MSNBC's Primetime Viewership Plummets Among Key Advertiser Demographic in January 2025
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MSNBC's primetime lineup experienced its worst January ever in 2025, particularly among the demographic coveted by advertisers. This demographic, typically aged 25-54, is crucial for advertisers looking to reach a younger, more engaged audience. In January, MSNBC managed to attract only 63,000 viewers in this age group during primetime hours (8-11 PM/ET), which placed it at 31st among cable offerings. This significant drop in viewership represents a 53% decrease from the previous year.The decline in viewership is part of a broader trend for MSNBC, which has seen its audience numbers plummet across various metrics. For instance, MSNBC's total viewership in primetime fell to just 630,000, a 63% drop from the previous January. This poor performance is mirrored by CNN, which also saw its viewership in the 25-54 demographic drop to 86,000, a decrease of nearly half from the previous year.
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These ratings are particularly alarming for advertisers who rely on cable news networks to reach specific demographic groups. The demographic aged 25-54 is considered highly valuable because it represents consumers who are more likely to make purchasing decisions and engage with advertised products and services. MSNBC's inability to retain this audience could lead to reduced advertising revenue and a reevaluation of its programming strategy to better cater to this crucial demographic.