MSNBC was the only cable news channel to grow its audience vs. Aug. 2011. Given a boost by Olympics programming during the day, MSNBC’s primetime was up +14% in Total Viewers and up +23% in younger viewers. MSNBC was up in daytime too, +14% / +14%, part of which is attributed to two weeks of Olympics competition.
The ratings for August, 2012:
- Primetime (Mon-Sun): 811,000 Total Viewers / 258,000 A25-54
- Total Day (Mon-Sun): 485,000 Total Viewers / 175,000 A25-54
Among MSNBC’s primetime programming, both “The Rachel Maddow Show” and “The Last Word” had their best months in the adults 25-54 demo since May, 2011, and were also up in total viewers. 6 PM’s “PoliticsNation” had its best month ever in the demo, and was up +22% in total viewers compared to August 2011. That said, “PoliticsNation” had the prime post-Olympics programming slot, which surely helped its ratings.
Likewise, “Daily Rundown” had its best month ever in A25-54, though it was the lead-in to Olympics programming. Just about every hour of programming improved upon the August 2011 ratings. That said, MSNBC had a down month in August 2011, which could account for some of the ratings growth this year.
MSNBC’s ratings release, after the jump.
MSNBC DOMINATES CNN IN AUGUST
MSNBC Posts Largest Monthly Advantages Ever Over CNN
MSNBC Primetime Leads CNN by 123% in A25-54
Posts Year-to-Year Growth in All Key Dayparts – The Only Cable News Net to Grow
MSNBC Ranks #1 Among Adults 18-34 in All Key Dayparts
NEW YORK – August 28, 2012 – MSNBC dominated CNN in August, posting the largest monthly advantages ever over CNN in M-F Primetime, Sales Day and Total Day according to data from Nielsen. MSNBC also posted year-to-year growth across the board in all key dayparts, while CNN and FNC were both down.
For the month of August, MSNBC ranked #2 and led CNN by 123% among A25-54 (274,000 vs. 123,000) and by 129% among total viewers (969,000 vs. 424,000) in weekday primetime, the largest monthly advantages ever over CNN. MSNBC also ranked #1 among A18-34 in weekday prime, topping both CNN and FNC. Compared to August 2011, MSNBC weekday primetime is up 19% with A25-54 and total viewers and 54% with A18-34 posting the only year to year growth in the daypart.
MSNBC ranked #2 and beat CNN in M-Su Primetime, with a 110% advantage over CNN in A25-54 (258,000 vs. 123,000) and 91% in total viewers (811,000 vs. 425,000), the largest monthly advantages over CNN ever. MSNBC also ranked #1 among the younger demo of A18-34 in M-Su Primetime. Compared to August 2011, MSNBC M-Su Primetime is up 14% with A25-54, 14% with total viewers, and 37%with A18-34 posting the only year-to-year growth in the daypart. (Data excludes Olympic coverage).
In total day (M-Su 6a-6a), MSNBC ranked #2 with a 69% lead over CNN in A25-54 (162,000 vs. 96,000) and by 44% in total viewers (468,000 vs. 326,000). This is MSNBC’s biggest monthly advantage over CNN among total viewers ever. MSNBC also ranked #1 in A18-34 in total day for the month. (Excluding Olympic coverage).
The following are MSNBC’s morning and primetime ratings highlights for August 2012:
* At 5:30 a.m. “Way Too Early with Willie Geist” was #2 topping CNN by 47% in A25-54 (78,000 vs. 53,000) and by 49% in total viewers (189,000 vs. 127,000).
* “Morning Joe” (6- 9 a.m.) ranked #2, beating CNN by 82% in A25-54 (150,000 vs. 82,000) and by 106% among total viewers (420,000 vs. 204,000). This is the 17th straight month “Morning Joe” has beaten CNN both total viewers and A25-54. Compared to August 2011, “Morning Joe” was up 5% in A25-54, while CNN and FNC were down. “Morning Joe” was also up 39% with A18-34 compared to last year, posting more growth in the younger demo than all other cable news programs in the time period.* “Hardball with Chris Matthews” at 5 p.m. posted its best A25-54 delivery since Jan. 2009 and best total viewer delivery since November 2008. “Hardball” ranked #2, topping CNN by 84% in A25-54 (202,000 vs. 110,000) and 78% in total viewers (892,000 vs. 501,000). Compared to August 2011, “Hardball” was up 29% in A25-54 and 30% with total viewers, more growth than all other cable news programs in the hour. “Hardball” was also up 45% in A18-34 over August 2011, posting the only cable news growth in the hour. **Note: Excludes Olympics data. “Hardball” data based on two weeks of programs.
* “PoliticsNation” with Al Sharpton at 6 p.m. had its best month ever among A25-54 and posted the best delivery in the hour since December 2010. “PoliticsNation” ranked #2, topping CNN by 82% in A25-54 (197,000 vs. 108,000) and by 88% among total viewers (756,000 vs. 402,000). “PoliticsNation” ranked #1 in A18-34. Compared to August 2011, MSNBC is up 23% in A25-54, 22% in total viewers, and 107% with A18-34, posting the only cable news growth in the hour.
* At 7 p.m. “Hardball with Chris Matthews” had its best A25-54 and total viewer delivery since February 2009. “Hardball” ranked #2, beating CNN by 95% in A25-54 and by 124% among total viewers (864,000 vs. 386,000).
* “The Ed Show” at 8 p.m. ranked #2 beating CNN’s “Anderson Cooper 360” by 82% in A25-54 (232,000 vs. 127,000) and 101% in total viewers (920,000 vs. 458,000) for the month. Compared to August 2011, “The Ed Show” was up 17% with A25-54, 13% with total viewers, and 71% with A18-34, the only cable news program growth in the hour.
* “The Rachel Maddow Show” at 9 p.m. had its best A25-54 delivery since May 2011. “Maddow” had a strong advantage over CNN’s “Piers Morgan Tonight” – leading “Piers” by 169% in A25-54 (326,000 vs. 121,000) and 140% in total viewers (1.090 million vs. 454,000). “Maddow” also ranked #1 in A18-34. Compared to August 2011, “Maddow” is up 19% with A25-54 and 71% among the younger demo of A18-34, the only growth in the time period. “Maddow” was also up 19% with total viewers compared to last year, more growth than all other cable news programs in the hour combined.
* “The Last Word with Lawrence O’Donnell” had the best monthly delivery since May 2011 and the best total viewer delivery since November 2008. “The Last Word” ranked #2 at 10 p.m. with a 118% advantage over “Anderson Cooper 360” in A25-54 (285,000 vs. 131,000) and 163% among total viewers (1.009 million vs. 383,000). “The Last Word” increased 27% among A25-54 and 31% in total viewers compared to August 2011, posting the only cable news growth in the hour. “The Last Word” was also #1 among the younger demo A18-34, up 51% compared to July 2011. This is the lowest monthly delivery ever for “360” at 10p (A25-54 and total viewers).
* MSNBC is #1 in delivering African American total viewers among cable news channels for the 31th consecutive month in M-Su Primetime.
MSNBC’s daytime and weekend program highlights include(EXCLUDING OLYMPIC DATA – based on two weeks for MSNBC, 4 weeks for competition):
* MSNBC daytime (M-F 9a-5p – excluding Olympic data and based on two weeks of programs) beat CNN by 16% in A25-54 (117,000 vs. 98,000) and 15% in total viewers (428,000 vs. 389,000), the biggest advantages ever over CNN daytime. This was MSNBC’s best daytime performance since May 2011. MSNBC is up 16% with A25-54 and 15% in total viewers compared to August 2011.
* “The Daily Rundown” with Chuck Todd at 9 a.m. had its best month ever, topping CNN by 12% in A25-54 (121,000 vs. 108,000) and 30% in total viewers (461,000 vs. 354,000). “The Daily Rundown” was #1 among A18-34, up 173% in the younger demo compared to August 2011. MSNBC also grew 19% in A25-54 compared to last year, while CNN and FNC were down.
* At 10 a.m., “Jansing & Co.” had its best total viewer delivery since April 2009. MSNBC was up 22% in A25-54, 15% with total viewers, and 138% in A18-34 compared to August 2011, more growth than all cable news programs in the hour. “Jansing & Co.” beat CNN in A25-54 (111,000 vs. 104,000).
* “MSNBC Live” with Thomas Roberts at 11 a.m. had the best total viewer delivery since Feb. 2009. “MSNBC Live” ranked #2 in both A25-54 (111,000 vs. 100,000) and total viewers (391,000 vs. 383,000). Compared to August 2011, MSNBC was up 17% in total viewers, 10% in A25-54, and 121% with A18-34, more growth than all cable news programs in the hour.
* “NOW with Alex Wagner” at noon had its best monthly A25-54 delivery ever and beat CNN by 35% in A25-54 (127,000 vs. 94,000) and 12% in total viewers (430,000 vs. 384,000). “NOW” ranked #1 in the younger demo of A18-34 for the second consecutive month. Compared to August 2011, MSNBC is up 27% in A25-54 and 131% in A18-34, more growth than all cable news programs in the hour. MSNBC is also up 28% in total viewers compared to last year, the only cable news growth in the hour.
* “Andrea Mitchell Reports” at 1 p.m. had its best A25-54 delivery since May 2011. “Andrea Mitchell Reports” ranked #2 in both total viewers and the demo, topping CNN by 31% in A25-54 (113,000 vs. 86,000). MSNBC was #1 among A18-34. Compared to August 2011, “Andrea Mitchell Reports” is up 16% with A25-54, 12% with total viewers, and 157% with A18-34, posting the only growth by a cable news program in the hour.
* “NewsNation” with Tamron Hall” at 2 p.m. had its best A25-54 performance since May 2011. “NewsNation” beat CNN by 22% in A25-54 (112,00 vs. 92,000) and 4% with total viewers (400,000 vs. 385,000). MSNBC is up 4% with total viewers and 100% with A18-34 over August 2011, posting the only growth by a cable news program in the hour.
* At 3 p.m., “The Cycle” posted the best delivery in the hour since July 2011. “The Cycle” topped CNN in A25-54 by 16% (111,000 vs. 96,000) and ranked #1 with the younger demo of A18-34. Compared to August 2011, “The Cycle” was up 9% in A25-54, 2% with total viewers, and 113% with A18-34, the only cable news program to post growth in the hour.
* “Martin Bashir” at 4 p.m. posted the best A25-54 and total viewer delivery in the hour since January 2009. “Martin Bashir” beat CNN by 19% in A25-54 (126,000 vs. 106,000) and 26% in total viewers (559,000 vs. 443,000). Compared to August 2011, MSNBC is up 20% in A25-54, 32% with total viewers, and 62% in A18-34, the only cable news program to post growth in the hour.
* On Saturdays in August (excluding Olympic data – based on 3 telecasts), “Weekends with Alex Witt” (7a-8a) was up 11% from August 2011, more growth than all other cable news programs combined. It also ranked #1 in A18-34. “Up w/ Chris Hayes” (Sat 8a-10a – 2 telecasts) topped CNN by 35% in A25-54 and 25% with total viewers. Compared to August 2011, “Up” grew 76% with A25-54 and 52% with total viewers, more growth than all other cable news programs in the time period combined.
* On Sundays in August (excluding Olympics data – based on 3 telecasts), “Up w/ Chris Hayes” (8a-10a) beat CNN by 43% among A25-54 (154,000 vs. 108,000) and by 16% with total viewers (429,000 vs. 370,000). “Up” grew 9% with total viewers compared to August 2011, more growth than all other cable news programs in the time period combined. “Up” also ranked #1 among the younger demo of A18-34. “Melissa Harris-Perry” (10a-12n) topped CNN by 2% in A25-54 (114,000 vs. 112,000) and ranked #1 with A18-34.
* MSNBC ranked #1 in the younger demo of A18-34 in weekend sales prime (Sa/Su 7p-2a) for the 46th consecutive month.