In October 2016, MSNBC drew its most total viewers ever in both weekday prime (Mon – Fri, 8-11 p.m.) and total day (Mon-Sun 6 a.m. – 6 a.m.). MSNBC also drew its largest total day and weekday prime audiences in the key A25-54 demo since the last presidential election (since November 2012).
In addition to weekday prime, there were also significant year-over-year gains for MSNBC in the standard Monday – Sunday prime time daypart: +168 percent in total viewers, and +235 percent in A25-54. The network defeated CNN in total viewers in the Mon-Fri prime time daypart, but fell short in Monday-Sunday prime time.
The ratings for October, 2016 (Nielsen Live + Same Day data):
- Prime time (Mon-Sun): 1,688,000 total viewers / 432,000 A25-54
- Total Day (Mon-Sun): 886,000 total viewers / 221,000 A25-54
Morning Joe continues to benefit from an unpredictable election cycle. MSNBC’s key morning show defeated CNN in total viewers for the 20th consecutive month, and in A25-54 viewers for the third consecutive month. October 2016 represented the 6 – 9 a.m. time period’s largest total audience in the network’s 20-year history (882,000 total viewers).
MSNBC drew its largest total viewer audience in the 9 a.m. – 5 p.m. dayside daypart since April 2003 and best demo audience in the daypart in four years (since Nov. 2012).
A foursome of MSNBC programs delivered their largest total audiences ever in October 2016: Hardball with Chris Matthews at 7 p.m. (1.495 million), The Rachel Maddow Show at 9 p.m. (2.097 million), The Last Word with Lawrence O’Donnell at 10 p.m (1.837 million). Additionally, All in with Chris Hayes had its most-watched month ever (1.557 million), and the best total viewer performance for an 8 p.m. MSNBC show since 2008.
More in MSNBC’s release:
MSNBC SURGES TO ALL-TIME HIGHS IN OCTOBER 2016; BEATS CNN IN WEEKDAY PRIME FOR THIRD STRAIGHT MONTH
MSNBC Delivers Biggest Audiences Ever in Weekday Prime and Total Day During Final Month Before Election“Morning Joe” Continues Across-the-Board Wins Over CNN, Again Posts Best Morning Ratings in MSNBC’s 20 Year History
MSNBC Beats CNN in Weekday Prime Among Total Viewers for Third Straight Month
MSNBC Delivers All-Time Highs and Beats CNN Among Total Viewers at 7pm, 9pm, 10pm, and 11pm
MSNBC Dayside Growth Continues to Far Outpace the Competition
NOVEMBER 1, 2016 — MSNBC beat CNN among weekday prime total viewers during the final month before election day. In October 2016, MSNBC drew its biggest audiences ever in both weekday prime (M-F 8-11pm) and total day (M-Su 6am-6am), and far outpaced the competition in year-to-year growth across key dayparts and demos. MSNBC also drew its biggest total day and weekday prime audiences among the A25-54 demo since the last presidential election (since November 2012).October 2016 marks the third straight month that MSNBC has beat third-ranked CNN in weekday prime among total viewers. MSNBC prime’s year-to-year growth is more than double that of CNN and FOX News in both total viewers (+161% vs. CNN’s +69% and FNC’s +56% and the A25-54 demo (+253% vs. CNN’s +107% and FNC’s +101%) compared to October 2015. MSNBC was the third most-watched network in all of cable weekday prime in total viewers for the month, behind only FOX News and ESPN.
“Morning Joe” extended its winning streak over CNN’s third-place “New Day,” marking the 20th straight month ahead of CNN in total viewers and third straight advantage in the demo. “Morning Joe’s” momentum continues to build as October marked the 6-9am time period’s biggest total viewer audience in MSNBC’s 20-year history.
Four more MSNBC programs each beat CNN among total viewers and simultaneously delivered their time periods’ largest total audiences ever: “Hardball with Chris Matthews” at 7pm, “The Rachel Maddow Show” at 9pm, “The Last Word with Lawrence O’Donnell” at 10pm, and “The 11th Hour with Brian Williams” at 11pm. At 8pm, “All In with Chris Hayes” delivered the show’s best total viewer average ever and the best in the time period since Nov. 2008.MSNBC dayside (M-F 9am-5pm) posted the closest total viewer percentage gap with CNN since February 2014, and drew the daypart’s biggest total viewer audience since April 2003 and best demo audience in four years (since Nov. 2012). Since making a strategic shift to breaking news, MSNBC dayside has steadily grown by significantly higher rates than any other cable news network and has steadily closed the percentage gap with CNN among total viewers for seven consecutive months.
On the weekends, “AM Joy” (Sa-Su 10am-12pm) delivered the time period’s biggest total viewer audiences since April 2003 and biggest demo audiences since Sep. 2008 (Sat.) and Sep. 2005 (Sun).NOTE: October 2016 ratings are based on Nielsen Live+Same data day for 9/26/16 -10/30/16. Individual show data represents regular programming only, excluding the debates.
OCTOBER 2016 PROGRAM HIGHLIGHTS
MORNING JOE (M-F 6-9am)
• “Morning Joe” again topped CNN’s “New Day” among both total viewers and the demo. This marks the 20th straight monthly win over CNN in total viewers and the third straight win in the demo.
• “Morning Joe” delivered the biggest total viewer audience in the 6-9am time period in MSNBC’s history. “Morning Joe” also posted its highest demo average in four years (since Nov. 12).
• “Morning Joe” posted higher year-to-year growth than the competition, up +90% among total viewers (vs. +86% for CNN and +39% for FOX) and up +122% in the demo (vs. +112% for CNN and +29% for FOX).
• “Morning Joe” averaged 882,000 total viewers (ahead of CNN’s 652,000) and 222,000 viewers A25-54 (ahead of CNN’s 212,000).
DAYSIDE (M-F 9am-5pm)
• MSNBC dayside delivered the closest total viewer gap with CNN since February 2014. October marks the seventh straight month that MSNBC has closed the gap with CNN among total viewers.
• MSNBC dayside’s year-to-year growth continues to soar over the competition, posting gains of +113% in total viewers (vs. +75% for CNN and +18% for FOX) and +185% in the key demo (vs. +115% for CNN and +37% for FOX).
• October 2016 marks MSNBC dayside’s biggest total viewer audience since April 2003 and best demo average since Nov. 2012.
• MSNBC dayside averaged 798,000 total viewers and 171,000 viewers A25-54.
• “Andrea Mitchell Reports” delivered the 12pm hour’s biggest total viewer audience ever and best demo average since Nov. 2012. “Andrea Mitchell Reports” is up +140% in total viewers (vs. +77% for CNN and +18% for FOX) and +234% in the demo (vs. +122% for CNN and +35% for FOX).
EARLY EVENING (M-F 5-8pm)
• “MTP Daily with Chuck Todd,” which launched in September 2015, posted the 5pm time period’s best total viewer average since Nov. 2012 and best demo average since January 2013.
• “MTP Daily” averaged 1.099 million total viewers and 226,000 viewers A25-54.
• “With All Due Respect,” which debuted on MSNBC in January 2016, delivered the 6pm time period’s highest total viewer and demo averages since Nov. 2012.
• “WADR” averaged 1.053 million total viewers and 234,000 viewers A25-54.
• “Hardball with Chris Matthews” topped third-ranked CNN among total viewers for the third straight month. October 2016 marks “Hardball’s” biggest total viewer audience ever and best demo average since Nov. 2012.
• “Hardball” delivered 1.495 million total viewers (ahead of CNN’s 1.288 million) and 318,000 viewers A25-54.
WEEKDAY PRIME (M-F 8-11pm)
• MSNBC beat CNN in weekday prime among total viewers for the third straight month.
• MSNBC prime delivered its biggest total viewer audience in the network’s 20 year history and best A25-54 demo delivery since Nov. 2012.
• Of all cable networks, MSNBC prime ranked #3 behind only FOX News and ESPN.
• Compared to October 2015, MSNBC prime’s growth is more than double that of CNN and FOX News in both total viewers (+161% vs. CNN’s +69% and FNC’s +56%) and the A25-54 demo (+253% vs. CNN’s +107% and FNC’s +101%).
• MSNBC prime averaged 2.036 million total viewers (ahead of CNN’s 1.990 million) and 509,000 viewers A25-54.
• “All In with Chris Hayes” delivered the show’s biggest total viewer audience ever and the biggest in the time period since Nov. 2008, as well as the biggest demo audience since Nov. 2012.
• “All In” averaged 1.557 million total viewers and 369,000 viewers A25-54.
• “The Rachel Maddow Show” again ranked #2 in total viewers, beating CNN’s regular programming for the 41st straight month.
• “The Rachel Maddow Show” delivered its biggest total viewer audience and cable news share ever and biggest demo audience since Nov. 2012.
• “The Rachel Maddow Show” averaged 2.097 million total viewers (ahead of CNN’s 1.529 million) and 507,000 viewers A25-54.
• “The Last Word with Lawrence O’Donnell” again ranked #2 in total viewers, beating CNN’s regular programming for the 17th straight month.
• “The Last Word” delivered its best total viewer average ever and best demo average since Nov. 2012.
• “The Last Word” averaged 1.837 million total viewers (ahead of CNN’s 1.308 million) and 406,000 viewers A25-54.
THE 11TH HOUR WITH BRIAN WILLIAMS (M-Th 11-11:30pm)
• “The 11th Hour with Brian Williams,” which debuted on September 6, ranked #2 ahead of CNN among total viewers and delivered the time period’s biggest total audience ever.
• “The 11th Hour” averaged 1.488 million total viewers (ahead of CNN’s 1.167 million) and 354,000 viewers A25-54.
AM JOY (Sa-Su 10am-12pm)
• Saturday editions of “AM Joy” averaged 1.058 million total viewers and 248,000 viewers A25-54, marking the time period’s best total viewer average since April 2003 and best demo average since Nov. 2008.
• Sunday editions averaged 840,000 total viewers and 230,000 viewers A25-54, marking the time period’s best total viewer average since April 2003 and best demo average since Sep. 2005.