Compared to August 2012, MSNBC was down -28% in total viewers and -32% in the A25-54 demographic in total day and -36% and -32%, respectively, in primetime. MSNBC was the only cable channel to see viewership growth last August, thanks in part to live coverage from the Olympics.
“Morning Joe” was down -9% in total viewers and -17% in the A25-54 demographic compared to the same month last year, which actually was a better result than many of the programs that came later in the day.
In primetime, “The Rachel Maddow Show” posted all-time low ratings in total and demo viewers, down -43% and -47%, respectively. “The Last Word” posted a low in total viewers, losing -40% of its total viewer audience and -42% of its demo audience. at 8 PM, “All in” was down -48% and -42% in total and demo viewers, respectively, placing behind CNN for the hour.
In dayside, MSNBC was down double digits in pretty much every hour in total and demo viewers, including 6 PM’s “PoliticsNation,” which was down -31% and -37% in total and demo viewers, and 3 PM’s “The Cycle,” which was down -15% and -18% in total and demo viewers. One of the few programs to improve year to year was “The Ed Show” on Saturday and Sunday, which was up both days in total viewers, and in the demo on Saturday. This may help explain why the channel replaced the 5 PM edition of “Hardball” with the former weekend program.
Part of that loss has been viewers like myself. I've stopped watching Maddow. I gave All In a month or so, but have stopped watching that as well. Last Word really isn't much of an option for me, being that late at night (I'm up at 5 AM on weekdays.)
Much of this is the fact that I could basically turn on any other cable news channel and see the Village taking swipes at the Obama administration. Joy Ann Reid has been pretty good the few times I've seen her guest host. Ezra Klein remains abysmal in the same capacity, but for the most part there's nothing on MSNBC that differentiates itself from the other news guys, which I don't watch.
It's telling that the network's longest running show is Hardball, going on its 15th year soon. All the other shows have increasingly become more like Hardball, not less.
And I hate to say this, but losing Olbermann was the biggest blow to the network so far. Olbermann at least made for good broadcasting, and he was a pro. Hayes, Maddow, O'Donnell, not so much.