Live + Same Day Cable News Daily Ratings for August 18 2008
MSNBC announced it will be replacing Dan Abrams with Rachel Maddow. Will it have any impact on the 9pm hours ratings? The gap is sooo wide, I’m thinking “not much.” We’ll see, and that’s not snark and it’s completely without bias based on content. I watch none of these shows. But after looking at these numbers every day for going on a month now, MSNBC hasn’t been very competitive and I’m not sure if that really has anything much to do with who’s hosting.
P2+ Total Day
FNC – 1,090,000 viewers
CNN – 577,000 viewers
MSNBC – 623,000 viewers
CNBC – 271,000 viewers
HLN – 266,000 viewers
P2+ Prime Time
FNC – 2,134,000 viewers
CNN – 1,006,000 viewers
MSNBC- 760,000 viewers
CNBC – 133,000 viewers
HLN – 637,000 viewers
25-54 Total Day
FNC – 256,000 viewers
CNN –191,000 viewers
MSNBC – 248,000 viewers
CNBC – 103,000 viewers
HLN- 110,000 viewers
25-54 Prime Time
FNC – 510,000 viewers
CNN – 308,000 viewers
MSNBC – 280,000 viewers
CNBC – 73,000 viewers
HLN – 208,000 viewers
35-64 Total Day
FNC – 474,000 viewers
CNN – 265,000 viewers
MSNBC – 299,000 viewers
CNBC – 139,000 viewers
HLN – 141,000 viewers
35-64 Prime Time
FNC – 860,000 viewers
CNN – 477,000 viewers
MSNBC – 386,000 viewers
CNBC – 86,000 viewers
HLN – 316,000 viewers
Morning programs (6:00AM-9:00AM) P2+ (25-54) (35-64)
FOX & Friends – 853,000 viewers (219,000) (527,000)
American Morning- 463,000 viewers (156,000) (236,000)
Morning Joe- 334,000 viewers (157,000) (167,000)
Squawk Box- 196,000 viewers (53,000) (107,000)
Morning Express w/ Meade- 210,000 viewers (94,000) (116,000)
6PM – P2+ (25-54) (35-64)
Special Report with Brit Hume – 1,585,000 viewers (353,000) (716,000)
Situation Room- 775,000 viewers (265,000) (391,000)
MSNBC Olympics Update- 956,000 viewers (391,000) (471,000)
**S OLY 1**(5PM-8PM)– 501,000 viewers (183,000) (267,000)
Prime News- 228,000 viewers (93,000) (132,000)
7PM – P2+ (25-54) (35-64)
Fox Report w/ Shepard Smith – 1,700,000 viewers (381,000) (763,000)
Lou Dobbs – 895,000 viewers (272,000) (447,000)
Hardball w. Chris Matthews – 910,000 viewers (305,000) (410,000)
Glenn Beck – 348,000 viewers (137,000) (210,000)
8PM – P2+ (25-54) (35-64)
Character & Conduct: Obama- 2,343,000 viewers (493,000) (899,000)
CNN Election Center– 687,000 viewers (240,000) (354,000)
Countdown w. Olbermann – 1,124,000 viewers (375,000) (537,000)
On the Money -210,000 viewers (109,000) (139,000)
Nancy Grace –879,000 viewers (272,000) (479,000)
9 PM – P2+ (25-54) (35-64)
Hannity & Colmes – 2,546,000 viewers (622,000) (997,000)
Larry King Live – 1,341,000 viewers (388,000) (636,000)
Verdict w/ Dan Abrams– 606,000 viewers (233,000) (315,000)
Fast Money-a scratch w/ 116,000 viewers (58,000) (77,000)
Glenn Beck- 504,000 viewers (109,000) (229,000)
10 PM P2+ (25-54) (35-64)
On the Record – 1,514,000 viewers (414,000) (684,000)
Anderson Cooper- 990,000 viewers (297,000) (441,000)
Countdown w/ Keith Olbermann– 551,000 viewers (233,000) (305,000)
Big Idea w/ Deutsch –a scratch w/ 72,000 viewers (53,000) (a scratch w/ 43,000)
Nancy Grace – 558,000 viewers (258,000) (259,000)
11 PM P2+ (25-54) (35-64)
Character & Conduct: Obama – 1,005,000 viewers (287,000) (473,000)
Anderson Cooper – 469,000 viewers (174,000) (284,000)
MSNBC Investigates–286,000 viewers (175,000) (168,000)
Mad Money–a scratch w/ 110,000 viewers (55,000) (a scratch w/39,000)
Showbiz Tonight– 359,000 viewers (220,000) (219,000)
P2+ = viewers over the age of 2
(25-54) = Adults 25-54 viewing
(35-64) = Adults 35-64 viewing
Prime Time = 8-11pm
LIVE+SD: The number that watched a program either while it was broadcast OR watched via DVR on the same day [through 3AM the next day] the program was broadcast.
For more information see Numbers 101.
Scratch = when a show’s audience fails to meet minimum Nielsen reporting levels. For more information go here.
Nielsen TV Ratings Data: ©2008 The Nielsen Company. All Rights Reserved.
I'm not sure, but I think MSNBC will find some success with Rachel in the 9pm slot vs. Abrams. KO's and RM's viewership is pretty much the same (generally left-leaning), and KO's viewers seem to love Rachel (when she subs for KO, the ratings hold up remarkably well). Abrams fumbled a LOT of Olbermann's generous lead-in — don't see that happening with Rachel's new show. That, coupled with the increased interest in cable news with the upcoming election should bode very well for MSNBC. Wouldn't be surprised to see them #2 starting mid-September.
The_Anonymous: I only have a couple of data points, but my general assumption is this: left-leaning doesn't equal TV audience. This isn't to say there aren't as many left-leaning people as right-leaning people, but the data seems to indicate they're not nearly as interested in *watching* discussions about it on television or listening to it on radio as their right-leaning cousins.
If that assumption is correct, it doesn't really matter what you do from a programming point of view.
the election coverage will push up everyone, and MSNBC too, but if Saddleback is any indication, it will push up FNC and CNN more, so things would still basically be in the same general pecking order.
I agree with different points of the above posts.
First, Anonymous. Rachel after Keith should hold more viewers than Dan currently does, she has had massive exposure on countdown and unless she screws it up big time, my guess is she holds at least 75% of the viewers. Still an improvement over Abrams, who got about 50%. BUT I only think this will happen IF (and this is a big IF) Olbermann finds better #1 stories. Unless he is doing a special comment, I normally turn it off after 'worsts'.
Seidman – Yes, left-leaning pundits do not draw as large an audience as right-leaning pundits, but it still draws viewers. Olbermann can normally draw about a million a night. I think anything that matches Olbermann's style better than Abrams in the 9 slot would help. Look at what happens to FNC when their lawyer show comes on at 10.
As for the 'election coverage' pushes everyone up. That's true. Its happened before. Its also true that right-wing pundit's ratings rise and fall based on the occupant of the White House. When 'their guy' is in power, viewers and listeners go up. Air America didn't exist 8 years ago, neither did MSNBC's current prime-time lineup. Who's to say that left-leaning views don't respond the same way?
Keith Olbermann is the only thing worth watching on MSNBC. Now I won't have to change the channel after he's done. Maddow will definitely fuel higher ratings; everyone loves her, and no one cares about Abrams.
I do not believe she will be able to maintain the viewers. When she sits in for KO, her viewer ship usually slides downhill as the week goes by doesn't it?
Kieth Oberman the only thing worth watching on MSNBC??
Understand now why
1. Why they have such low rating and
2. Why I don't turn to MSNBC
I guess its good for people who want one point of view, that all Oberman has…
MSNBC has the 23% on the far left (extremists). They need to reach out to the moderates rather than trying to solidify the small audience they have now.
Moderate: Agree…If your looking for debate MSNBC especially Obermann is not the place to go…
there is no debate on Olbermann, just bashing conservative views, and having everyone on who agrees with him– bottom line they won't ever get higher ratings then FNC, even by adding Maddow who is just another Olbermann who won't even acknowledge a viewpoint besides liberal. Get some real debates instead of thrills up your leg and you will get real ratings and a real news show. period.
Keith Olberman and MSNBC is no different from Fox. Fox is the most biased news show that I have ever seen and I will not watch it any more. One thing Fox is not – Fair or Balanced.
I stop watching Olberman because the guy seems so desperate and spends too much time cutting down others…he is a looney tune….Maddow will only draw a small amount of viewers,…people will get tired of the same old rants from both of them…MSNBC may not last very long.
Keith is alot of fun to watch. I enjoyed Maddow as Keith’s guest but not so sure if I will watch her show as regularly as I watch Keith. I agree that MSNBC tends to lean to the left, but, they are honest in their reporting. Fox, however, blantantly lies. I was shocked when Hannity stated on his show that he is a McCain surrogate. With that announcement how can he still claim fair and objective reporting?
FOX SHOWS HAVE BOTH SIDES REPRESENTED. HANNITY IS VERY RIGHT WING, WHICH IS WHY HE HAS A PARTNER THAT REPRESENTS THE OTHER SIDE, UNLIKE COUNTDOWN AND THOSE SHOWS THAT ONLY HAVE ONE VIEW. THAT IS WHY FOX IS FAIR AND BALANCED AND HAS THE RATINGS TO PROVE IT.