In the third quarter, the news-consuming public was riveted by wars in Ukraine, Israel, Iraq, and Syria. Viewers could not get enough of Ferguson, Missouri and an immigration crisis. They watched and mourned Robin Williams and Joan Rivers. But most didn’t watch these stories on MSNBC. With such a target-rich environment, you’d think the struggling network could have picked up some viewers. Alas, it was not to be:
Among total day and primetime viewers, MSNBC had its lowest rated quarter since Q4 2007 in total viewers and the lowest since Q2 2006 in the A25-54 demo. MSNBC is down -12% in viewers and down -25% in the demo for total day viewing. In primetime, the network shed -3% of total viewers while down -21% in the demo.
MSNBC’s three primetime shows, “All in with Chris Hayes,” “The Rachel Maddow Show,” and “Last Word with Lawrence O’Donnell,” each had their lowest rated quarters ever in the demo.
According to the Hollywood Reporter, reruns of the reality program Shark Tank on CNBC during primetime outperformed every MSNBC primetime show for the quarter. That represents not just a lack of viewers, but a lack of imagination.
Meanwhile, over at Fox News Channel, Megyn Kelly continues her steady ratings rise as she approaches the anniversary of her start at the 9 p.m. hour. The rest of the Fox News lineup, where Bill O’Reilly is still king, is doing just as well:
The average 1.79 million viewers between 8 p.m. and 11 p.m., Monday through Friday, gave FNC its first quarter atop the dial since the Iraq War broke out in 2003. Expanding that block by an hour, which includes Greta Van Susteren at 7 p.m., FNC was the most watched in primetime for the first time ever. And in the targeted demographic of adults 25-54, FNC was up 12 percent from the same period a year ago, with an average 313,000 viewers.
Less than a year ago, the goofballs over at Media Matters declared victory in their war against Fox News. It does not seem to have taken hold.