Ratings for “Living With Michael Jackson”

MSNBC’s purchase of the rights to the Granada TV production “Living with Michael Jackson” did not give much of a bump to MSNBC’s weekend ratings.

The special, without much promotion, aired six times over the weekend: Saturday at 7, 10 and 11pmET which averaged 254K A25-54 viewers and 603K Total Viewers. The Sunday airings at 7, 8 and 11pmET averaged 261K A25-54 viewers and 529K Total Viewers. The special finished no higher than second against its cable competition in the various airings.

MSNBC has licensed the Martin Bashir-hosted documentary for an undisclosed price. There will be six more airings through mid-July.

NBC’s legal department must also approve any short clips used in any competitors’ stories, as was the case on Monday’s “Nightline,” a show Bashir now co-anchors, but didn’t last night.

Launch a social media campaign that will build your brand and deliver results in our online Social Media Marketing Boot Camp starting June 7. Speakers include Abigail Cusick (Bravo Digital), Gregory Galant (Sawhorse Media), Alex Leo (Thomson Reuters Digital), Jim Tobin (Ignite Social Media), and many more. Read the reviews.