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Q3 2012 Ratings: MSNBC Boosted By Conventions, Olympics

With the Democratic and Republican conventions, the Olympics, and plenty of political news, MSNBC had a very strong Q3, growing double digits in both primetime and total day, and in total viewers and adults 25-54.

The ratings for Q3 2012:

  • Primetime (Mon-Sun): 935,000 Total Viewers / 298,000 A25-54
  • Total Day (Mon-Sun): 515,000 Total Viewers / 175,000 A25-54

The conventions buoyed MSNBC’s primetime lineup, while total day saw a slight inflation due to some Olympics coverage.  In total day the network was up +20% in total viewers and +17% in the demo. In primetime the network was up +24% and +22% in those categories.

MSNBC was up double digits in total and demo viewers during almost every hour of the day. The strongest performances came at 5 PM, 6 PM and 10 PM. “Hardball” grew +31% in total viewers and +15% in the demo compared to Q3 2011, while “PoliticsNation” was up +31% and +25%. At 10 PM, “The Last Word” and the MSNBC docs grew by +36% in total viewers and +31% in the demo.

September, which saw the RNC and DNC, were even better for MSNBC, up +55% in total viewers and +59% in the demo compared to September 2011. “The Last Word” topped FNC’s “On the Record,” in the demo, the first time that has happened in a month since 2001. The 10 PM daypart was up over +100% compared to the same month last year. In addition, “Hardball,” “PoliticsNation” and “The Ed Show” had their best months ever in total viewers.

MSNBC’s spin  after the jump…

MSNBC TOPS CNN FOR 3Q 2012

MSNBC Tops CNN By Largest Advantages Ever in Primetime, Sales Prime, and Total Day

MSNBC Daytime Tops CNN for the First Time Ever

MSNBC Up Double- Digits In All Key Dayparts Year-Over-Year

MSNBC #1 Among A18-34 in Primetime

NEW YORK – October 2, 2012 – MSNBC had a strong third quarter of 2012, up double-digits year-over-year in all key time periods and topping CNN across the board, according to data from Nielsen Media Research.

MSNBC had the best quarterly delivery in M-F Primetime (8-11p.m.) among A25-54 since 1Q09 and the best total viewer delivery since 4Q08. For the quarter, M-F Primetime ranked #2 with a 58% advantage over CNN in A25-54 (338,000 vs. 214,000) and 70% with total viewers (1.16 million vs. 682,000) – the biggest advantages ever over CNN for a quarter. Compared to 3Q2011, MSNBC weekday primetime was up 35% in A25-54 and 33% in total viewers, more growth than all other cable news outlets in the time period combined. Primetime also grew 73% with A18-34 compared to 3Q11.

In M-Su Primetime, MSNBC also ranked #2 with the highest quarterly (000s) advantages ever over CNN in both A25-54 and total viewers. For the quarter, M-Su Primetime ranked #2 with a 59% lead over CNN in A25-54 (298,000 vs. 188,000) and 52% in total viewers (935,000 vs. 616,000). MSNBC ranked #1 among the younger demo of A18-34 for the third consecutive quarter. Compared to Q311, MSNBC is up 22% in A25-54 (the only growth in the time period), 24% in total viewers, and 40% in A18-34, more growth in the time period than all other cable news outlets combined.

MSNBC had the best total day (M-Su 6a-6a) quarterly delivery since 1Q09 among A25-54 and since 4Q08 among total viewers. MSNBC was #2 in total day, topping CNN by 45% in A25-54 (172,000 vs. 119,000) and 32% in total viewers (512,000 vs. 388,000), the largest advantages ever over CNN. MSNBC ranked #1 in A18-34 for the 4th consecutive quarter. Compared to 3Q11, MSNBC is up 15% in A25-54 (only growth in the time period), 20% in total viewers and 23% in A18-34, more growth than all other cable news outlets combined.

MSNBC daytime (M-F 9a-5p) ranked #2, beating CNN in total viewers (467,000 vs. 458,000) and tying CNN in A25-54 (121,000 vs. 121,000). This is the first time MSNBC daytime has topped CNN daytime for a quarter. Compared to 3Q11, MSNBC daytime is up 20% in A25-54 and 30% in total viewers, more growth than all other cable news outlets in the time period combined. MSNBC also grew 70% in A18-34 over 3Q11, posting the only cable news growth in the time period.

Following are MSNBC’s morning and primetime ratings highlights for 3Q2012:

· At 5:30 a.m. “Way Too Early” was #2 in all key demos, beating CNN by 30% in A25-54 (91,000 vs. 70,000) and total viewers (209,000 vs. 158,000).

· “Morning Joe” (6-9 a.m.) ranked #2 topping CNN in total viewers for the 11th straight quarter (462,000 vs. 235,000) and the 6th consecutive quarter among A25-54 (166,000 vs. 93,000). This was “Morning Joe’s” best quarterly A25-54 delivery since 1Q09 and best quarterly total viewer delivery since 2Q11. “Morning Joe” is up 9% in A25-54 compared to 3Q11, posting the only cable news program growth.

· “Hardball with Chris Matthews” at 5 p.m. ranked #2 in all demos beating CNN by 54% in A25-54 (188,000 vs. 122,00). This was “Hardball’s” best quarterly delivery since 4Q08 with A25-54, and best quarterly delivery in the time period with total viewers ever. Compared to 3Q11, “Hardball” is up 15% in A25-54, 32%in total viewers, and 29% in A18-34.

· “PoliticsNation” with Al Sharpton at 6 p.m. had the program’s best A25-54 and total viewer quarterly delivery ever, the best A25-54 delivery in the hour since 4Q08, and the best total viewer delivery in the hour ever. “PoliticsNation” ranked #2 for the 4th straight quarter in A25-54, beating CNN by 55% (197,000 vs. 127,000). In total viewers, “PoliticsNation” ranked #2 for the 6th straight quarter, beating CNN by 74% (808,000 vs. 464,000). MSNBC was also #1 in A18-34. Compared to 3Q11, “PoliticsNation” was up 41% in A25-54, 35% in total viewers and 33% in A18-34, more growth in the hour than all other cable news programs combined.

· “Hardball with Chris Matthews” at 7 p.m. had the best quarterly delivery since 1Q09 and topped CNN by 77% among A25-54 (220,000 vs. 124,000), and had the best total viewer delivery since 4Q08, beating CNN by 100% (858,000 vs. 429,000) for the quarter.

·At 8 p.m., “The Ed Show” had the best A25-54 delivery ever, the best delivery in the hour since 2Q11. “The Ed Show” topped CNN’s “Anderson Cooper 360” by 60% in A25-54 (250,000 vs. 156,000) and by 86% in total viewers (988,000 vs. 530,000). Compared to 3Q11, “The Ed Show” is up 25% in A25-54, 18% in total viewers and 17% in A18-34, posting the only cable news growth in the hour.

· The Rachel Maddow Show at 9 p.m. beat CNN’s “Piers Morgan Tonight” by 134% among A25-54 (356,000 vs. 152,000) and by 115% in total viewers (1.18 million vs. 546,000). Maddow ranked #1 with A18-34 for the 3rd consecutive quarter. This was the best A25-54 and total viewer delivery since 1Q09. Compared to 3Q11, “The Rachel Maddow Show” is up 30% in A25-54 (posting the only cable news growth in the hour) , up 27% in total viewers and 25% in A18-34, more growth in the hour than all other cable news outlets combined.

· At 10 p.m., “The Last Word with Lawrence O’Donnell” had the best A25-54 and total viewer quarterly delivery ever, the best A25-54 delivery in the hour since 4Q08 and the best total viewer delivery in the hour ever. “The Last Word” ranked #2, beating CNN in total viewers by 124% (1,108,000 vs. 495,000) and 96% with A25-54 (327,000 vs. 167,000). “The Last Word” also ranked #1 for the quarter among A18-34. Compared to 3Q11, “The Last Word” is up 37% in A25-54 (the only cable news growth in the hour), 38% in total viewers and 37% in A18-34, more growth in the hour than all other cable news outlets combined.

· MSNBC is #1 in delivering African American total viewers among cable news channels for the 11th straight quarter in Monday – Sunday Primetime.

MSNBC’s daytime program highlights include:

· At 9 a.m. “The Daily Rundown” with Chuck Todd had the best A25-54 quarterly delivery ever and the best quarterly delivery in the hour since 1Q09. MSNBC topped CNN to rank #2 for the fourth consecutive quarter among total viewers and beat CNN among A25-54 by 12% (132,000 vs. 118,000), and had its best total viewer quarterly delivery since 4Q08. “The Daily Rundown” is up across the board, including 22% in A25-54 and 116% in A18-34 over 3Q11, more growth than all cable news programs in the hour combined.

· “Jansing & Co.” at 10 a.m. had the best A25-54 and total viewer quarterly delivery ever and the best quarterly delivery in the hour since 1Q09. MSNBC topped CNN among A25-54 by 3% (124,000 vs. 120,000). Compared to 3Q11, MSNBC grew 32% in A25-54, 26% with total viewers and 100% with A18-34, more growth than all cable news programs in the hour combined.

· At 11 a.m. “MSNBC Live” with Thomas Roberts had the best A25-54 and total viewer quarterly delivery since 1Q09 and ranked #2 with A25-54 for the quarter (119,000 vs. 114,000). MSNBC is up 21% with A25-54, 24% with total viewers, and 100% with A18-34 over 3Q11, more growth than all cable news programs in the hour combined.

· “NOW with Alex Wagner” at noon had the best A25-54 and total viewer quarterly delivery ever, the best quarterly delivery in the hour since 1Q09 with A25-54 and since 4Q08 with total viewers. “NOW” ranked #2 in A25-54 for the quarter, with a 16% advantage over CNN (126,000 vs. 109,000). “NOW” ranked #1 in the younger demo of A18-34. Compared to 3Q11, “NOW” is up 33% in A25-54 and 42% with total viewers, more growth than all cable news programs in the hour combined and up 112% in A18-34, posting the only cable news growth in the hour.

· “Andrea Mitchell Reports” had the best A25-54 quarterly delivery since 2Q11, the best total viewer quarterly delivery since 4Q08, and ranked #2 for the quarter in both demos. Compared to 3Q11, MSNBC was up 18% in A25-54 and 29% in total viewers, more growth than all cable news programs in the hour combined. MSNBC also grew 100% in A18-34 over 3Q11, posting the only cable news growth in the hour.

· “NewsNation” with Tamron Hall at 2 p.m. had the best A25-54 delivery since 1Q09, the best total viewer quarterly delivery since 4Q08, and ranked #2 for the quarter in both demos. “NewsNation” was up 15% in A25-54 and up 30% in total viewers over 3Q11, more growth than all cable news programs in the hour combined and grew 58% in A18-34 over 3Q11, posting the only cable news growth in the hour.

· At 3 p.m., “The Cycle” had the best A25-54 and total viewer quarterly delivery since 1Q09. MSNBC at 3 p.m. is up 28% in total viewers, more growth than all cable news programs in the hour combined, up 9% in A25-54, and up 33% with A18-34 from 3Q11, posting the only cable news program growth in the hour.

· “Martin Bashir” at 4 p.m. had the best A25-54 quarterly delivery in the time period since 1Q09, and the best total viewer delivery since 4Q01. “Bashir” ranked #2, topping CNN by 27% in total viewers (633,000 vs. 497,000) and 8% in A25-54 (130,000 vs. 120,000). MSNBC grew 29% in A25-54 (the only cable news growth in the hour), 61% in total viewers (more growth than all other cable news programs in the hour combined), and 57% in A18-34 (only cable news program to grow in the hour) compared to Q311.

· “Weekends with Alex Witt” on Saturdays (7a-8a) ranked #1 among A18-34 for the quarter. “Witt” from noon-2 p.m. had the best quarterly delivery with A25-54 and total viewers to date.

· ”Up with Chris Hayes” on Saturdays (8a-10a) had the best quarterly delivery with A25-54 and total viewers to date. “Up” was #2 among A25-54 with a 18% lead over CNN (155,000 vs. 124,000) and #2 with total viewers, with a 20% lead over CNN (454,000 vs. 379,000). Compared to 3Q11, “Up” grew 45% in A25-54 and 48% with total viewers, more growth than all other cable news programs in the time period combined.

· “Melissa Harris-Perry” on Saturdays (10a-12p) had the best quarterly delivery with A25-54 and total viewers to date. “MHP” was up 17% in A25-54, and up 24% with total viewers from 3Q11, posting the only cable news growth in the time period.

· On Sundays, Up with Chris Hayes” from 8 a.m.-10 a.m had the best quarterly delivery in A25-54 and total viewers to date. “Up” was #2 beating CNN by 60% in A25-54 (165,000 vs. 103,000) and 15% in total viewers (411,000 vs. 358,000). “Up” ranked #1 in A18-34. Compared to Q311, “Up” grew 11% in A25-54 and 22% in total viewers, the only cable news program growth in the hour.

“Melissa Harris-Perry” from 10a-noon had the best A25-54 quarterly delivery to date. “Melissa Harris-Perry” ranked #1 among A18-34 and beat CNN by 16% in A25-54 (126,000 vs. 109,000).

· MSNBC Longform Weekend Prime (Sa/Su 7p-2a) ranked #1 in A25-54 for the 11th consecutive quarter and #1 with younger viewers A18-34 for the 28th quarter.

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