In 2017, MSNBC had its best year ever, increasing its prime-time viewing by 550,000 viewers compared with the previous year. In 2017, MSNBC was the third-most-watched cable network in prime time. In the first quarter of 2018, MSNBC was the second-most-watched cable network in both prime time and broadcast day. CNN also ranks in the top 10 with audience delivery among cable networks.
Traditional television is facing competition from streaming video, social media and other platforms, so you can expect television to be all-in on all things Trump for the foreseeable future because that's where the viewers are.
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Fox News finished 2017 as the most-watched cable network in all of TV for the second consecutive year, with an average of 1.5 million viewers, up 8% over last year. MSNBC finished third among all cable competition with 890,000 viewers, up 48% to a new high, while CNN finished sixth with 783,000, up 4%.
Most impressively, all three news networks improved on the record viewing levels achieved in 2016, a year bolstered by an epic presidential election campaign. Cable news channels traditionally expect an audience decline following an election year, but the unpredictability of the Trump White House generated interest, passion and anger that kept audiences tuned in throughout 2017.
“The polarization of the Trump administration has turned people who might not have followed the news quite as deeply or quite as long into news junkies,” said former CNN President Jon Klein, who is now chief executive at online video company TAPP Media. “You can’t outdo the Trump era for drama. The real world is now delivering what every screenwriter can only hope to deliver.”
The addictive don’t-blink-or-you’ll-miss-something narrative of the Trump White House was powerful enough to pull viewers away from the general entertainment cable networks.
Most of top cable entertainment networks — including USA Network, TNT, TBS, AMC, FX, Freeform, Lifetime, Spike and SyFy — saw their audiences decline compared with last year, according to Nielsen data.
“Everybody was massively surprised at the strength of news ratings this year,” said Howard Shimmel, chief researcher for Turner, the Time Warner division that operates TBS, TNT and CNN.
“Based on the norms of every other post-election year there should have been a decline of 15% or 20%,” he said. “It’s no doubt that for some demographics news is almost original reality programming and its popularity is eroding other genres. We’ve never lived through the times that we’re currently living through.”
MSNBC gained ground by serving as the home for viewers dedicated to resisting Trump’s policies, led by its progressive prime-time star Rachel Maddow. The NBCUniversal-owned channel saw a staggering 51% year-to-year audience increase in prime time, lifting the average to 1.6 million viewers.
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