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August ’09 Ratings: MSNBC Down, But Maddow Up

Overall, MSNBC was down this August compared to last year when the presidential campaigns were heading into the political conventions. For total day, MSNBC saw a 21% decrease year-over-year in Total Viewers and 31% drop in A25-54 demo viewers. In primetime, MSNBC saw a small loss in in Total Viewers and a 14% decrease in demo viewers.

Though the numbers were down, MSNBC finished #2 in the A25-54 demo in primetime. MSNBC’s 8pmET show “Countdown” was down 5% year-over-year in the demo while the 9pmET show hosted by Rachel Maddow was up 61% in the demo and up 92% in Total Viewers (compared to Dan Abrams‘ show airing last August at 9pmET). Maddow also topped CNN’s Larry King in the A25-54 demo.

MSNBC’s press release after the jump…


MSNBC #1 News Network Among Younger Viewers, 18-34, in Primetime

Countdown with Keith Olbermann, The Rachel Maddow Show, Hardball with Chris Matthews Beat CNN in Demo

NEW YORK Sept. 1, 2009 – MSNBC beat CNN in primetime last month in the key Adults 25-54 demographic, according to data from Nielsen Media Research. MSNBC was also the #1 ranked news network among younger viewers, 18-34, in August. MSNBC’s “Countdown with Keith Olbermann,” “The Rachel Maddow Show” and “Hardball with Chris Matthews” all out-rated CNN among A25-54 in August. Following are MSNBC ratings highlights for August:

MSNBC out-rated CNN in August in A25-54 in primetime (M-Su, 8-11 p.m.) by 11 percent (276,000 vs. 248,000). MSNBC was also the #1 news network among younger viewers, Adults 18-34, in primetime, outdelivering CNN by 61 percent and FNC by 4 percent.

“Countdown with Keith Olbermann” continued its success, beating CNN’s “Campbell Brown” among Adults 25-54 by a huge 62 percent among A25-54 (345,000 vs. 213,000) and by 43 percent among total viewers (1,087,000 vs. 761,000). “Countdown” out-rated “Campbell Brown” among A18-34 by 114 percent last month (124,000 vs. 58,000).

“The Rachel Maddow Show” out-rated CNN’s “Larry King Live” among A25-54 in August (304,000 vs. 294,000). “TRMS” is the fastest growing cable news show at 9 p.m, up a huge 92 percent in total viewers versus August 2008 (996,000 vs. 519,000) and up 61 percent in A25-54 (304,000 vs. 188,000). “TRMS” also beat “Larry King” among younger viewers 18-34 in August by 29 percent (93,000 vs. 72,000).

“Hardball with Chris Matthews” at 7 p.m. beat CNN’s “Lou Dobbs Tonight” by 13 percent in A25-54 in August (198,000 vs. 175,000) and virtually tied CNN at 5 p.m. among A25-54 (148,000 vs. 149,000).

MSNBC beat CNN in weekend sales prime (7 p.m.-2 a.m.) by 32 percent among A25-54 (241,000 vs. 182,000). MSNBC was also the #1 cable news net in this time period among A18-34.

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