MSNBC had the lowest ratings in the advertiser-coveted demographic of adults aged 25-54 in more than two decades in May, according to a report by Fox News.
The cable news network saw the lowest-rated month since May of 2004 among the demographic as Rachel Maddow’s reduced schedule continues to cause problems with the network.
“Record-low ratings going back to 1999 is almost always a bad sign seeing as how they were then a fledgling network and far less ubiquitous in our bodypolitic,” NewsBusters managing editor Curtis Houck told Fox News Digital about MSNBC, which launched in 1996.
According to Houck, liberals today have so many viewing options when looking to “be spoon-fed their talking points” that MSNBC’s leadership will “need to figure something out unless NBCUniversal is content with perpetually rearranging deck chairs on their version of The Titanic.”
Via Fox News:
Viewers between ages 25-54, who are considered young enough to change habits and buy new products or services, but old enough to have disposable incomes, are the group that advertisers largely seek to reach with commercials. MSNBC has struggled to attract viewers from this coveted group since President Biden took office, and the progressive network averaged only 70,000 demo viewers during the month of May compared to 229,000 for Fox News Channel.
According to recently reported statistics, MSNBC’s primetime lineup of “All in with Chris Hayes,” “MSNBC Prime,” “The Last Word with Lawrence O’Donnell,” and, once a week, “The Rachel Maddow Show,” only brought in 105,000 demo viewers. That is in comparison to 351,000 for Fox News and 150,000 for CNN.
MSNBC appears to have lost a staggering 32% of its primetime audience from May 2021, while Fox News gained 23% over the same time period.
CNN grappled with its own rating problems, losing 19% since last year, but even they managed 106,000 demo viewers during the month of May to crush MSNBC.
“Americans were preparing for the potential Y2K bug as the year 2000 was only one month away the last time MSNBC had a smaller audience among the group coveted by advertisers,” Fox reported.