August 2013 Ratings: MSNBC Down Double Digits
By Alex Weprin on August 27, 2013 4:24 PM
MSNBC continued its rough 2013 in the ratings, continuing to lose significant audience from 2012. The problems were particularly prevalent in primetime, with some shows losing close to -50% of viewers.
The ratings for August 2013 (Nielsen Live + Same Day data):
Compared to August 2012, MSNBC was down -28% in total viewers and -32% in the A25-54 demographic in total day and -36% and -32%, respectively, in primetime. MSNBC was the only cable channel to see viewership growth last August, thanks in part to live coverage from the Olympics.
- Primetime (Mon-Sun): 520,000 Total Viewers / 173,000 A25-54
- Total Day (Mon-Sun): 348,000 Total Viewers / 119,000 A25-54
“Morning Joe” was down -9% in total viewers and -17% in the A25-54 demographic compared to the same month last year, which actually was a better result than many of the programs that came later in the day.
In primetime, “The Rachel Maddow Show” posted all-time low ratings in total and demo viewers, down -43% and -47%, respectively. “The Last Word” posted a low in total viewers, losing -40% of its total viewer audience and -42% of its demo audience. at 8 PM, “All in” was down -48% and -42% in total and demo viewers, respectively, placing behind CNN for the hour.
In dayside, MSNBC was down double digits in pretty much every hour in total and demo viewers, including 6 PM’s “PoliticsNation,” which was down -31% and -37% in total and demo viewers, and 3 PM’s “The Cycle,” which was down -15% and -18% in total and demo viewers. One of the few programs to improve year to year was “The Ed Show” on Saturday and Sunday, which was up both days in total viewers, and in the demo on Saturday. This may help explain why the channel replaced the 5 PM edition of “Hardball” with the former weekend program.
It should also be noted that with the slow news month, the weekend crime programming like “Lockup” rated very well for MSNBC, helping to boost its primetime and total day averages.
MSNBC appears to have alienated all but its hardcore leftist viewership through its relentlessly shrill partisanship. This is bad news for Jay Carney, because if MSNBC goes, the market for clueless DNC shills will dry up just as he's reentering the private sector.