MSNBC, a prominent liberal-leaning cable network, is confronting a substantial decline in viewership following an ambitious revamp of its primetime programming. Despite the introduction of former White House Press Secretary Jen Psaki's show "The Briefing" in May, the network has not managed to stem the tide of departing viewers, particularly in the critical 25–54 age demographic.
Internal ratings data revealed a disconcerting 41 percent drop in this coveted demographic during primetime this May, compared to the same period last year. The overall day ratings have similarly decreased by 34 percent year over year. This downturn follows the network's decision to shuffle its lineup, positioning Psaki in the 9 p.m. Tuesday through Friday slot previously held by Rachel Maddow.
The new show's performance has been lackluster, with "The Briefing" failing to attract even 1 million total viewers on May 22, averaging just 973,000 viewers since its debut. In stark contrast, Maddow once drew 1.82 million viewers during her coverage of President Donald Trump's first 100 days. The comparison showcases a stark 46 percent viewership decline for the timeslot.
Psaki's struggle to resonate with the key demographic is evident. On May 22, her show garnered a mere 55,000 viewers aged 25–54. Concurrently, Fox News' "Hannity," airing at the same hour, captivated a substantial 2.3 million total viewers, including 210,000 in the critical demographic.
Adding to MSNBC's woes, "The Weeknight," which debuted at 7 p.m. as a replacement for Joy Reid’s canceled show “The ReidOut,” has also failed to engage viewers. The panel-style program featuring Symone Sanders Townsend, Michael Steele, and Alicia Menendez attracted only 707,000 total viewers and 56,000 in the key demographic on May 22. These figures represent a 36 percent plunge from the previous year's viewership at that hour.
Even Maddow, who now appears solely on Mondays, has experienced a 24 percent drop in viewership, averaging 1.8 million viewers compared to last year's 2.4 million. Meanwhile, MSNBC's rival, CNN, continues to lag behind Fox News in total viewers but has managed to surpass MSNBC in the crucial 25–54 demographic across nearly all primetime slots.
Fox News remains the undisputed leader in cable news, with "The Five" averaging 3.77 million nightly viewers in May. Notably, Fox was the only major cable network to post year-over-year gains, with viewership up by 21 percent overall and 22 percent in the key demographic.
The ratings collapse at MSNBC coincides with internal corporate shifts as Comcast executives consider spinning off the network into a new publicly traded entity. This potential move has led to internal shakeups and uncertainty among the on-air talent. Steve Kornacki and Ari Melber are among the notable figures affected by this turbulence, with Kornacki moving to focus on NBC News and Melber exploring opportunities beyond the network.
Despite the daunting ratings and organizational challenges, Psaki and MSNBC are determined to rebuild viewership following the recent lineup changes. The long-term success of MSNBC's new strategy remains in question, as current ratings signal formidable obstacles ahead.
