MSNBC’s Ratings Dip: Can the Network Find Its Footing in a Changing Media Landscape?
January 2023 brought a stark reality check for MSNBC: its primetime viewership among the coveted 25-54 demographic plummeted to its lowest point ever. This concerning trend emerged despite a month brimming with captivating news stories, from the tragic truck incident in New Orleans to the viral explosion of a Tesla Cybertruck near Trump International Hotel Las Vegas. The political landscape was equally volatile, with President Biden’s pardons, President Trump’s inauguration, and the fragile ceasefire between Hamas and Israel dominating global headlines.
Yet, amidst this whirlwind of newsworthy events, MSNBC struggled to capture the attention of its target audience. This begs the question: how can MSNBC regain its footing in a rapidly changing media habitat and effectively connect with younger viewers?
The answer, experts say, lies in a deeper understanding of evolving media consumption habits and a strategic adaptation of programming to better resonate with the interests of the 25-54 demographic.
This age group represents a significant spending power for advertisers, making them highly attractive targets. "Advertisers seek the 25-54 demo because media consumers in that age range generally have money to spend and are not necessarily locked into brand loyalties," explains Jeffrey McCall, a professor at DePauw University. "Younger demos have less discretionary money to spend, and older demos are more established in their consumerism habits."
MSNBC’s struggles were further compounded by the fact that numerous other networks managed to secure larger audiences within the same demographic during January. The network’s recent changes to its primetime schedule, including the addition of "Inside with Jen Psaki" and the return of Rachel Maddow for a limited run, haven’t yet yielded the desired results. Even President Biden’s final administration interview with Lawrence O’Donnell drew a meager 97,000 viewers in the coveted 25-54 age group, overshadowed by reruns of popular sitcoms and an episode of "South Park."
"Adults 25-54 is the prized demographic among advertisers, so strong showings there are key for a cable network’s ad revenue," says Ethan Alter, a cable news ratings expert for Adweek’s TVNewser. He attributes MSNBC’s struggles in this demographic to a combination of "post-election fatigue" and typical holiday season viewing patterns.
The network’s challenges extend beyond primetime, with MSNBC trailing 26 other cable networks in viewership among adults throughout the day. Maddow’s show, once a ratings juggernaut, now finds itself losing out to 14 different Fox News programs in this crucial demographic.
These results paint a clear picture: the media landscape is constantly evolving, and competition within cable news is fierce. MSNBC needs to adapt its programming and strategies to win back lost viewers and secure its spot in this dynamic market.
Adding to the pressure, MSNBC is facing organizational turmoil, with leadership changes and the looming spin-off of NBCUniversal cable assets, including MSNBC, into an autonomous entity. This separation from NBCUniversal, while offering an opportunity for MSNBC to forge its own path, also presents new challenges.
"Ensuring the demo numbers remain trending upward will likely be a priority as MSNBC approaches its SpinCo spin-off later this year," says analyst Alan Alter.
The network’s struggle to connect with younger audiences raises crucial questions about its future programming strategy. To delve deeper into these issues, we spoke with Alan Alter, a media analyst specializing in cable news ratings.
"They need to find programming that resonates with a younger audience," Alter suggests. "Perhaps a blend of political commentary with other genres like pop culture or lifestyle could be a good starting point."
Beyond content, MSNBC also needs to strengthen its digital presence. "They also need to strengthen their digital presence and create more interactive content to engage with viewers beyond customary TV," Alter emphasizes.
Despite the challenges, Alter remains optimistic about MSNBC’s future. "MSNBC is a valuable asset, with a loyal audience and strong on-air talent. But they need to evolve and adapt to the changing media landscape. This isn’t just about ratings; it’s about staying relevant in a rapidly consolidating media market.”
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