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May ’10 Ratings: Schultz, Ratigan, Hardball Boost MSNBC’s Afternoon

msnbc120.jpg MSNBC was down in the demo year to year in both total day and prime, but saw a slight bump in total viewers in total day, boosted by daytime shows “The Ed Show,” “Dylan Ratigan” and “Hardball.”

The May numbers:

Total day (Mon-Sun): 390K total viewers/132K A25-54
Prime (Mon-Sun): 751K total viewers/ 232K A25-54

In total day, MSNBC was down -5% in the demo, but was up +3% in total viewers. In prime the network was down -2% in total viewers and -9% in the demo.

“Morning Joe” finished second to only “Fox & Friends” in total viewers but was fourth in the demo behind Fox, CNN and HLN.

The afternoon shows posted growth in both total and demo viewers, led by “The Ed Show” at 6 p.m., which was up +24% in total viewers and +27% in the demo.

At 4 p.m. “Dylan Ratigan” posted a +20% increase in total viewers over the same time period last year, and a +7% jump in the demo.

At 5 p.m. “Hardball” was up +8% in total viewers and +5% in the demo, though the 7 p.m. repeat was down -2% and -9% respectively.

In primetime, “Countdown with Keith Olbermann” dropped -6% in total viewers and -24% in the demo at 8 p.m., with the 10 p.m. rerun down -11% and -8%.

“The Rachel Maddow Show” was up +7% in total viewers, and down -3% in the demo at 9 p.m., with the 11 p.m. repeat (which also shared its time period with some documentary specials)up +3% and +19%.

The MSNBC release is after the jump.


“Morning Joe,” “Hardball with Chris Matthews,” “The Ed Show,” “Countdown with Keith Olbermann,” “The Rachel Maddow Show” beat CNN

NEW YORK – June 2, 2010 – MSNBC continues to out-draw CNN in primetime, finishing May with 42 percent more viewers in weekday primetime, according to data from Nielsen Media Research. This is the fourth consecutive month MSNBC has out-rated CNN in primetime among both Adults 25-54 and total viewers. MSNBC’s “Morning Joe,” “Hardball with Chris Matthews,” “The Ed Show,” “Countdown with Keith Olbermann” and “The Rachel Maddow Show” all out-rated CNN in May. Following are MSNBC ratings highlights:

* MSNBC beat CNN in primetime (M-Su, 8-11 p.m.) in May by 36 percent in A25-54 (231,000 vs. 170,000) and by 26 percent in P2+ (747,000 vs. 595,000). This is the fourth month in a row that MSNBC has outrated CNN in primetime among both P2+ and A25-54. MSNBC also beat CNN in weekday primetime by 34 percent among A25-54 (231,000 vs. 173,000) and by 42 percent in P2+ (862,000 vs. 607,000). This is the 3rd time in four months that CNN has fallen to fourth place in weekday primetime. MSNBC also beat CNN in sales prime (M-Su, 7 p.m.- 2 a.m.) by 27 percent in A25-54 and 19 percent in total viewers.
* “Morning Joe” drew more viewers than CNN’s “American Morning” for the third consecutive month (406,000 vs. 353,000).
* “The Ed Show” drew more viewers than CNN at 6 p.m. for the third consecutive month (632,000 vs. 532,000). “The Ed Show” is up more than any other cable news show among A25-54, growing 28 percent versus May 2009 (160,000 vs. 125,000), and is up 24 percent among P2+ (632,000 vs. 508,000).
* “Hardball with Chris Matthews” at 7 p.m. beat CNN’s “John King USA” by ten percent in A25-54 (171,000 vs. 156,000) and by 41 percent in P2+ (651,000 vs. 463,000). “John King USA” is down 30 percent versus “Lou Dobbs Tonight” in that time period in May 2009.
* “Countdown with Keith Olbermann” beat CNN’s “Campbell Brown” for the 27th consecutive month among both total viewers and A25-54. “Countdown” outrated “Campbell Brown” by 70 percent in A25-54 (250,000 vs. 147,000) and by a huge 112 percent in total viewers (1,031,000 vs. 486,000). The repeat of “Countdown” at 10 p.m. ET tied CNN’s “Anderson Cooper 360″ and ranked #2 for the third month in a row among A25-54 (206,000 vs. 206,000).
* “The Rachel Maddow Show” beat CNN’s “Larry King Live” for the fourth month in a row among both total viewers and A25-54, out-drawing King by 48 percent among A25-54 (245,000 vs. 165,000) and by 47 percent among A25-54 (962,000 vs. 653,000). “Maddow” is up seven percent in total viewers versus May 2009 (962,000 vs. 895,000) and is even in A25-54.
* MSNBC was #1 among the news networks in weekend sales prime (7 p.m.-2 a.m.) among A25-54 for the 2nd month in a row.

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