MSNBC became MS NOW, and while they try to take comfort in routinely spanking CNN, they perennially lose in the ratings to the Fox News Channel. Their strongest stars are Rachel Maddow (only on Monday nights) and Nicolle Wallace in the late afternoon.
Recently, they shook up the lineup with new shows, and these new shows aren’t catching on. New Nielsen numbers show they’re falling off, in some cases with double-digit declines:
— Money, Power & Politics with Stephanie Ruhle airs weekdays from 9 to 11 a.m.) has averaged 710,000 total viewers, a 6 percent decline compared to the 9 a.m.-11 a.m. year-to-date timeslot prior to the lineup change. Among the 25-54 demographic, the program is down 16 percent, averaging 68,000 viewers.
— On the Line with Alicia Menendez (weekdays from noon to 2 p.m.) has averaged 602,000 total viewers, a 5 percent decrease compared to the YTD timeslot prior to the programming remix. Among the 25-54 set, it is down 15 percent, averaging 56,000 viewers.
— The Moment with Katy Tur (weekdays from 2 to 4 p.m.) has averaged 718,000 total viewers, a 5 percent decrease compared to the YTD timeslot prior to the programming changes. Among those aged 25-54, it is down 15 percent, averaging 60,000 viewers.
It isn’t better at night