Liberal News Ratings Crater Post-Election

MSNBC saw a sharp decline in its audience on Thursday, just days after the network’s election night ratings soared to a new high, surpassing CNN for the first time ever. According to Nielsen data, MSNBC’s total average daily viewership fell dramatically, highlighting a potential shift in the dynamics of cable news consumption.

On Thursday, Fox News once again dominated the cable news landscape with 2.6 million total viewers and 375,000 viewers in the crucial 25-54 age demographic, which advertisers covet. In contrast, MSNBC attracted only 596,000 total viewers, with a meager 71,000 in the 25-54 demo. CNN, trailing behind, garnered 419,000 total viewers and 91,000 in the demo.

While MSNBC and CNN are experiencing significant losses, Fox News continues to lead the cable news landscape. On Thursday, Fox News’ 2.6 million total viewers put it far ahead of its competitors, and the network’s impressive 60 percent year-over-year growth is a testament to its ability to attract and retain a loyal audience, while MSNBC and CNN experienced significant declines of 23 percent and 40 percent, respectively. Prime time, traditionally the most lucrative time slot for cable news networks, was even more discouraging for MSNBC and CNN. The two networks experienced steep losses—MSNBC shed 54 percent of its audience compared to the same day last year, while CNN’s prime time viewership dropped by 30 percent.

The recent ratings dip comes on the heels of MSNBC’s surprising surge in viewership during election night. On Tuesday, the network scored an impressive 6 million total average viewers, surpassing CNN, which attracted 5.1 million. This was a notable achievement for MSNBC, especially considering CNN’s long-standing reputation as the go-to network for breaking news events.

However, MSNBC’s victory was short-lived. The network’s inability to maintain its audience in the days following the election, coupled with Thursday’s staggering drop in viewership, suggests that their boost in ratings may have been more of a temporary spike than a lasting shift in audience preference.

For CNN, the decline in viewership is even more alarming. The network, which averaged 9.6 million total viewers on election night in 2020, saw its audience nearly halved in just four years. This steep drop in ratings is part of a broader trend affecting cable news, with overall election night viewership down about 25 percent across the 18 major news networks measured by Nielsen.

The massive drop in viewership for both MSNBC and CNN highlights the larger struggles facing traditional cable news networks. As Americans increasingly turn to online platforms, streaming services, and social media for their news, the future of linear TV is uncertain. Moreover, political fatigue, disillusionment with party politics, and ideological divides within the media landscape will force networks to rethink their strategies if they want to remain viable.