×
You will be redirected back to your article in seconds

MSNBC Wins Advertiser Demo in Weekday Prime in May

A surge of viewers interested in the latest controversies surrounding President Donald Trump helped the MSNBC win the most audience in the advertiser-coveted 25-to-54 demographic for May – the first time since September 2000 that the NBCUniversal cable-news outlet has beaten both Fox News Channel and CNN in that category.

MSNBC said it averaged  532,000 viewers between 8 p.m. and 11 p.m. for the month, compared with 524,000 for Fox News, and 455,000 for CNN.  Advertisers in news programming pay based on the number of people between 25 and 54 who watch the networks’ offerings.

The results show how the current political climate is only stirring cable-news viewers further. As has been the norm, executives at all three of the main cable-news networks expected post-election audiences to wane.  MSNBC executives attribute the audience spike to both rabid interest in the White House and a months-long effort to drill deeper on breaking news.

“The Rachel Maddow Show,” the linchpin of the cable network’s primetime lineup, was the most watched program on cable news in the advertiser demo. It was also was the most-watched cable-news program at 9 p.m.  – the first time MSNBC has accomplished that feat in its 20 year history. MSNBC said “Maddow” averaged 2.6 million total viewers and 638,000  viewers between 25 and 54.

The trend is also boosting MSNBC’s late-night schedule. “The 11th Hour with Brian Williams,” which airs at 11 p.m., finished May as the most-watched cable-news program at 11 p.m. in both total viewers and viewers between 25 and 54 – the first time MSNBC beat CNN and Fox News in total viewers during the time period since August 2001. “The 11th Hour” averaged 1.6 million total viewers and 523,000 viewers between 25 and 54.

MSNBC said “The Last Word with Lawrence O’Donnell” tied “Hannity” on Fox News for first place among viewers between 25 and 54.

More TV

  • Mark-Paul GosselaarFOX 'The Passage' TV show

    'Mixed-ish' at ABC Adds Mark-Paul Gosselaar in Recasting

    Mark-Paul Gosselaar has boarded the upcoming ABC comedy “Mixed-ish.” “Mixed-ish,” a spinoff of “Black-ish,” focuses on the experience of Tracee Ellis Ross’s character, Rainbow Johnson, growing up in a mixed-race family in the ‘80s. Gosselaar will play the role of Bow’s father, taking over from Anders Holm, who played the role in the original pilot. [...]

  • Greg Berlanti

    Greg Berlanti on Why Movies Are Lagging Behind TV in LGBTQ Representation

    Greg Berlanti is television’s most prolific producer. With a record-breaking 18 series from his production company greenlit for the 2019-2020 season, the openly gay Berlanti is using his power to ensure the LGBTQ community is reflected on the small screen — both in front of and behind the camera. From casting the first transgender superhero [...]

  • Legion

    How Production Designer Marco Niro Created a Visual Climax for FX's ‘Legion’

    FX’s “Legion” has always drawn inspiration not only from the Marvel “X-Men” comics on which it is based, but also from the weirder corners of pop culture. When creator Noah Hawley cast “Downton Abbey” star Dan Stevens as the lead — David Haller, a mutant whose telepathic powers have been misdiagnosed as mental illness — [...]

  • DEAR WHITE PEOPLE

    TV News Roundup: Netflix Sets 'Dear White People' Season 3 Premiere Date

    In today’s TV roundup, “Dear White People” sets an August 2 premiere and Showtime acquires the six-episode comedy series “Back to Life.” DATES “Dear White People” will return for its third season on August 2. The news was announced in a comedic sketch posted to Netflix‘s Youtube channel, in which the series’ cast members debate [...]

  • Adam Lambert Queen

    Adam Lambert on What's Changed for Gay Artists Since His 'American Idol' Run

    Ten years ago, Adam Lambert burst onto the music scene in a blaze of guy-liner, hairspray and sexual ambiguity as America’s most unlikely “Idol.” But while he had the rock star look down and a soaring voice that seduced the hard-to-impress Simon Cowell, Lambert lost. Or did he? While many blamed homophobia for his runner-up [...]

  • Loudest Voice Roger Ailes Miniseries

    Will Showtime's Roger Ailes Miniseries 'The Loudest Voice' Spark More Tell-Alls?

    Roger Ailes in 1996 supervised the launch of a multibillion-dollar business few people thought would ever get off the ground. In 2019 he may have a posthumous hand in instigating something equally complex: a ripped-from-the-headlines drama about the media industry, complete with portrayals of people who still help make it run. If that foray is successful, plenty of [...]

More From Our Brands

Access exclusive content