August ’10 Ratings: MSNBC Holds Steady from Year Ago

By kevin 

All four cable nets saw decreases in viewership compared to last year, but MSNBC, particularly in the demo, saw the smallest — down -1% in total day and -5% in primetime. The network topped CNN in primetime in both total and demo viewers for the seventh straight month and also was #2 in the total day demo for the second month in a row, though the network still trails ratings leader Fox News significantly.

Total Day (Mon-Sun): 378k total/143k A25-54
Prime (Mon-Sun): 681k total/232k A25-54

“The Ed Show,” which had its best month in the demo since launch (625k total/176k demo), was the program with the second-most growth in all of cable news — behind HLN’s “Morning Express” — compared to last August, up +21% in total viewers and +14% in the demo. The show, which was behind CNN’s “Situation Room” last August, is now #2 behind FNC’s “Special Report” in both categories.

“Morning Joe” (363k total/108k demo) also posted total viewer growth, +7%, but was down in the demo -8%. The show was #2 in total viewers and narrowly edged out “American Morning” for #3 in the demo. The 5pm “Hardball” (500k total/139 demo) bested CNN’s “Situation Room” in the demo for the first time in 2+ years and was down the least from last summer compared to the other programs in that time slot.

“Countdown” (959k total/263k demo) and “Rachel Maddow” (825k total/230k demo) were handily in second place, though both programs were down -25% in the demo, roughly the same year-to-year percentage drops as Fox News’ programs at 8 and 9pm.

The weekend evening doc block is continuing to perform well in the demo for the network.

MSNBC release after the jump…

MSNBC Beats CNN in Total Day for Second Straight Month

“The Ed Show” Has Best Month Ever in A25-54

CNN Sees Lowest Primetime Viewers in More Than a Decade

MSNBC #1 Among Younger Viewers in Sales Prime for Six Straight Months

NEW YORK – August 31, 2010 – MSNBC topped CNN in viewers 25-54 for the second straight month in total day in August, the fifth month this year that it has done so, according to data from Nielsen Media Research. MSNBC has out-rated CNN in primetime among both Adults 25-54 and total viewers for seven consecutive months in 2010. MSNBC’s “Morning Joe,” “Hardball with Chris Matthews,” “The Ed Show,” “Countdown with Keith Olbermann” and “The Rachel Maddow Show” all out-rated CNN in August among both A25-54 and total viewers and “The Ed Show” had its best numbers ever in August. Following are MSNBC ratings highlights for August:

* MSNBC beat CNN in total day among A25-54 for the second straight month in August (143,000 vs. 116,000). Year to year, MSNBC grew slightly in the demo (143,000 vs. 142,000) while CNN plummeted 28 percent (116,000 vs. 161,000).

* In primetime, MSNBC dominated CNN by 60 percent among A25-54 (231,000 vs. 144,000), by 39 percent among total viewers (677,000 vs. 486,000) and by 78 percent among younger viewers, 18-34 (57,000 vs. 32,000). This was CNN’s worst month in primetime in more than a decade among total viewers (May 2000) and in nine years in A25-54 (May 2001).

* MSNBC ranked #1 among the news networks for the sixth straight month in sales prime (7 p.m.-2 a.m.) among younger viewers, A18-34 (65,000).

* “Morning Joe” beat CNN’s “American Morning” in A25-54 (108,000 vs. 106,000), and for the sixth straight month among total viewers (363,000 vs. 280,000)

* “Hardball with Chris Matthews” topped CNN at 5 p.m. among A25-54 (139,000 vs. 126,000) for the first time in more than two years. This was “Hardball’s” best month since September, 2009 among A25-54. At 7 p.m., “Hardball” beat CNN for the sixth straight month in A25-54 (170,000 vs. 104,000) and for the seventh straight month in total viewers (561,000 vs. 364,000). CNN’s “John King USA” saw its worst performance in the demo to date, and the worst numbers for CNN in that time period since August 2001.

* “The Ed Show” had its best month ever in August, delivering 176,000 A25-54, beating CNN by 52 percent (176,000 vs. 116,000). “The Ed Show” also bested CNN by 43 percent among total viewers (623,000 vs. 437,000).

* “Countdown with Keith Olbermann” beat CNN at 8 p.m. for the 30th consecutive month among A25-54 (261,000 vs. 127,000) and beat CNN and HLN for the 30th consecutive month among total viewers. Additionally, the repeat of “Countdown” at 10 p.m. beat CNN’s “Anderson Cooper 360” among A25-54 (202,000 vs. 172,000), total viewers (560,000 vs. 559,000) and A18-34 (40,000 vs. 35,000).

* “The Rachel Maddow Show” beat CNN’s “Larry King Live” for the seventh straight month among A25-54 (229,000 vs. 149,000) and total viewers (819,000 vs. 545,000). This was the worst month for “LKL” among A25-54 since May 2000, and his worst month in recorded history among total viewers, dating back to October 1991.

* MSNBC’s longform weekend programming (7 p.m.-2 a.m.) ranked number one among the cable news networks in A25-54 for the fifth month in a row, and beat CNN for the 14th consecutive month.