Rachel Maddow is experiencing some huge growth in viewership as the ratings for the midnight (ET) replay of her nightly MSNBC show are up 70% with younger viewers.
According to MSNBC’s press release on their November ratings, “In the key 25-54 demo, MSNBC saw double-digit growth for “Morning Joe” up 10% and MSNBC Live with Thomas Roberts up 27%. The Rachel Maddow Show was up a staggering 70% at 12a and The Last Word with Lawrence O’Donnell was up 61% at 1a. Since premiering in September, MTP Daily is up 10% over MSNBC Live.”
What is interesting is that Maddow finished third with these same viewers during her original 9 PM airing, but her viewership skyrocketed in November for the midnight replay.
Fox News had a very strong month, but compared to November 2014, ratings were flat or down, “In the daytime, Fox was flat in viewers and down 11 percent in the demo. In primetime, FNC was down 8 percent in viewers and 14 percent in demo viewers.”
Because of the Paris terror attacks, CNN’s total day viewership rose 26%, but their gains look small when compared to the growth that Maddow’s replay is experiencing.
Younger viewers (age 25-54) flocked to Maddow’s show during a busy November. The fact that Maddow has seen such an uptick at midnight suggests that viewers may have been tuning in to catch up on The Rachel Maddow show before bed.
While Fox News continues to struggle to build the next generation of younger viewers, Rachel Maddow’s show is becoming must check in with television when news happens.
A 70% viewership increase is impressive, and it demonstrates the power of Rachel Maddow as a media voice.