July 2013 Ratings: MSNBC Fourth in Total Day, Third in Primetime

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By Merrill Knox Comments

MSNBC continued to struggle in July, placing fourth among the cable news networks in Total Day and third in primetime. The network experienced across-the-board declines in both Total Day and primetime compared to the same month last year.

The ratings for July 2013 (Nielsen Live + Same Day data):

  • Primetime (Mon-Sun): 583,000 Total Viewers / 202,000 A25-54
  • Total Day (Mon-Sun): 380,000 Total Viewers / 137,000 A25-54

Compared to July 2012, MSNBC was down -12% in Total Viewers and -4% in the A25-54 demographic in Total Day and -18% and -9%, respectively, in primetime.

“Morning Joe” was down -4% in Total Viewers and -8% in the A25-54 demographic compared to the same month last year. Coverage of the George Zimmerman trial failed to move the needle for the network’s daytime programming (9am-5pmET), which declined -13% in Total Viewers but grew +2% in the A25-54 demographic.

Despite declines in Total Viewers, the network’s early evening programming gained viewers in the A25-54 demographic. Compared to July 2012, “The Cycle” was up +32% at 3pmET, “Martin Bashir” was up +32% at 4pmET and “Hardball with Chris Matthews” was up +7% at 5pmET.

In primetime, “All In with Chris Hayes” was down -27% in Total Viewers and -15% in A25-54 viewers compared to July 2012, when “The Ed Show” aired at 8pmET. “The Rachel Maddow Show” was down -19% in Total Viewers and -20% in the A25-54 demographic, and “The Last Word with Lawrence O’Donnell” was down -29% and -27%, respectively.