As much is being written and said about what changes may or may come to MSNBC’s programming, we have a our first evidence that recent changes are bearing fruit. In the two-and-a-half weeks since Thomas Roberts began anchoring the 1-3pmET hours, MSNBC has seen its viewership grow double digits compared to the programs which previously aired at that time.
A month ago today, MSNBC canceled the low-rated Ronan Farrow and Joy Reid shows airing at 1pm and 2pm, respectively. According to Nielsen, Roberts at 1pmET has increased the hour by +20% in viewers and +37% in the A25-54 demo vs. the final two weeks of Farrow’s show. At 2pmET, Roberts has increased viewership +2% and has grown the demo by +14% compared to the final two weeks of Reid’s show.
Still, Roberts has a ways to go to catch up to CNN and Fox News. CNN generally doubles MSNBC in the hours, while Fox News generally beats MSNBC and CNN combined.