Once a flagship program for the network, MSNBC’s Morning Joe is facing its toughest test yet as viewers continue to tune out in droves. The ratings for the morning talk show hit new lows this week, further straining its position amid upheaval at parent company Comcast.
On Tuesday, Nielsen reported that Morning Joe attracted just 680,000 total viewers, a 12 percent drop from Monday’s broadcast. The program also struggled in the highly sought-after demographic of adults aged 25-54, drawing only 86,000 viewers — another 12 percent decline.
The figures mark a steep 38 percent drop in total audience and a 37 percent decline in the key demo compared to the show’s average for 2024. Tuesday’s broadcast was the third-lowest-rated of the year according to The Independent.
The timing couldn’t be worse for the long-running program hosted by Joe Scarborough and Mika Brzezinski. On Wednesday, Comcast announced plans to spin off much of NBCUniversal’s cable channel lineup, including MSNBC and CNBC, as part of a strategic pivot to adapt to the ongoing trend of cord-cutting. Mark Lazarus, the present chairman of NBCUniversal Media Group, is set to become the CEO of the new company.
Lazarus stressed the benefits of this move on Wednesday, stating, “As a standalone company with these outstanding assets, we will be better positioned to serve our audiences and drive shareholder returns in this incredibly dynamic media environment across news, sports and entertainment.” […]
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