Week of October 28 Cable News Ratings: MSNBC Enjoys Week-to-Week Gains Ahead of the Election

The final week of the 2024 presidential election was all about 2024 presidential campaign. The three major cable news networks covered every move that Vice President Kamala Harris and President-elect Donald Trump made as they criss-crossed the various battleground states ahead of Election Night.

MSNBC was the week’s clear winner registering as the only network to see week-to-week gains during both dayparts in total viewers and the Adults 25-54 demo. Meanwhile, both Fox News and CNN lost viewers in primetime in both measured categories, but saw gains during total day.

NETWORKS:

Nielsen live plus same-day data for the week saw FNC average 2.746 million total viewers and 350,000 A25-54 viewers during primetime. The network was down in total viewers by -1% and -4% in the demo relative to the week prior (the week beginning October 21). 

Fox News averaged 1.703 million total viewers and 226,000 A25-54 viewers in total day viewing for gains of +2% and +7%, respectively.

Among all basic cable networks, FNC remained No. 1 in total primetime viewers and jumped one spot to second place in the primetime demo. Across total day, it continued to lead in total viewers and finished at No. 2 in the demo.

MSNBC’s primetime lineup averaged 1.418 million total viewers and 162,000 A25-54 viewers for gains of +9% and +5%, respectively.

During total day, MSNBC averaged 970,000 total viewers and 109,000 A25-54 viewers. It was up during total day by +8% in the former category and +11% in the latter compared to the week prior.

On the basic cable charts, MSNBC was stuck in third place in total primetime viewers and moved from seventh to fifth in the demo. During total day, it was the No. 2 network in total viewers and jumped two spots from No. 6 to No. 4 in the demo. 

In primetime, CNN averaged 797,000 total viewers and 181,000 A25-54 viewers for drops of -17% and -9%, respectively.

For total day, the network saw 552,000 total viewers and 110,000 viewers in the demo for week-to-week upticks of +2% in the former category and +3% in the latter. 

CNN slid from fourth to fifth place in total primetime viewers, but performed better in the demo with a fourth place finish. The network also remained fourth in total day total viewers and climbed up one spot to third place in total day demo. 

When looking at these networks’ performance during the same period a year ago (the week of Oct. 30):

• During primetime, Fox News was up by +48% in total viewers and +72% in the A25-54 demo. During total day, the network saw gains of +33% in total viewers and +53% in the demo.
• MSNBC was up +22% in total viewers and +47% in the demo. During total day, the network was up +18% in total viewers and +25% in the demo.
• In primetime, CNN rose by +44% in total viewers and +43% in the demo. During total day, CNN was up by +12% in total viewers and +11% in the demo.

PROGRAMMING:

Fox News held 12 of the 15 spots for most-watched cable news shows of the week, with The Five (3.812 million viewers at 5 p.m. ET) remaining No. 1. MSNBC occupied the remaining spots, with Deadline: White House with Nicole Wallace (1.848 million viewers at 5 p.m. ET) landing at No. 10.

Jesse Watters Primetime (434,000 viewers at 8 p.m. ET) remained the top show in the A25-54 demo, with FNC scoring 13 out of the 15 top shows overall. CNN’s Anderson Cooper 360 (215,000 viewers at 8 p.m. ET) occupied the No. 14 spot.

Week of October 28 cable news ratings, Monday-Sunday (Nielsen Live+SD data):

Week of 10-28-24 Cable Ranker by Adweek on Scribd