but "Alex Wagner Tonight" occupied that timeslot for overmuch of the period and "The Last Word with Lawrence O’Donnell" closes things out. 

On January 16, President Biden sat down with MSNBC's Lawrence O’Donnell for the past interrogation of his medication earlier officially leaving office. Despite extended promotion, Biden’s last interrogation arsenic president drew lone 97,000 viewers among the captious demo. Repeats of "Seinfeld," "Family Guy," "Friends," "The Office," arsenic good arsenic an occurrence of "South Park" were among the programs to gully a larger assemblage successful the category. 

MSNBC’s issues among the captious demo weren’t exclusive to primetime, arsenic the web besides struggled importantly among full time viewers among adults coveted by advertisers. 

MSNBC averaged lone 45,000 full time demo viewers, compared to 253,000 for Fox News and 80,000 for CNN. 

MSNBC finished down 26 antithetic cablegram options successful the category.

When it comes to idiosyncratic programs, 14 antithetic Fox News programs bushed MSNBC’s "The Rachel Maddow Show" among demo viewers. 

"The Five," Jesse Watters Primetime," "Hannity," The Ingraham Angle," "Gutfeld!," "Special Report with Bret Baier," "Fox News @ Night," "The Faulkner Focus," "America’s Newsroom," "Outnumbered," "America Reports," Martha MacCallum’s "The Story"  and the p.m. ET hr combo of "Your World" and "The Will Cain Show" each outperformed "The Rachel Maddow Show" with viewers betwixt ages 25-54. 

Ethan Alter, who covers cablegram quality ratings for Adweek’s TVNewser, stressed the value of the measurable. 

"Adults 25-54 is the prized demographic among advertisers, truthful beardown showings determination are cardinal for a cablegram network’s advertisement revenue. MSNBC saw immoderate notable demo erosion successful the aftermath of the election, which tin apt beryllium chalked up to post-election fatigue and the holidays. January brought amended results than December, but the web was inactive down successful the demo compared to a twelvemonth ago," Alter told Fox News Digital. 

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President Biden’s past interrogation of his medication lone drew 97,000 viewers successful the captious 25-54 property demographic.  (Getty Images)

When asked for comment, an MSNBC spokesperson responded with a property merchandise touting the network’s uptick successful viewership since Trump took bureau connected January 20. 

"From 4 p.m. to midnight, during MSNBC’s Perspective & Analysis programming, each weekday MSNBC programs grew their audiences by double-digit percentages versus the anterior period and topped their respective CNN clip slot competitors," the MSNBC property merchandise stated. 

MSNBC’s viewership issues travel arsenic Comcast precocious announced it would rotation disconnected NBCUniversal cablegram assets, including MSNBC, into a abstracted institution that volition not beryllium tied to NBC News. As a result, the destiny of shared resources and editorial direction are successful question. 

"Ensuring the demo numbers stay trending upward volition apt beryllium a precedence arsenic MSNBC approaches its SpinCo spin-off aboriginal this year," Alter said. 

Earlier this month, MSNBC president Rashida Jones stepped down from her position aft moving the wide web for astir 4 years.

Rebecca Kutler, elder vice president of contented strategy, has been named the interim president of MSNBC. Kutler came to MSNBC successful 2022 aft a lengthy stint astatine CNN, wherever she erstwhile served as Don Lemon’s executive producer. 

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Ratings information courtesy of Nielsen Media Research. 

Fox News Digital's Jeffrey Clark contributed to this report.