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Rachel Maddow’s Impact on MSNBC Ratings During Trump’s First 100 Days
Since Rachel Maddow resumed her nightly broadcast on MSNBC for the first 100 days of Donald Trump’s presidency, her show has become a significant player in cable news ratings. The viewership statistics indicate her strong influence, not only drawing in audiences for her own program but also lifting the ratings of the shows that bookend her time slot on the network.
As Maddow’s extended stint nears its conclusion on April 30, speculation is mounting about her future schedule. Will she revert to her previous one-night-a-week slot on Mondays, or will the network’s executives persuade her to maintain a five-night schedule?
MSNBC faced a notable drop in viewership following Trump’s election victory in November. Data from Nielsen revealed that between Election Day and the end of December, the network’s primetime average plummeted to around 660,000 total viewers and a mere 55,000 in the crucial 25-54 demographic. This figure stands in stark contrast to December’s averages, which boasted 1.3 million total viewers and 114,000 in the targeted demo.
However, since Maddow’s return to a nightly format, the network has experienced a resurgence in its ratings. Her willingness to cover Trump’s first 100 days has attracted substantial viewership. In January, The Rachel Maddow Show captured an average of 1.711 million total viewers and approximately 137,000 in the 25-54 demographic. The numbers escalated in February, reaching an impressive average of 1.945 million total viewers and 181,000 in the key demographic.
The momentum carried into the first week of March, where the show maintained a strong audience with an average of 1.917 million total viewers and 167,000 in the demo. Notably, according to a report by Adweek, Maddow’s program was one of the few outside Fox News to feature in the top 15 rankings for both total viewers and the important 25-54 demographic.
Maddow’s success has positively impacted adjacent programming as well. Shows like All In with Chris Hayes and The Last Word with Lawrence O’Donnell have consistently surpassed one million viewers since her return. O’Donnell himself noted that he needed a break from covering the relentless stream of Trump news, sharing with Maddow that he felt “exhausted.”
Given Maddow’s ratings triumph, MSNBC faces a dilemma regarding her future schedule. The network has already seen shifts in its programming lineup, including the cancellation of Alex Wagner Tonight, which aired between November and January, averaging 679,458 total viewers and 66,208 in the demo—significantly lower than Maddow’s figures. Although Wagner will continue as a contributor, former White House Press Secretary Jen Psaki is set to fill the 9 PM slot during the week. It remains to be seen if Psaki can sustain the viewership that Maddow generated during her time in the spotlight.
Source
www.tvinsider.com