Is it too soon for the MSNBC requiem?

The new numbers are in, and left-wing media continues its dive into the abyss of irrelevancy.  It should not be surprising that MSNBC is taking one of the hardest hits. No news outlet has fueled Trump hatred with bogus propaganda narratives more than MSNBC. They have been the leader among the major news organizations in aligning with the Trump Resistance Movement that has attempted to bring the 45^th/47^th President down at every turn – surpassing even the efforts of ABC, CBS, NBC, CNN, New York Times, Washington Post, The Atlantic and others.

It may be too early to publish an obituary for MSNBC, but not too early to prepare a draft.

According to the latest rating numbers, MSNBC is floundering – unable to attract viewers.  In fact, the network has been losing audience since President Trump won the 2024 election – especially in the all-important 25 to 54 age demographics.  In May, MSNBC lost 41 percent of the 25/54 demo in prime time over May of 2024.  Among the younger audience, MSNBC was pulling in a prime time average of 73,000 viewers – and only 49,000 over the course of the day. In terms of total audience demographics, the network lost 33 percent over 2024 and 24 percent in prime time.

Whatever MSNBC has done to end the free fall, it has not worked. 

Ironically, the new team on Saturday morning’s “The Weekend” – with Jonathan Capehart, Eugene Daniels, and Jackie Alemany — is the only change that is doing better than the predecessors in the time slot — Symone Sanders Townsend, Michael Steele and Alicia Mendez.  That means that MSNBC took the old Saturday morning crew — with limited shelf appeal — and switched them to prime time.

Recycling the “Weekend” team to prime time has resulted in an immediate 13 percent drop in average viewership in that time slot, Joy Reid once held it – and her numbers were not good.  When compared to 2024, the drop was 36 percent or a loss of 430,000 viewers.

Putting former Biden Press Secretary Jen Psaki in the spot once held by Alex Wagner –and was temporarily assumed by MSNBC’s top talent, Rachel Maddow, for the first 100 days of the Trump administration — has not gone well.  “The Briefing with Jen Psaki” immediately lost 47 percent of the Maddow audience.  Since returning to her Monday-only gig, Maddow’s viewership has dropped 24 percent compared to this time in 2024.

In addition to ratings, MSNBC is going through a number of disruptive changes. 

MSNBC has had a recent change in leadership, with Rebecca Kutler replacing 12-year veteran Rashida Jones.  The passing of the torch has resulted in recent changes in programming. The most notable initial change was the firing of prime timer Joy Reid.  But none of the changes have stemmed MSNBC’s precipitous decline.

In another major change, NBC is spinning off its MSNBC “Rosemary’s Baby” subsidiary.  The cable network will become part of a new company, Versant –sharing the platform with such shows as CNBC, USA Network, Oxygen, E!, SYFY, and the Golf Channel, as well as digital offerings such as Fandango and Rotten Tomatoes.

Due to the spin off, MSNBC will be losing the best person on its payroll – numbers guru Steve Kornacki.  He will be staying with NBC.   Despite the leftward lean of the station, Kornacki has produced the best and most unbiased election coverage among all media. Now there is even less reason to turn to MSNBC for political and especially election night coverage. (I have praised Kornacki in past commentaries – and even suggested that FOX pay him whatever it takes to bring him into the “FOX and Friends” network.)  

There are reports that another prime timer is about to bolt from MSNBC.  Ari Melber is said to be casting about for a new home – possibly looking to set up his own media enterprise.  While Melber is a comfortable fit philosophically with MSNBC’s radical left propaganda, he has a more appealing personality.  His departure would leave MSNBC’s prime time to the more strident left-wingers, such as hyper pompous Lawrence O’Donnell and smarmy Nicole Wallace.  If MSNBC were serious about its audience, canning those two would help.

Cable Competitors

Just to put things in perspective, here is a look at the latest ratings for CNN and FOX.

CNN also lost ground with viewers, but not as bad as MSNBC – but then they were already languishing in third place among the major cable outfits.  The once dominant Ted Turner network lost 24 percent of its daily viewers and 27 percent in the 25/54 demographic.  In terms of overall viewership, CNN dropped 18 percent.

And once again, FOX widens its lead over its competitors.  It shot up 23 percent in May.  FOX is home to all of the top-rated shows – besting MSNBC and CNN in all 12 of the top shows.

CNN and MSNBC are both on the losing end of the ratings.  But it is MSNBC that faces the roughest times in the future as it struggles with restructuring and reorganizing.  The Daily Mail headline says it all.  “Fresh embarrassment for struggling MSNBC as new line up leads to disastrous ratings drop.”

It appears that the new head of MSNBC has no idea how to pull the network out of its freefall.   They can change programs and personalities, but unless they change the one-sided agenda, they will still be searching for the bottom.

So, there ‘tis.