2006 Numbers: MSNBC…
MSNBC put out a release today noting that it was the only network to gain viewers in 2006…
MSNBC was the only cable news network to increase viewership in both total viewers and the key 25-54 demographic in 2006. The network was up 8% in total viewers (263,000) and 12% in the 25-54 demographic (111,000), according to Nielsen Media Research data. In total viewers CNN (-7%), Fox News Channel (-14%) and Headline News (-7%) were all down in 2006. The trend continued in primetime, with MSNBC posting a 6% gain in total viewers (385,000) and an 8% increase in the demo (159,000). CNN lost 12% of its primetime audience, Fox News Channel was down 20% and Headline News dipped 4% for the year in primetime.
Even more impressive was MSNBC’s fourth quarter performance. The network posted gains of 22% in total viewers (303,000) and 41% in the demo (131,000) for the quarter. In primetime, MSNBC was up 28% in total viewers (467,000) and 34% in the demo (191,000).
In addition, each of MSNBC’s primetime programs increased viewership for the year. “Hardball with Chris Matthews” posted a 4% increase (410,000) at 7 p.m. ET, while CNN (-4%) and Fox News Channel (-13%) were both down. At 8 p.m. ET, “Countdown with Keith Olbermann” scored MSNBC’s highest full-year ratings ever for the time period, gaining an impressive 24% for the year (479,000), while CNN (-16%) and Fox News Channel (-15%) both posted double-digit declines. In the fourth quarter, “Countdown” was up an incredible 60% in total viewers (656,000) and 67% in the demo (252,000). At 9 p.m. ET, where the network has telecast “Scarborough Country” since April, viewership has increased 5% for the year (387,000). This growth was propelled by a 28% increase in the fourth quarter (487,000). CNN (-14%) and Fox News Channel (-19%) both lost viewers for the year at 9 p.m. ET. The “doc block” also posted impressive gains at 10 and 11 pm ET. For fourth quarter, MSNBC was up 15% in total viewers (385,000) and 34% in the demo (169,000) at 10 p.m. ET and 66% in total viewers (378,000) and 92% in the demo (192,000) at 11 p.m. ET.A chart with year-end numbers for all cable news networks is below:
Total Day
P2+ (vs. ‘05)
MSNBC 263,000 (+8%)
CNN 477,000 (-7%)
FNC 824,000 (-14%)
HLN 218,000 (-7%)P25-54(vs. ‘05)
MSNBC 111,000 (+12%)
CNN 165,000 (-5%)
FNC 246,000 (-18%)
HLN 92,000 (-7%)Primetime
P2+(vs.’05)
MSNBC 385,000 (+6%)
CNN 753,000 (-12%)
FNC 1,412,000 (-20%)
HLN 335,000 (-4%)P25-54 (vs.’05)
MSNBC 159,000 (+8%)
CNN 225,000 (-17%)
FNC 347,000 (-25%)
HLN 124,000 (-3%)
Didn’t you just post something that said HLN was up in primetime because of Beck and Grace?
Comment by erljr — January 3, 2007 @ 4:41 pm
Also, until this past April, Scarborough Country was shown at 10pm; Scarborough Country is actually down for the year. In 2005, the 9pm slot had at least three different shows, including Tucker and Rita, but NEVER had Scarborough Country.
We are in the MSNBC Spin-Zone. Their #s are up; why are they spinning it into a bigger victory than it was?
Comment by erljr — January 3, 2007 @ 4:53 pm
Maybe they are like Frances Fragos Townsend and declaring “it’s a success that hasn’t occurred yet.”
Comment by Anon — January 3, 2007 @ 5:01 pm
erljr, as a frequent reader of this blog you should be well aware by now that numbers can be split seven ways from sundown. So it is entirely possible to post a sentence that Grace and Beck have caused HLN to go up and still say HLN has dropped since 2005 depending on when you start your sampling. It’s one reason why I don’t pay too much attention to near term trends as much as long term trends.
Plus you have to look very closely at the Trib piece to see that the numbers are being parsed very finely. Beck’s rise is vs. what used to be part in his timeslot. Grace’s sample goes back to since before she started. MSNBC is just comparing year to year numbers. So both are accurate statements but somewhat misleading in the Trib piece’s case.
Comment by Spud — January 3, 2007 @ 5:59 pm
Why you hating on Scarborough? The show is in the 9p MSNBC wasteland and is doing OK.. especially the last few months–plus it looks much better. Joe actually getting a personality.
Comment by anon — January 3, 2007 @ 6:55 pm
Those numbers sure do look good… until you see the actual viewers, not the percentages.
Gains are great… but a distant 3rd place is still nothing to be too proud of.
Comment by ImNotBlue — January 3, 2007 @ 11:12 pm