MSNBC, already grappling with declining viewership since the recent presidential election, faced a new setback over the weekend as it fell behind rising competitor NewsNation in the crucial 25-54 age demographic.
Nielsen data revealed that MSNBC averaged a mere 17,000 viewers in the key demo on Saturday afternoon, while NewsNation attracted 23,000 viewers during the same period. This marks a significant victory for NewsNation, a relatively new cable news channel that positions itself as a centrist alternative to established networks.
NewsNation even surpassed MSNBC by triple digits in certain time slots. For example, “NewsNation Live Weekend” at noon drew 34,000 viewers in the 25-54 demographic, significantly outperforming “The Katie Phang Show” on MSNBC, which garnered only 13,000 viewers according to a report from the Independent.
While NewsNation celebrated its demographic win, MSNBC maintained its lead in total viewership, averaging 262,000 viewers compared to NewsNation’s 58,000. What is scary for MSNBC is 25-54-year-olds are the most important demographic for advertisers as they are seen as the ones with the most disposable income. They are also seen as those mostly likely to help establish long-term viewership of the network.
MSNBC’s ratings decline follows a broader trend of declining viewership for liberal-leaning cable news networks since the election. Industry analysts attribute this to viewer disillusionment with the election outcome. In contrast, Fox News has experienced a ratings surge.
MSNBC executives remain optimistic, anticipating a viewership rebound as the initial impact of the election fades and opposition to the new administration’s policies grows. They point to a similar pattern in 2016 when MSNBC experienced a “resistance” surge after an initial post-election slump.
Despite the recent setbacks, MSNBC has shown year-over-year growth compared to 2023, solidifying its position as the second-most-watched cable news network behind Fox News.
Meanwhile, NewsNation, despite its smaller overall audience, continues to demonstrate significant growth, with double-digit increases in viewership for two consecutive quarters.
This ratings battle underscores the evolving dynamics of the cable news landscape, with viewers increasingly seeking alternatives to traditional networks and new players like NewsNation vying for a larger share of the audience.
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