13th Straight Quarterly Win Over CNN During Total Day, Largest Viewership Advantage Over CNN in Network’s History
MSNBC Digital Pacing to Have Its Best Quarter Ever, Reaches Record Levels on YouTube and TikTok
(NEW YORK – April 2, 2024) – In the first quarter of 2024, MSNBC was the fastest-growing cable network, adding more viewers than any other cable network during the past year, according to Nielsen ratings data (M-Su 6a-6am: +112K average minute viewers). MSNBC ranked #2 across all of cable television with an average minute audience of 814K viewers, beating CNN for the 13th straight quarter and drawing MSNBC’s largest quarterly audience in nearly three years (best since 2Q21). MSNBC averaged 74% more viewers than CNN, marking the largest viewership advantage over CNN in MSNBC’s 28-year history.
MSNBC expanded its audience among both total viewers and Adults 25-54 while CNN and FOX News suffered viewership erosion. Compared to the first quarter of 2023, MSNBC viewership was up +16% among total viewers (CNN -2%; FOX News -5%) and up +5% in A25-54 (CNN -10%; FOX News -10%). MSNBC slashed FOX News Channel’s total day lead by 27% among total viewers and 23% among A25-54. In March, MSNBC beat CNN among Adults 25-54 in total day (86K vs. 84K) and prime (133K vs. 124K).
MSNBC Notches Historic Ratings Wins During First Three Months of Presidential Election Year, Tops CNN in Total Viewership on Key Nights
MSNBC has cemented its status as a go-to source for election coverage, with viewership wins versus CNN during every presidential primary and caucus for the first time in MSNBC’s history.
In January, MSNBC beat CNN on a contested GOP Iowa Caucus night (1/15) for the first time, averaging 1.2M total viewers to CNN’s 707K. MSNBC then beat CNN among total viewers and A25-54 on the day of the New Hampshire Primary (1/23). MSNBC also beat CNN in total viewership on the day of the South Carolina GOP Primary (2/24) for the first time, continuing MSNBC’s streak of notching historic ratings wins versus CNN. On Super Tuesday (3/5), in addition to doubling CNN’s total viewership, MSNBC beat CNN among A25-54 in both total day and prime time for the first time.
On March 7, MSNBC drew its largest State of the Union audience in network history (4.4 million viewers) and topped CNN among A25-54 (540K vs. 518K) on State of the Union night (8pm-11pm) for the first time in a decade (2014).
#1 Cable Network in Top Markets Across the U.S. Including New York, Los Angeles, Philadelphia, Washington, D.C., and San Francisco
MSNBC is the most-watched cable network in 5 of the top 10 television markets among total viewers. In the first quarter of 2024, MSNBC was the #1 cable network in New York and Washington, D.C. for the 4th straight quarter, in Los Angeles for the third straight quarter, and in San Francisco for the 7th straight quarter. MSNBC ranked #1 in Philadelphia for the third time in four quarters.
#1 Cable Network Among Black Viewers, Fastest Growing Cable Network Among Black and Hispanic Viewers
MSNBC was the most-watched cable network in the first quarter of 2024 among Black viewers. MSNBC added more Black and Hispanic viewers in the past year than any other cable network. Among all cable networks, MSNBC ranked #2 with Hispanic viewers and #2 with AAPI viewers.
More Viewers Start Their Day with MSNBC Than Any Other Cable Network, “Morning Joe” is The Most Watched Cable Show in the 6am Hour on Weekdays
MSNBC is the most-watched cable network on weekdays in the 6A hour. In the first quarter of 2024, “Morning Joe” (M-F 6-10am) continued to sweep CNN in the mornings, beating CNN in A25-54 for the 8th straight quarter (113K vs. CNN’s 75K) and in total viewers for the 35th consecutive quarter (1.1M vs. CNN’s 386K). March marked the 109th consecutive month that “Morning Joe” outpaced CNN among total viewers and the 23rd month among A25-54.
Across all of cable, MSNBC ranked #2 for the 37th straight month in the morning daypart. Compared to the first quarter of 2023, “Morning Joe” grew its audience by double-digits among both total viewers (+26%) and A25-54 viewers (+14%) while CNN and FOX News declined.
Additionally, “Morning Joe” was the #1 cable morning program in New York for the 22nd straight month and Washington, D.C. for the 23rd consecutive month.
“MSNBC Reports” Beats CNN in Dayside for 8th Straight Quarter, 18th Straight Month
In dayside (M-F 10am-4pm), MSNBC ranked #2 in all of cable among total viewers and beat CNN for the 8th straight quarter and 18th consecutive month (819K vs. CNN’s 623K). MSNBC’s dayside coverage delivered double-digit viewership growth (+17%) versus a year ago, while CNN faced declines (-4%) and FOX News saw only modest growth (+2%) versus the first quarter of 2023. Among A25-54, MSNBC’s dayside audience was even with a year ago, while CNN (-13%) and FOX News (-6%) experienced viewing declines.
MSNBC Prime Tops CNN in Total Viewers For 32nd Consecutive Quarter, Tops CNN in Demo for 4th Time in Five Quarters
In weekday prime (M-F 8-11pm), MSNBC topped CNN in the A25-54 demo for the 4th time in five quarters and in total viewers for the 32nd straight quarter. MSNBC more than doubled CNN’s primetime audience, averaging 1.6M total viewers to CNN’s 664K).MSNBC posted a double-digit A25-54 lead over CNN (154K vs. CNN’s 143K).
“The Rachel Maddow Show” (Mondays at 9pm) was the #1 cable news program in its time slot in the first quarter of 2024. “Maddow” (2.5 million viewers) drew 4.3x as many viewers as CNN’s “The Source with Kaitlan Collins” on Monday nights (586k). “Maddow” is the most-DVR’d program in cable news, with more time-shifted viewers (930K within seven days of air date) than any other cable news program.
Most-Engaging Cable Network on Weekdays
MSNBC has the most loyal and engaged weekday audience in all of television, based on Nielsen data from the past 52 weeks. In a typical week, the average MSNBC viewer watches the network for 501 minutes from Monday to Friday, topping the FOX News viewer average (488 minutes) and more than doubling the CNN viewer average (242 minutes).
Double-Digit Viewership Growth on Weekends, “The Weekend” Delivers MSNBC Best Weekend Morning Ratings in Three Years, “Inside with Jen Psaki” Marks One Year on MSNBC
Year over year, MSNBC expanded its weekend audience by +23% (CNN -7%; FOX News -4%). MSNBC not only topped CNN in weekend viewership for the third time in four quarters but also won by the largest margin in network history (Saturday-Sunday 6am-6am: +55k vs. CNN). MSNBC has topped CNN on weekends in three straight months since the launch of MSNBC’s new weekend lineup.
MSNBC’s new weekend morning show, “The Weekend,” (Saturday-Sunday 8-10am) powered MSNBC to its first time slot victory versus CNN since 4Q22. “The Weekend” delivered MSNBC’s best weekend morning ratings in three years and drew nearly 50% more viewers than the year-ago time slot average.
One year since its Sunday launch, “Inside with Jen Psaki” (Sunday 12pm; 924K total viewers) topped every program on CNN in total viewership during the quarter. In its time slot, “Inside” averaged 50% more viewers than CNN. Compared to MSNBC’s time slot average in the first quarter of 2023, “Inside” drew 60% more total viewers and nearly 30% more A25-54.
MSNBC Digital Pacing to Have Its Second Straight Record Quarter, Reaches Record Levels on YouTube and TikTok, Launches New Mobile App and Live Events Series
Quarter to date, MSNBC Digital is pacing to have its second straight record quarter with monthly unique visitors pacing up 60% versus first quarter of 2023. The brand has reached its largest audience in three years during each of the last two months. It also ranked among the top three Political News destinations based on both monthly unique visitors and total minutes, in addition to seeing the largest year-over-year growth rate among the top five entities in the category. MSNBC Digital is also pacing to have its strongest quarter ever for video with an average 247 million views in January and February 2024, growing 98% year-over-year. The last two months have been MSNBC’s strongest ever for video views.
The MSNBC channel had its best quarter ever on YouTube with more than 860 million total video views, more than doubling its performance during the first quarter of 2023. It was the third consecutive quarter that MSNBC outperformed both CNN and Fox News on the platform. MSNBC is also the most-engaging news brand on YouTube with more minutes per viewer than any other news entity.
On TikTok, MSNBC had its best quarter on record with more than 213 million total video views on the platform, growing more than 150% versus first quarter of 2023. Every month in the first quarter of 2024 was among the brand’s top three months ever on the platform.
In March, MSNBC launched the network’s inaugural live event series, “MSNBC Live,” in Washington D.C. with “The March Fourth,” previewing Super Tuesday and President Biden’s State of the Union Address. The new event series will continue throughout 2024, featuring high-profile interviews, expert forums and panels on a local and national scale hosted by journalist and author Luke Russert.
MSNBC also launched a refreshed version of the MSNBC app in March, allowing users to go beyond the headlines to read, watch and listen to the latest breaking news and analysis from MSNBC hosts, contributors, and analysts, anytime, anywhere.
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TV Source: Nielsen, Live+SD, 1Q 2024 (1/1/24-3/31/24) and March 2024 (2/26-3/31), Persons 2+ and Adults 25-54. Total Day = M-Su 6am-6am. Time-shifted viewers (i.e., non-Live): watching DVR up to 7 days after original air date, among programs with minimum 6 telecasts in 1Q24. Race and Ethnicity rankingsbased on data through 3/28/24. Local market data based on: Nielsen NSI, P2+, total day, national cable networks, 1Q24. Weekday time spent viewing based on 6-minute reach qualifier, M-F 6am-6am.
Digital Source: Comscore Media Metrix® , April 2021 – February 2024, Desktop & Mobile excluding Social Incremental, Monthly Unique Visitors, U.S. & Comscore Video Metrix®, July 2023 – January 2024, Average Minutes per Visitor, Custom-Defined List, Based on MSNBC Channel @ YouTube entity compared to a custom list of brand competitors that are in the News/Information Category: ABC News Channel @ YouTube, NBC News @ YouTube, Fox News Channel @ YouTube, CNN @ YouTube, CBS News @ YouTube. ListenFirst Media, January – March 2024.
PR Contacts:
Richard Hudock, Richard.Hudock@nbcuni.com
Natalie Munio, Natalie.Munio@nbcuni.com
