MSNBC TOPS CNN AS DESTINATION FOR POLITICAL COVERAGE AHEAD OF PRESIDENTIAL ELECTION
Largest Viewership Advantage Ever Over CNN During Month Before Presidential Election
More Viewers Start Their Day With MSNBC Than With Any Other Cable Network
MSNBC Digital Sees Record Quarter; Delivers Fourth Straight Record Month for Social Video Views
(New York – Oct. 29, 2024) – In October, ahead of a pivotal presidential election, MSNBC drew 70% more viewers than CNN in the average minute (903,000 vs. 532,000), according to Nielsen. Compared to four years ago, MSNBC has quadrupled its viewership advantage over CNN in the month prior to the election (+87,000 viewers to +371,000).
From the first Harris-Walz rally to the Democratic Convention in August to October’s vice-presidential debate, Americans have turned to MSNBC’s coverage over CNN in record numbers. MSNBC’s advantage over CNN in the lead-up to a presidential election has never been larger (+385,000 viewers). Additionally, MSNBC drew more viewers than CNN in all seven of the key battleground states.
October marked MSNBC’s 31st consecutive monthly viewership win over CNN, and year to date, MSNBC has its largest viewership advantage over CNN in network history (+68%). For the third straight month, MSNBC’s weekday audience topped CNN among adults 25-54. MSNBC’s primetime lineup draws twice as many Independents and Republicans as CNN’s, according to Nielsen/MRI fusion data.
MSNBC has the most loyal and engaged weekday audience in all of television. According to Nielsen, in a typical week, the average MSNBC viewer watches the network for more than eight hours from Monday to Friday, doubling the CNN viewer average.
MSNBC Dominates as Presidential Election Nears, Shows More Growth than Any Other Cable Network
In the three months since Vice President Kamala Harris became the Democratic Presidential Nominee, MSNBC added more viewers than any other cable network. Comparing August, September, and October to the first seven months of 2024, MSNBC’s total day viewership increased by 18% (+146,000 average minute viewers). In particular, MSNBC has posted audience gains among Black viewers (+30%), Asian and Pacific Islander viewers (+29%), Hispanic viewers (+14%), Women (+20%), and younger viewers (+28%).
During the CBS News Vice Presidential Debate between Gov. Tim Walz and Sen. JD Vance, MSNBC averaged 4.9 million viewers, topping CNN (3.4 million) during a VP debate for the second time ever and the first time since 2012.
#1 Cable Network in Top Markets Across the U.S., Including Los Angeles, Philadelphia, Washington, D.C., and San Francisco
In 2024 to date, MSNBC is the most-watched cable network in four of the top 10 television markets. In October, MSNBC was the #1 cable network in Washington, D.C. for the 20th straight month, in San Francisco for the 17th straight month, and in Philadelphia for the 12th straight month. MSNBC beat CNN in each of the top 25 television markets for the 13th straight month.
#1 Cable Network Among Black Viewers, Added More Black Viewers Than Any Other Cable Network
In 2024 to date, MSNBC is the most-watched cable network among Black Americans. In the past year, MSNBC added more Black viewers than any other cable network. Additionally, MSNBC is the #1 cable news network among Asian and Pacific Islander (AAPI) Americans.
More Viewers Start Their Day with “Morning Joe” Than with Any Other Cable Program; “Morning Joe” Triples CNN’s Audience; CNN Sees Lowest-Rated Mornings In 10 Years
MSNBC was the most-watched cable network in the 6 a.m. hour for the 18th time in 19 months. In October, “Morning Joe” (Monday-Friday 6 a.m.-10 a.m.) had its second most-watched month of the last three years and continued to dominate CNN on weekday mornings. “Morning Joe” topped CNN for the 116th consecutive month among total viewers and for the 30th straight month among A25-54. In October, “Morning Joe” was the #1 cable morning show in New York for the 29th straight month and in Washington, D.C. for the 30th consecutive month.
Year to date, MSNBC is averaging three times as many viewers as CNN in the morning. CNN is pacing to have its lowest-rated year since 2015 in the mornings (398,000 vs. 396,000 in 2015).
MSNBC Prime Tops CNN in Total Viewers for 95th Consecutive Month, “The Rachel Maddow Show” Ranks #1 in Its Time Slot
In weekday prime (Monday-Friday 8 p.m-11p.m.), MSNBC topped CNN in prime for the 95th straight month (1.8 million vs. 953,000). From 4 p.m. to midnight, all weekday MSNBC programs beat their respective CNN time slot competitors.
“The Rachel Maddow Show” (Mondays at 9 p.m.) is the #1 news program in its time slot in 2024 to date. Through October, “Maddow” (2.604 million viewers) is outpacing FOX News’ “Hannity” on Monday nights (2.590 million) and drawing four times as many total viewers as CNN’s “The Source with Kaitlan Collins” (616,000). “Maddow” is the most DVR’d program in all of cable news, with more time-shifted viewers (840,000 within seven days of air date) than any other cable news program.
“The Last Word with Lawrence O’Donnell” (Monday-Friday at 10 p.m.) averaged twice as many total viewers as CNN’s “NewsNight with Abby Phillip” in October (1.7 million vs. 717,000), delivering its 113th consecutive monthly win over CNN. “The Last Word” is on pace for its most-watched year since 2021. “The ReidOut” (Monday-Friday at 7 p.m.) topped CNN’s “Erin Burnett OutFront” for the 31st consecutive month (1.6 million vs. 845,000). The last three months have been “The ReidOut’s” most-watched months since 1Q21.
“MSNBC Reports” Beats CNN in Dayside for 25th Straight Month
In dayside (Monday-Friday 10 a.m.- 4 p.m.), MSNBC is having its most-watched year since 2021, with two consecutive years of audience gains. In October, MSNBC beat CNN among total viewers for the 25th consecutive month.
MSNBC Weekend Programming Beats CNN for 11th Straight Month; “The Weekend” Tops CNN in Total Viewers
In October, MSNBC beat CNN’s weekend lineup for the 11th straight month. MSNBC weekend coverage delivered double-digit growth versus a year ago (+10%) among total viewers while CNN had double-digit declines (-26%). On weekend mornings, MSNBC’s “The Weekend” delivered a 41% ratings improvement compared to the year-ago time period average.
On Sunday, Oct. 20, Reverend Al Sharpton’s interview with VP Harris on “PoliticsNation” drew 905,000 viewers on linear television. During the interview, more Americans turned to MSNBC than to any other cable network. “PoliticsNation” reached 1.2 million unique viewers on MSNBC, plus hundreds of thousands of viewers on non-linear platforms.
In October, MSNBC Films launched “My Generation,” an in-depth series documenting the iconic events, people, and media that shaped each of the four major generations in America. The series reached 2.0 million unique viewers across four episodes.
MSNBC Digital Sees Record Quarter in 3Q 2024
MSNBC Digital had its best quarter ever in Q3 2024, growing +55% year-over-year. The last three months have been its strongest on record with each month growing by more than +35% year-over-year. MSNBC ranked as a top three political news destination, based on monthly unique visitors, in addition to continuing to rank #1 based on total minutes spent on site.
MSNBC Digital Delivers Fourth Straight Record Month for Social Video Views
In October, MSNBC had its fourth straight record month on social platforms and is pacing to deliver more than one billion video views across YouTube, TikTok, Instagram and Facebook for the first time ever. On YouTube, MSNBC is expected to have its second-best month ever. It is also pacing to be the most-watched news network on the platform for the third straight month, surpassing CNN, Fox News, ABC News and CBS News among others. In addition to continued strength on YouTube, MSNBC delivered its fourth straight record month on TikTok where it was the most-watched cable network.
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. Oct 2024: 9/30/24-10/27/24. Fastest-growing cable network: Aug-Oct 7/29/24-10/29/24 vs. Jan-Jul 1/1/24-7/28/24, M-Su 6am-6am, no exclusions. Weekday time spent viewing based on 6-minute reach qualifier. Race and Ethnicity claims based on time period data; Black (M-Su 6 a.m. to 6 a.m.); AAPI (M-F 8 p.m. to 11 p.m.). “TRMS” claims based on 2024 to date, Most Current data stream; time-shifted viewers (i.e., non-Live): watching DVR up to 7 days after original air date. 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, 2024 to date. Sharpton interview with Harris, Sunday 10/20/24 5pm-5:30pm. Battleground states based on total day household average audience in the primary local television market of each state: Phoenix (AZ), Atlanta (GA), Detroit (MI), Las Vegas (NV), Charlotte (NC), Philadelphia (PA), and Milwaukee (WI). My Generation reached based on P2+, 6+ minute qualifier.
Digital Source: Comscore Media Metrix®, July 2024 – September 2024, Desktop & Mobile excluding Social Incremental, Monthly Unique Visitors & Total Minutes, Political News Category, U.S. ListenFirst, YouTube, TikTok, Instagram, Facebook & X Video Views, October 1 – October 27, 2024.
# # #
Press Contacts:
