MSNBC has witnessed its ratings take a nosedive following the recent elections, resulting in significant changes within the network’s programming and staffing. This downturn has garnered attention, as leading anchor Rachel Maddow has experienced particularly steep declines, with reports noting she has lost over 40% of her viewers.
According to Nielsen ratings, MSNBC has seen its audience reduce nearly by half since November 5, marking the network's most significant ratings drop since the elections. From attracting around 2.3 million viewers during the election period, the channel has plunged to just about 1.4 million viewers since, with Maddow’s show plummeting by 41% to 1.4 million total viewers. It's alarming to see her numbers fall significantly within the desirable 25-54 demographic, down to just 118,000, which is indicative of shifting viewer engagement.
Notably, Incoming Nielsen ratings from the week of November 24 indicated Maddow’s viewership had dropped even lower, garnering only 1.3 million viewers, which represented a 13% decrease from the previous week. This marked her worst performance within this coveted age demographic since 2015, igniting fears among MSNBC staff about potential layoffs or restructuring as the network grapples with its new reality.
On the broader scale, MSNBC has averaged just 497,000 total-day viewers, aligning with the 47% drop reported for the network as it faces the aftermath of the election. The situation intensifies as staff members confront the cancellation of their contracts and potential layoffs following Comcast's surprise announcement to spin off the network. Executives have suggested there may even be discussions around changing the network's name, adding to the uncertainty surrounding the network's future.
Meanwhile, rival networks, particularly Fox News, have made considerable gains. Fox reported enticing numbers, showing its viewership jumped by 32% during the same period, with total primetime viewers peaking at 3.2 million. CNN, on the other hand, also faces challenges, suffering from double-digit losses, with average daily viewers dropping by 33% to around 357,000.
The upheaval at MSNBC has prompted mixed reactions among viewers, especially after the seeming shift in positioning reflected by hosts Joe Scarborough and Mika Brzezinski. Following their controversial meeting with Donald Trump to revive their relationship with the former president, “Morning Joe” saw its audience shrink dramatically, contributing to the overall decline. A staggering 37% of the show’s audience has disappeared, which prompted Scarborough to joke nervously on-air about potential layoffs and the uncertain future for their programs.
Notably, Scarborough’s comment highlights the palpable anxiety circulating within the ranks of MSNBC as they assess their performance and the viewing trends following the election’s end. The network is currently trying to understand the impact of their key figures’ decisions on viewer loyalty, especially during such tumultuous times.
The outlook remains murky for MSNBC as it must navigate the turbulence of post-election ratings coupled with the drastic changes imposed by external forces, such as Comcast's management strategy. Employees are left grappling with their uncertain future amid changing viewer habits, the industry's competitive nature, and their potential restructuring process.
While drops and fluctuations following major elections are not atypical—both MSNBC and CNN faced similar patterns after previous elections—the depth of the current downturn raises questions about future programming decisions and strategies moving forward. Inside sources from the network have speculated on the possibility of increasing viewer engagement to recover lost ground, with hopes pinned on improvement as the new year approaches.
Despite the turmoil, MSNBC executives and staffers remain cautiously optimistic, anticipating the potential to recover viewership, especially post-inauguration, as they adapt to the reshaping media environment.
