MSNBC DRAWS LARGEST MONTHLY AUDIENCE IN MORE THAN THREE YEARS
Double-Digit Audience Gains in August Across Key Demographics
MSNBC Digital Reaches Its Largest Audience Ever, #1 Most-Watched News Network On YouTube And TikTok
MSNBC Draws Its Largest DNC Audience Ever, Most Watched Convention In Network History
(New York – August 27, 2024) – During a politically pivotal month, MSNBC attracted its largest monthly audience in more than three years. In August, MSNBC averaged 1 million total viewers and 121,000 A25-54 viewers across the full day, up double digits from July (+42%) and +8% from August 2023.
MSNBC was the most-watched cable network in total day and primetime in August among Black viewers, Hispanic viewers, and Asian and Pacific Islander (AAPI) viewers. MSNBC has the most loyal and engaged weekday audience in all of television. In a typical week in August, the average MSNBC viewer watched the network for 8.7 hours from Monday to Friday, topping both FOX News and CNN in engagement.
In August, MSNBC had its largest monthly viewership advantage over CNN since November 2019. MSNBC drew 400,000 more viewers than CNN in the average minute (1.02 million vs. 615K). In August, MSNBC recorded its 29th straight monthly win over CNN.
MSNBC #1 Network in Primetime in Final Week of the Month; Largest DNC Audience Ever
Across the full week of the 2024 Democratic National Convention in Chicago (August 19-22), MSNBC was the most-watched network in primetime across all of television (M-F 8pm-11pm ET). MSNBC also ranked #1 in the A25-54 demo during DNC week for the first time in the network’s history. Across the last two Democratic National Conventions, CNN has ceded more than half a million A25-54 viewers to MSNBC. Looking at local television markets, MSNBC ranked #1 in each of the top 10 markets. MSNBC was #1 in the primary television market of every key battleground state. Nationally, the 2024 DNC was MSNBC’s most-watched convention ever. MSNBC is the only cable news network to post viewership growth compared to Democratic conventions in 2020 and 2016.
On the final night of the convention, MSNBC drew its largest DNC primetime audience in network history (8pm-11pm: 6 million). No cable news network has ever attracted more viewers on a DNC night. As Vice President Kamala Harris gave her nominee acceptance speech (10:30-11:15pm), MSNBC averaged 7.2 million viewers, its largest audience since January 2021, and more viewers than CNN (4 million) and Fox News (2.3 million) combined.
On YouTube, MSNBC was the #1 media news brand during DNC coverage, based on concurrent viewers. MSNBC Digital had its second largest weekly audience since January 2021.
MSNBC Posts Double-Digit and Triple-Digit Audience Gains Across Key Demographics
Since the July shakeup at the top of the Democratic ticket, MSNBC viewership has surged. During MSNBC’s top-rated DNC coverage last week, MSNBC had an influx of viewers who were disproportionately younger, female skewing, and diverse. In addition to winning the week among younger viewers (Adults 25-54), MSNBC ranked #1 across all of television among women, men, Black viewers, and Hispanic viewers. Compared to recent norms, MSNBC drew five times as many Adults 25-54 and three times as many women as usual. Additionally, MSNBC drew three times as many Black viewers, three times as many Hispanic viewers, and three times as many Asian viewers.
“Morning Joe” Tops FOX News and CNN from 6-9am, Draws Largest Audience in 3.5 years, Continues to Own the 6am Hour and Dominate CNN Morning Programming
“Morning Joe” beat “FOX & Friends” in total viewership in August, ranking #1 across all of cable from 6-9am. In the past month, “Morning Joe” proved once again that it is an indispensable show for its audience after 17 years on the air. August was the show’s most-watched month since March 2021, and the show continued its reign as the premier destination for discussion and analysis on the morning after major breaking news and political events. Compared to recent norms, “Morning Joe” drew 27% more total viewers and 38% more A25-54 for morning-after-DNC coverage (Tues-Fri).
Year to date, MSNBC is the most-watched cable network on weekdays in the 6am hour. In August, “Morning Joe” topped CNN for the 114th consecutive month among total viewers and for the 28th straight month among A25-54. As in prior months, “Morning Joe” was the most-watched cable morning show in the Washington, D.C. television market. “Morning Joe” has ranked #1 in Washington for 28 consecutive months and #1 in New York for 27 consecutive months.
MSNBC Prime Tops CNN in Total Viewers for 43rd Consecutive Month and in A25-54 for 5th Time in Seven months
In August, MSNBC beat CNN in primetime (M-Su 8pm-11pm) for the 43rd straight month (1.8 million vs. 1.1 million). For the 5th time in 7 months, MSNBC topped CNN among A25-54 (246K vs. 240K). Among both demos, MSNBC drew its largest primetime audience since February 2021. All weekday MSNBC programs from 4pm-12am topped CNN in their respective time slots among both demos.
“The Rachel Maddow Show” (Mondays at 9pm) is the #1 news program in its time slot in 2024 to date. Through August, “Maddow” (2.607 million viewers) is outpacing FOX News’ “Hannity” on Monday nights (2.577 million) and drawing four times as many total viewers as CNN’s “The Source with Kaitlan Collins” (619K). So far this year, “Maddow” is the most DVR’d program in all of cable news, with more time-shifted viewers (811K within seven days of air date) than any other cable news program.
“MSNBC Reports” Beats CNN in Dayside For 23rd Straight Month
In dayside (M-F 10am-4pm), MSNBC beat CNN among total viewers for the 23rd straight month. In August, “MSNBC Reports” had double-digit viewership growth among total viewers and A25-54 compared to July.
MSNBC’s Largest Weekend Audience Across Both Demos in More Than Three Years
In August, MSNBC’s weekend programming (Sa-Su 8am-9pm) drew its largest monthly audience in more than three years among total viewers and topped CNN for the ninth straight month. Year over year, MSNBC weekend viewership increased by +16%. Additionally, MSNBC had its largest monthly weekend viewership advantage over CNN in network history, averaging 35% more viewers than CNN (723K vs. 535K).
On Sundays, “Inside with Jen Psaki” delivered its highest-rated month to date among total viewers (1.0 million) and second highest-rated month among A25-54 (100K). Among both demos, “Inside with Jen Psaki” topped CNN and had double-digit year-over-year viewership growth.
#1 Cable Network in Top Influential Markets Across the U.S. Including New York, Los Angeles, Chicago, Philadelphia, Houston, Washington, D.C., and San Francisco
In August, MSNBC was the most-watched cable network in 7 of the top 10 television markets. MSNBC is the #1 cable network in New York, Los Angeles, Chicago, Philadelphia, Washington, D.C., Houston and San Francisco. In a pivotal month in the presidential election, MSNBC beat out both FOX News and CNN in the Beltway as the most-watched cable network in total day, morning, dayside, and prime time. MSNBC topped CNN in each of the top 25 television markets for the 11th straight month.
MSNBC Digital Reaches Its Largest Audience Ever in July 2024; #1 Most-Watched News Network on YouTube and TikTok
MSNBC Digital had its best month on record in July, surpassing its previous record in January 2021 by double-digits. The brand saw 37 million unique visitors, growing +39% versus the prior month and +90% versus the prior year. MSNBC also ranked as a top five political news destination, based on monthly unique visitors, in addition to continuing to rank first based on total minutes spent.
In August, MSNBC is pacing to have its second straight record month for social video views. On YouTube, MSNBC is expected to see more than 400 million video views for the first time ever, pacing up more than +80% month-over-month and +65% year-over-year. On TikTok, MSNBC is on track to reach more than 300 million video views, also its first time surpassing this benchmark and more than 10 times larger than video views in the same month last year. MSNBC is pacing to be the most-watched news network on both YouTube and TikTok, ahead of CNN, Fox News, ABC News and CBS News among others.
Over the last two months, MSNBC Digital has reached its largest audience since January 2021. August is expected to be the second straight month with year-over-year growth greater than +50%. Page views in July and August 2024 were also at their highest levels in more than three and a half year, thanks in part to continuing strength on the MSNBC mobile app, which has seen two straight record months.
During the week of the DNC, MSNBC Digital reached its second largest weekly audience in more than three and a half years, growing nearly +50% versus the prior 13-week average. Weekly page views and video starts also reached their second highest levels across MSNBC.com and the MSNBC mobile app since January 2021.
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Source: Comscore Media Metrix® , April 2024 – July 2024, Desktop & Mobile excluding Social Incremental, Monthly Unique Visitors & Total Minutes, Political News Category, U.S. ListenFirst, YouTube, TikTok and Instagram Video Views, August 1 – 24, 2024. Adobe Analytics, Unique Visitors and Page Views, August 1 – 25, 2024.
TV Source: Nielsen, Live+SD, Persons 2+ and Adults 25-54. Total Day = M-Su 6am-6am. August 2024: 7/26/24-8/25/24. Viewership lifts during the DNC based on Monday-Thursday vs. 2Q24 average. Weekday time spent viewing based on 6-minute reach qualifier, M-F 6am-6am. Race and Ethnicity rankings and claims based on time period data. TRMS claims, 2024 to date, Most Current. Time-shifted viewers (i.e., non-Live): watching DVR up to 7 days after original air date, among regularly-scheduled cable news programs 2024 to date. Local market data based on: Nielsen NSI, P2+, Monday – Friday total day, national cable networks, 2024 to date.
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