MSNBC’s flagship morning show, Morning Joe, is experiencing some of its lowest ratings ever, as viewers flee amid backlash over co-anchors Joe Scarborough and Mika Brzezinski. Known for their sharp criticism of former President Donald Trump, the duo reportedly met with him at Mar-a-Lago earlier this week to “restart communications,” sparking feelings of betrayal among the network’s left-leaning audience.
From Monday to Wednesday, the show’s average total viewership dropped 20% to 618,000 viewers. The decline was even sharper in the key 25-to-54 demographic sought by advertisers, which plummeted 45% to an average of just 49,000 viewers. On Wednesday, the program attracted 647,000 total viewers and only 51,000 in the key demographic, marking declines of 15% and 41%, respectively, compared to Monday’s numbers, according to Variety.
The backlash was immediate after the co-hosts disclosed on Monday that they had visited Trump’s Florida estate. Having spent years sharply criticizing the former president, their apparent overture to him struck many as polarizing. Internal sources at MSNBC reportedly called the move a “cowardly” attempt to curry favor with Trump, alienating the core audience that had relied on Morning Joe for its relentless critiques of his administration.
Morning Joe average audience is down 20% from Monday to Wednesday, to 618,000 viewers:
+ and down 45% in the 25-to-54 demo, to 49,000 viewers.
— Dylan Byers (@DylanByers) November 21, 2024
Tuesday’s broadcast of Morning Joe saw an even steeper decline, attracting just 680,000 total viewers and 86,000 in the key 25-to-54 demographic—a 12% drop from Monday. The fallout extended beyond ratings, sparking internal discontent at MSNBC as staff questioned the network’s broader direction. The ratings slump for Morning Joe comes as MSNBC confronts wider structural and financial challenges. Parent company Comcast is reportedly considering spinning off NBCUniversal’s cable channels, including MSNBC, as part of a broader cost-cutting initiative. Such a move would leave the network facing an uncertain future, particularly as cable news viewership continues to decline industry-wide.
Executives are reportedly finalizing plans for a major lineup overhaul, which could include changes to daytime and weekend programming, a revamped lead-in for Morning Joe, and a redistribution of airtime among the network’s top personalities. Insiders suggest that Rachel Maddow, once a flagship figure of MSNBC’s success, may play a pivotal role in efforts to stabilize the network.
Once celebrated for her $30 million annual contract, Rachel Maddow recently renegotiated her deal to $25 million over five years. The network continues to view her as indispensable, with one executive referring to her as “ratings Viagra.” MSNBC reportedly plans to leverage Maddow more strategically during breaking news events, hoping her presence can deliver a critical ratings boost. However, MSNBC’s challenges extend far beyond individual personalities. Once a stronghold of progressive opposition to Trump, the network now faces accusations of pandering to the former president, leaving its credibility — and audience — in question. For now, the ratings tell a bleak story.
Disclaimer: This article may contain commentary which reflects the author’s opinion.