FOLLOWING PRESIDENT TRUMP’S INAUGURATION, MSNBC SEES 61% INCREASE IN PRIMETIME VIEWERSHIP
More Viewers Turned to MSNBC Over CNN In the Early Days of the Trump Administration, Including Confirmation Hearings and on Inauguration Night for First Time
Double-Digit Month-Over-Month Gains in Primetime and Total Day Viewership
MSNBC Digital is the #1 Political News Destination
(New York – Jan. 28, 2025) — As President Trump was sworn in for the second time and a new administration entered the White House, MSNBC saw a 61% increase in primetime viewership, according to Nielsen ratings data. (Week of Jan. 20 to Jan. 24, 2025: 1.3 million vs. weekday average of the previous three weeks, Dec. 30, 2024 to Jan. 17, 2024: 799,000)
During the first week of the new Trump administration, MSNBC drew its largest total day and primetime audience since the week of the presidential election among total viewers (Total Day: 591,000 total viewers; Weekday Primetime: 1.3 million total viewers).
MSNBC Up 39% in Primetime Month Over Month; Up 26% in Total Day
With the closely watched transition between the Biden and Trump administrations, consequential confirmation hearings, the inauguration, and a wave of executive orders in the first week of the new administration, MSNBC’s viewership has grown across all major dayparts in January. The network saw a 39% increase in primetime viewership in January compared to December and a 26% increase across total day (Weekday Primetime: 920,000 vs. 660,000; Total Day: 506,000 vs. 402,000).
MSNBC Dayside Tops CNN During Confirmation Hearings; Plus, on Inauguration Night For The First Time Ever in Primetime
MSNBC topped CNN during dayside coverage of the Cabinet Confirmation Hearings. Across the televised hearings, MSNBC averaged 620,000 total viewers, a 50% increase from recent norms, compared to CNN’s 556,000. MSNBC Dayside also grew its audience by double digits among both demos from December.
During the inauguration of President Trump, more viewers turned to MSNBC over CNN in primetime for the first time in the network’s history (Total viewers, 8 to 11 p.m.). MSNBC also topped CNN on the morning of the inauguration for the first time since 2005.
MSNBC Primetime Sees Four Consecutive Weeks of Viewership Growth; Draws Nearly Twice as Many Republican and Independent Viewers as CNN
In addition to double-digit week-over-week and month-over-month growth in weekday primetime (Monday through Friday, 8 to 11 p.m.), MSNBC topped CNN in prime for the 98th straight month (920,000 vs. 603,000) and saw four consecutive weeks of viewership growth.
From 4 p.m. to midnight, during MSNBC’s Perspective & Analysis programming, all weekday MSNBC programs grew their audiences by double-digit percentages versus the prior month and topped their respective CNN time slot competitors. Additionally, MSNBC’s primetime lineup drew nearly twice as many Independents and Republicans as CNN’s, according to Nielsen/MRI fusion data.
As “The Rachel Maddow Show” returned to five days through the first 100 days of the new administration, the program drew 2.3 times as many total viewers as CNN’s “The Source with Kaitlan Collins” (1.7 million vs. 745,000).
Since 2017, “Morning Joe” Has Tripled Its Lead Over CNN; Plus, as Ali Vitali Takes Anchor Chair for “Way Too Early,” Program Sees 32% Increase in Demo
Since Trump took office in 2017, “Morning Joe” has tripled its lead over CNN’s morning programming. In January, “Morning Joe” doubled CNN’s morning audience and notched its 119th consecutive monthly win over CNN among total viewers and 33rd consecutive monthly win in the demo. During the first week of Trump’s second presidency, “Morning Joe” also grew its audience by double digits (12%) compared to pre-inauguration viewership.
In January, as Ali Vitali took over as host of “Way Too Early” on weekdays at 5 a.m., the show averaged 32% more viewers in the demo when compared to December. The program also averaged 58% more total viewers than CNN in January.
MSNBC’s “The Weekend” Marks One Year on the Air, Sees 35% Year-Over-Year Growth in Timeslot; Double-Digit Month-Over-Month Increase for MSNBC Weekend Programming
In January, MSNBC’s “The Weekend” marked its first year on the air, and the program has grown the timeslot’s audience by 35% among total viewers and 30% in the demo. In its first year on the air, “The Weekend” topped CNN in the daypart among total viewers for the first time in 12 years and only the second time in network history.
MSNBC weekend coverage (Saturday and Sunday, 8 a.m. to 9 p.m.) also experienced double-digit growth compared to December, including 42% among total viewers and 30% in the demo.
MSNBC.com is the #1 Political News Destination; Plus, MSNBC Audio Launches “Trumpland,” a New Original Podcast with Alex Wagner
For the first time on record, MSNBC Digital ranked #1 in its competitive set for unique visitors, with 25 million unique visitors and 395 million minutes in December 2024. MSNBC also continued to rank #1 in the competitive set for total minutes, a position held for 45 consecutive months.
On TikTok, MSNBC saw 442 million video views month-to-date, up 952% year over year and 59% month over month. On YouTube, MSNBC has seen three consecutive weeks of double-digit video view gains. During inauguration week, MSNBC increased video views by 60% versus the post-election week average and had its best week since Election Week.
On MSNBC.com and on MSNBC’s Mobile App, the network is pacing towards its best January since 2021, growing page views by 30% year-over-year and 11% month-over-month.
Plus, this month, MSNBC launched the all-new original podcast limited series “Trumpland with Alex Wagner,” which follows Wagner’s reporting nationwide and overseas covering the first 100 days of President Trump’s second term.
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TV Source: Nielsen, Panel Only, Live+SD, Persons 2+ and Adults 25-54. Total Day = M-Su 6 a.m. to 6 a.m., Weekday = M-F 6 a.m. to 6 a.m. Jan 2025: 12/29/24-1/26/25. Primetime growth Mon-Fri 8 p.m. to 11 p.m. = Jan. Week 4 (1/20/25) vs. Jan. Weeks 1-3 (12/30/24-1/19/25). “Time period wins based on regularly-scheduled cable news programming. Local market data based on Nielsen NSI, P2+, Monday-Friday total day, national cable networks, 2025 to date. Nielsen/MRI Fusion Apr24-Sep24 Political Affiliation, Monday-Friday 8 p.m to 11 p.m. Confirmation Hearing win first time ever stat based on confirmations for new administrations (2001, 2009, 2017, 2021, and 2025). Double digit growth for all weekday programs airing more than 1x week. Way Too Early comparisons 1/20/25-1/26/25 vs. 1/6/2025-1/19/25. All stats for the new administration is 1/20/25 vs. 12/30/25-1/19/25. The Weekend growth: Sa-Su 8A-10A full year 2024 vs. full year 2023.
Source: Comscore Media Metrix, December 2024. U.S. desktop 2+ and mobile 13+ internet population. Unique visitors and total minutes. Source: ListenFirst, January 1-25, 2024. TikTok video views. Source: YouTube Studio Analytics, November 3, 2024 – January 25, 2025. Video views. Source: Adobe Analytics, January 1-26, 2024. Page views.
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