MSNBC’s Reorganization Leads to Disastrous Ratings Decline

MSNBC is facing significant backlash as its recent reorganization, which included the dismissal of prominent hosts and a strategic pivot, results in plummeting ratings. The network, which previously thrived, is now grappling with a massive decline in viewer numbers following disruptive changes in early 2024.

The Shift in Leadership and Programming

At the start of the year, MSNBC’s ratings fell over 50% after the 2024 presidential election. In response, the network’s leadership, led by President Rebecca Kutler, spearheaded a high-stakes overhaul. This plan included notable changes such as:

• Rachel Maddow’s Temporary Return: The network’s star, Maddow, temporarily returned to her weekday 9 p.m. slot. However, she made it clear that this arrangement would not be permanent, creating further uncertainty for the network.
• Cancellation of Popular Shows: Two shows hosted by non-white personalities were axed, including "The ReidOut," previously hosted by Joy Reid. Kutler replaced these programs with new offerings.

Ratings After the Changes

Despite the initial excitement around Maddow’s return, the subsequent shifts have not yielded the desired results:

• Jen Psaki’s “The Briefing”: Launched on May 6, the show has averaged just 971,000 viewers—a staggering 47% decline compared to the hosting averages of Maddow and her predecessors Alex Wagner and Joy Reid.
• “The Weeknight”: This new panel show has only attracted 772,000 viewers, marking a 19% drop from “The ReidOut.” It further emphasizes the network’s struggle to retain its audience.

Key Ratings Metrics

• Primetime Viewership: In May, MSNBC’s primetime shows averaged 877,000 viewers, down 24% from earlier this year.
• Demographic Performance: The network’s average for adults aged 25-54 dropped dramatically, reaching just 73,000 viewers—a 34% decrease.

Criticism and Controversy

The decision to replace established programs with new ones hosted by political insiders has led to accusations of racial bias. Former MSNBC host Keith Olbermann openly criticized the network’s actions on social media, labeling them as "brutally racist." He highlighted the disproportionately high number of non-white hosts being let go:

• Diversity Issues: With the cancellation of shows hosted by Reid and Wagner, concerns arisen about the network’s commitment to diversity.

Voices from Within

Rachel Maddow expressed her discontent with the firing of her colleague, saying, "I do not want to lose her as a colleague here at MSNBC, and personally, I think it is a bad mistake." Maddow emphasized that the racial dynamics of these decisions were troubling, leading to a lack of representation in prime time.

Joy Reid’s Perspective

In discussing her exit, Reid pointed out the challenges faced by Black women in media. She stated, "I’m a Black woman doing the thing… I think that there’s a difference for Trump in hearing the kinds of criticisms specifically, out of a Black woman."

Future Prospects for MSNBC

As the ratings continue to falter, pressure mounts on Rebecca Kutler and her team to reconsider their strategy. As of now, the network’s total daily viewership stands at only 545,000, marking a 33% drop from earlier in the year.

Conclusion

MSNBC’s ambitious reorganization may be leading to more harm than good, as both viewer numbers and loyalty dwindle. The network faces a pivotal moment: whether to reverse course and reclaim its diverse, engaged audience or continue down a path filled with turmoil and controversy.

For more insights into the evolving landscape of cable news, visit Nielsen Ratings and Media Matters.