MSNBC Losing Viewers At 9 & 11pm

By Brian 

Today’s primetime schedule shift at MSNBC is designed, at least in part, to shore up the channel’s ratings. Look at the year-over-year slippage:

Since the Situation premiered on June 13, it has averaged 201,000 viewers, and 82,000 in the 25-54 demographic. By way of comparison: The 9pm hour on MSNBC, between June 14 and July 28, 2004, averaged 353,000 viewers, and 109,000 in the demo. That’s a 43% decrease in total viewership between 2004 and 2005.

The Situation isn’t any better at 11pm: The repeat of Hardball has averaged 194,000 viewers between June 14 and July 28, down from 350,000 during the same time period in 2004 — a 45% decrease.