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Q3 2010 Ratings: MSNBC beats CNN for 4th straight quarter in primetime

For the first time in nine years MSNBC has beaten CNN for the entire viewing day in younger viewers. Q3 2010 also marks the fourth consecutive quarter of beating CNN in primetime (A25-54 viewers).

Total Day (Mon-Sun): 385k total / 142k A25-54
Prime Time (Mon-Sun): 687k total /229k A25-54

MSNBC’s total day viewership is up 1% for the quarter vs. Q3 2009.

Verses Sept. 2009, “Hardball with Chris Matthews,” at 5pmET is up +1% in Total Viewers and up +8% in the demo. “The Ed Show” is up +24% in viewers and up +8% in the demo. “Countdown with Keith Olbermann” is down -6% in Total Viewers and down -19% in the demo while 9pmET’s “The Rachel Maddow Show” is +6% in Total Viewers and down -1% in younger viewers.

For the MSNBC press release .

NEW YORK – Sept. 28, 2010 – MSNBC beat CNN in total day for the first time since 2Q 2001 in the key adult demographic, according to data from Nielsen Media Research. MSNBC also beat CNN in primetime for the fourth consecutive quarter among both A25-54 and total viewers.

In total day, MSNBC is the only cable news network to grow versus 2Q 2010, up 4% among A25-54. MSNBC is also the only cable news network to grow versus 2Q10 during the day, while both CNN and Fox News dropped.

MSNBC is also the number one cable news network in primetime among both African-American (139,000) and Hispanic viewers (52,000) for the quarter among P2+.

MSNBC’s longform programming was #1 on the weekends for the fourth consecutive quarter among A25-54 and was the only cable news network to show growth in the time period versus both last quarter and last year.

Following are ratings highlights for 3Q 2010:

MSNBC beat CNN in total day for the first time since 2Q 2001 in the key adult demographic (142,000 vs. 120,000). In total day, MSNBC is the only cable news network to grow versus 2Q 2010, up 4% among A25-54 (142,000 vs. 136,000). MSNBC is also basically flat versus 3Q 2009 (142,000 vs. 144,000, -1%), while CNN plummeted 35% (120,000 vs. 184,000) and Fox News dropped 19% (267,000 vs. 328,000).
MSNBC is also the only cable news network to grow versus 2Q10 during the day (9am-5pm), up 14% (88,000 vs. 77,000) while CNN dropped –14% (122,000 vs. 142,000) and Fox News fell 5% (249,000 vs. 262,000).
MSNBC is also the number one cable news network in primetime among both African-American (139,000) and Hispanic viewers (52,000) for the quarter among P2+.
MSNBC beat CNN for the fourth consecutive quarter in primetime (M-Su, 8-11pm) topping CNN by 34% in total viewers (687,000 vs. 512,000) and a huge 54% in A25-54 (229,000 vs. 149,000).
“Morning Joe” beat CNN and HLN in 3Q 2010 among total viewers, with a 28 percent advantage over CNN’s “American Morning” (372,000 vs. 290,000) and a 19% advantage over HLN’s “Morning Express with Robin Meade” (372,000 vs. 313,000).
“The Ed Show” had its best quarter ever in 3Q2010, up 9% versus 3Q09 in A25-54 (171,000 vs. 157,000) and up 19% in total viewers (642,000 vs. 541,000) while every other cable news show in the hour declined versus last year. “Ed” beat CNN’s “Situation Room” by 29% in A25-54 (171,000 vs. 133,000) and by 35% in total viewers (642,000 vs. 477,000).
“Hardball with Chris Matthews” beat CNN’s “John King USA” by 47% among A25-54 (171,000 vs. 116,000); this is the worst delivery for “John King USA” since it premiered in 1Q 2010, and the worst performance for CNN in that hour since 2Q 2001. “Hardball” also beat CNN among total viewers by 47% in total viewers (584,000 vs. 397,000).
“Countdown with Keith Olbermann” is the only cable news show at 8 p.m. to gain audience among A25-54 from 2Q 2010, up 1% (264,000 vs. 263,000) while CNN dropped 4% (133,000 vs. 138,000) and “The O’Reilly Factor” saw its lowest numbers in two years, off 6% (681,000 vs. 726,000). This is the 16th consecutive quarter that “Countdown” has out-rated CNN among A25-54.
“The Rachel Maddow Show” beat CNN’s “Larry King Live” for the fourth consecutive quarter among both A25-54 (246,000 vs. 154,000) and total viewers (899,000 vs. 586,000). This is the lowest quarterly delivery for “Larry King Live” dating back to 4Q 1991.
The 10 p.m. encore of “Countdown with Keith Olbermann” beat CNN’s “Anderson Cooper 360” among both A25-54 (196,000 vs. 178,000) and total viewers (581,000 vs. 577,000).
MSNBC’s longform programming was #1 on the weekends (Sa-Su, 7pm-2am), for the fourth consecutive quarter among A25-54 (237,000) and was the only cable news network to show growth in the time period versus both last quarter (+1%) and last year (+4%).

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