“Rita Gets It,” But Not As Many Viewers

In between the “Rita Gets It” promos, MSNBC is calling Live & Direct the “big new cable hit.” But on her second MSNBC night, Rita Cosby lost 38% of her premiere audience — and more than half of her younger viewers.

Rita recorded 665,000 total viewers on Monday, but it dropped to 414,000 on Tuesday. She had 245,000 viewers in the 25-54 demo on Monday, but it declined to 126,000 on Tuesday, a drop of 49 percent. Her 18-49 viewership dropped by 52% and her 18-34 #’s dropped by 71%.

She was still the #1 show on MSNBC’s primetime, and has helped boost the network’s primetime average. But look at her competition; It’s obvious she has a long way to go…

> Update: 5:40pm: “Scarborough (201k) and Abrams (130k) had a bigger 25-54 audience than Cosby (126k) Tuesday night,” a tipster notes.