MSNBC’s flagship anchor, Rachel Maddow, is facing declining ratings amid a major shakeup in cable news viewership following President-elect Donald Trump’s victory. The liberal network has experienced a steep drop in audience numbers, with Maddow’s show particularly hard-hit—recently trailing behind a rerun of Ancient Aliens in ratings.
According to Nielsen Media Research, MSNBC has lost 47% of its total-day audience compared to pre-election averages, now attracting just 497,000 viewers. In the key 25-54 age demographic prized by advertisers, the network’s viewership has fallen to a mere 49,000. CNN is also struggling, with a 33% drop in total-day viewers, averaging 357,000, and 65,000 in the advertiser-coveted demo, as reported by The Independent.
Primetime has been especially challenging for both networks. MSNBC’s primetime audience has dropped 52%, with 644,000 total viewers and just 63,000 in the 25-54 demographic. CNN’s primetime ratings have fallen 39%, drawing an average of 453,000 viewers. Meanwhile, Fox News has surged, enjoying a 24% year-to-date increase in viewership, averaging 3 million primetime viewers and solidifying its lead in the cable news market.
Rachel Maddow, MSNBC’s marquee anchor, has struggled to maintain her flagship show’s viewership in a deeply polarized post-election media environment. While her incisive critiques of Donald Trump and his administration have appealed to her loyal base, critics suggest her approach may resonate less in a political climate increasingly dominated by conservative narratives.
Once commanding a salary of $30 million annually, Maddow has reportedly renegotiated her contract for a significantly reduced sum. According to The Ankler, she quietly signed a new deal earlier this fall, securing $25 million over the next five years under markedly different terms as MSNBC sheds viewers and hemorrhages money. That said, Tensions are reportedly rising within MSNBC, as some staff members and on-air personalities have expressed frustration over the significant attention being focused on the network’s longtime host, according to a recent report from In Touch Weekly.
“Rachel is the Beyoncé of the group, but she’s getting all the attention and perks and the others are not happy,” one network insider told the outlet. In Touch reported that Maddow is receiving “all the goodies,” which is leading to a lesser role for fellow hosts Ari Melber, Joy Reid and Lawrence O’Donnell, as well as “Morning Joe” co-hosts Joe Scarborough and wife Mika Brzezinski.
