MSNBC drew its biggest total day audience ever in the third quarter of 2016, averaging 676,000 viewers. The network grew 80 percent in total day viewers and grew 83 percent in the key news demo from Q3 of 2015. MSNBC also edged CNN in Monday-Friday prime time viewers, by just .6 percent: 1,224,000 to 1,216,000. The network was up 96 percent in total prime time viewers, and improved 112 percent in the demo in prime time.
The ratings for Q3, 2016 (Nielsen Live + Same Day data):
- Prime time (Mon-Sun): 1,224,000 total viewers / 297,000 A25-54
- Total Day (Mon-Sun): 676,000 total viewers / 168,000 A25-54
Four programs stood out for MSNBC this past quarter: Morning Joe, The Rachel Maddow Show, AM Joy, and the limited-run show The 11th Hour with Brian Williams.
Maddow beat Anderson Cooper 360 (at 9 p.m.) in total viewers and the demo for the third straight quarter.
Morning Joe gave the 6-9 a.m. time period’s biggest total viewer audience in the MSNBC’s 20-year history, breaking the record for the third consecutive quarter. Joe topped CNN in total viewers for the 6th consecutive quarter and won its third straight quarter in the A25-54 demo.
Airing on the weekends from 10 a.m. – 12 p.m., AM Joy delivered the time period’s biggest total viewer audience since the 1st quarter of 2003 and biggest A25-54 audience since Q4 2012.
The 11th Hour, which debuted on September 6th, is leading CNN Tonight in total viewers (but not in the A25-54 demo). The program has given a significant year-over-year boost to MSNBC, posting a total viewer gain of 141 percent from the network’s 11-11:30 p.m. performance in September 2015.
Here’s MSNBC’s release:
SEPTEMBER 27, 2016 — MSNBC drew its biggest total day audience ever in the third quarter of 2016, driven by growing momentum and wins across multiple key dayparts and demographics. MSNBC also drew its biggest total day (M-Su 6a-6a) audience among the A25-54 demo since the last presidential election (since 4Q12).
MSNBC beat CNN in weekday prime (M-F 8-11pm) among total viewers for the second straight quarter, delivering the network’s largest primetime total audience in eight years (since 4Q08) and largest demo audience in four years (since 4Q12). MSNBC prime’s year-to-year growth is more than double that of CNN in both total viewers (+105% vs. +50%) and the A25-54 demo (+150% vs. +59%) compared to 3Q15. MSNBC prime was the third most-watched network in all of cable for the quarter, behind only FOX News and USA.
At 9pm, “The Rachel Maddow Show” beat CNN’s “Anderson Cooper 360” across the board for the third straight quarter, also marking “Maddow’s” 28th consecutive quarterly win over CNN in total viewers.
Just one year into the revamped breaking news strategy during the day, MSNBC dayside (M-F 9am-5pm) drew the daypart’s biggest total viewer audience ever and best demo audience in four years (since 4Q12). MSNBC dayside continues to grow by significantly higher rates than any other cable news network, posting gains of +98% in total viewers (vs. +62% for CNN and +24% for FOX) and +159% in the demo (vs. +72% for CNN and +34% for FOX) compared to 3Q15.
“Morning Joe” delivered the 6-9am time period’s biggest total viewer audience in MSNBC’s 20-year history, breaking the record for the third straight quarter. “Morning Joe” topped CNN in total viewers for the sixth straight quarter and in the demo for the third straight quarter.
On the weekends, “AM Joy” (Sa-Su 10am-12pm) delivered the time period’s biggest total viewer audience since 1Q03 and biggest demo audience since 4Q12.
MSNBC’s strong third quarter, which included coverage of the national party conventions, was capped off by record-high ratings and wins in the month of September. MSNBC beat third-place CNN among total viewers in weekday prime for the second straight month, and far outpaced the competition in year-to-year growth across important dayparts and demos. MSNBC’s total day audience was up by +74% in total viewers (vs. +11% for CNN and +26% for FOX) and +70% in the demo (vs. +19% for CNN and +34% for FOX) compared to September 2015.
NOTE: 3Q16 ratings are based on Nielsen Live+Same data for 6/27/16-9/25/16. All data excludes Olympics programming.
3Q 2016 PROGRAM HIGHLIGHTS
MORNING JOE (M-F 6-9am)
For the third straight quarter, “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 4Q12).
“Morning Joe” again topped CNN’s “New Day” among both total viewers and the demo. This marks the sixth straight quarterly win over CNN in total viewers and the third straight quarter in the demo.
“Morning Joe” posted higher year-to-year growth than the competition, up +68% among total viewers (vs. +55% for CNN and +31% for FOX) and up +74% in the demo (vs. +65% for CNN and +25% for FOX).
“Morning Joe” averaged 744,000 total viewers (ahead of CNN’s 522,000) and 172,000 viewers A25-54 (ahead of CNN’s 168,000).
DAYSIDE (M-F 9am-5pm)
MSNBC dayside’s year-to-year growth continues to soar over the competition, posting gains of +98% in total viewers (vs. +62% for CNN and +24% for FOX) and +159% in the key demo (vs. +72% for CNN and +34% for FOX).
3Q16 marks MSNBC dayside’s biggest total viewer audience ever and best demo average since 4Q12.
More cable news viewers are choosing MSNBC: the 9am-5pm daypart pulled in its largest share of the total viewer audience since 4Q12 and largest share of the demo audience since 1Q13.
EARLY EVENING (M-F 5-8pm)
“MTP Daily with Chuck Todd” (5-6pm), which launched in September 2015, posted the 5pm time period’s best total viewer average since 4Q12 and best demo average since 1Q13.
“With All Due Respect” (6-7pm), which debuted on MSNBC in January 2016, delivered the 6pm time period’s highest total viewer average since 4Q12 and highest demo average since 1Q14.
“Hardball with Chris Matthews” (7-8pm), topped CNN among total viewers for the 13th straight quarter. 3Q16 marks “Hardball’s” best total viewer average since 4Q08 and best demo average since 4Q12.
WEEKDAY PRIME (M-F 8-11pm)
MSNBC beat CNN to rank #2 in weekday prime among total viewers for the second straight quarter.
MSNBC prime delivered its biggest total viewer audience since 4Q08 and best A25-54 demo delivery since 4Q12.
Compared to 3Q15, MSNBC prime is up +105% in total viewers (vs. +50% for CNN and +18% for FOX) and +150% in the demo (vs. +69% for CNN and +10% for FOX).
MSNBC prime averaged 1.536 million total viewers (ahead of CNN’s 1.414 million) and 367,000 viewers A25-54.
“All In with Chris Hayes” delivered its best averages in both total viewers and the demo since 4Q12.
Compared to 3Q15, “All In” is up +71% in total viewers (vs. +13% for FOX) and up +112% in the demo (vs. +102% for CNN and +10% for FOX).
“The Rachel Maddow Show” again ranked #2 in both total viewers and the demo, beating CNN’s regular programming for the 28th straight quarter in total viewers and third straight quarter in the demo.
“The Rachel Maddow Show” delivered its biggest total viewer audience since 4Q08 and biggest demo audience since 4Q12.
Compared to 3Q15, “The Rachel Maddow Show” is up +70% in total viewers (vs. 68% for CNN and +23% for FOX) and up +111% in the demo (vs. 81% for CNN and +24% for FOX).
“The Last Word with Lawrence O’Donnell” topped CNN’s regular programming in total viewers for the fifth straight quarter.
“The Last Word” delivered its best total viewer average ever and best demo average since 4Q12.
Compared to 3Q15, “The Last Word” is up +91% in total viewers (vs. +43% for FOX) and up +118% in the demo (vs. +99% for CNN and +39% for FOX).
AM JOY (Sa-Su 10am-12pm)
Saturday editions of “AM Joy” averaged 702,000 total viewers and 174,000 viewers A25-54, marking the time period’s best total viewer average since 1Q03 and best demo average since 4Q12.
Sunday editions averaged 569,000 total viewers and 146,000 viewers A25-54, also marking the time period’s best total viewer average since 1Q03 and best demo average since 4Q12.
SEPTEMBER 2016 HIGHLIGHTS
MSNBC weekday prime (M-F 8-11pm) ranked #2 ahead of CNN in total viewers for the second straight month.
Compared to September 2015, MSNBC prime is up +94% in total viewers (vs. CNN’s -40% drop and +24% for FOX) and up +121% in the demo (vs. CNN’s -35% drop and +27% for FOX).
“Morning Joe” (6-9am) ranked #2 in both total viewers and the demo, topping CNN across the board and marking the 18th straight monthly total viewer lead. Compared to September 2015, “Morning Joe” was up +69% in total viewers (vs. +28% for CNN and +30% for FOX) and +64% in the demo (vs. +42% for CNN and +20% for FOX).
MSNBC Dayside (9am-5pm) was up +76% in total viewers and +134% in the demo vs. September 2015, outpacing both CNN (+28% in total viewers and +42% in the demo) and FOX News (+16% in total viewers and +30% in the demo).
“Andrea Mitchell Reports” (12-1pm) was up +97% in total viewers and +207% in the demo vs. September 2015, outpacing both CNN (+30% in total viewers and +44% in the demo) and FOX News (+20% in total viewers and +30% in the demo).
“MTP Daily with Chuck Todd” (5-6pm) was up +85% in total viewers and +191% in the demo vs. September 2015, outpacing both CNN (+24% in total viewers and +42% the demo) and FOX News (+12% in total viewers and +20% in the demo).
“With All Due Respect” (6-7pm) was up +78% in total viewers and +147% in the demo vs. September 2015, outpacing CNN (+25% in total viewers and +36% in the demo) and FOX News (+16% in total viewers and +27% in the demo).
“Hardball with Chris Matthews” (7-8pm) beat CNN among total viewers for the second straight month and marked the fourth consecutive month averaging over one million viewers. “Hardball” was up +61% in total viewers and +99% in the demo vs. September 2015, outpacing CNN (+38% in total viewers and +42% in the demo) and FOX News (+12% in total viewers and +19% in the demo).
“All In With Chris Hayes” (8-9pm) beat CNN among total viewers and delivered the hour’s biggest total viewer and demo audiences since November 2012. September marked “All In’s” fourth consecutive month averaging over one million viewers. “All In” was up +73% in total viewers and +122% in the demo vs. September 2015, outpacing CNN (+34% in total viewers and +49% in the demo) and FOX News (+2% in total viewers and +1% in the demo).
“The Rachel Maddow Show” (9-10pm) beat CNN among both total viewers and the demo, marking the 40th straight total viewer win over CNN and fourth demo victory in the past five months. September also marked “Maddow’s” biggest total viewer and demo audiences since November 2008. “The Rachel Maddow Show” was up +80% in total viewers and +124% in the demo vs. September 2015, outpacing CNN (+74% in total viewers and +87% in the demo) and FOX News (+12% in total viewers and +7% in the demo).
“The Last Word with Lawrence O’Donnell” (10-11pm) beat CNN among total viewers for the 16th straight month. “The Last Word” was up +99% in total viewers and 122% in the demo vs. September 2015, outpacing CNN (+97% in total viewers and +101% in the demo) and FOX News (+42% in total viewers and +46% in the demo).
“The 11th Hour with Brian Williams” (11-11:30pm), which debuted on September 6, averaged 1.06 million viewers — not only beating CNN’s 11pm hour but also drawing more total viewers CNN’s weekday primetime for the month of September. “The 11th Hour” is posting gains of +141% in total viewers and +129% in the demo vs. MSNBC’s 11pm half hour in September 2015.