MSNBC is grappling with a dramatic viewership decline following President-elect Donald Trump’s historic victory. In October, MSNBC averaged 1.1 million viewers, but that number plunged to 736,000 in the days after the election. This 31% drop coincided with a 61% surge for Fox News, reflecting a shift in viewer loyalty.
Primetime ratings took an even harder hit. Programs like Alex Wagner Tonight and The Last Word with Lawrence O’Donnell averaged 1.8 million viewers in October but saw a 54% decline to just 808,000 since election night. Fox News, by contrast, enjoyed a 58% primetime increase, capitalizing on public interest in the post-election narrative.
These numbers are concerning for MSNBC’s long-term strategy. Year-to-date, the network is down 26% overall and has lost 57% of its key 25-54 demographic during primetime—an advertiser’s most coveted audience. Analysts point to growing dissatisfaction with MSNBC’s tone and editorial stance, particularly under hosts like Joy Reid.
A longtime TV news executive told Fox that even liberal viewers are tuning out, frustrated by what they see as condescending rhetoric. Sharon Waxman of The Wrap criticized the network for failing to capture the electorate’s mood, describing their post-election commentary as “claptrap.”
MSNBC now faces a significant challenge in retaining its core audience. As the political landscape shifts, Fox News continues to dominate conservative viewers, while MSNBC struggles to redefine its identity. With such steep declines, the network’s leadership must grapple with how to stay competitive in a polarized media environment.
MSNBC’s recent ratings collapse reflects broader issues plaguing corporate media: declining trust and dissatisfaction with overtly partisan narratives. Many Americans, weary of perceived propaganda and far-left ideologies, are increasingly skeptical of mainstream outlets. According to polls, confidence in media institutions is at historic lows, with audiences rejecting what they see as biased reporting and elitist attitudes.
This distrust is especially evident in primetime, where hosts like Joy Reid have been criticized for divisive rhetoric. As Sharon Waxman noted, MSNBC’s failure to gauge public sentiment underscores its disconnection from the electorate.
Fox News’ surge, contrasting with MSNBC’s downturn, highlights a shift toward outlets perceived as more aligned with public concerns. This dynamic signals trouble for networks unable to adapt to changing viewer expectations. Moving forward, MSNBC must grapple with these realities to regain relevance in an increasingly fragmented media landscape.
The challenge extends beyond ratings; it’s about restoring credibility in a market where trust is the ultimate currency.
MSNBC’s coverage of the 2024 election polls has faced criticism for its reliance on questionable polling data. Leading up to the election, many networks, including MSNBC, consistently projected a close race between President-elect Donald Trump and Vice President Kamala Harris. However, the election resulted in a decisive Republican landslide, leaving many to question the accuracy and motives behind the polling.
Critics argue that the media’s insistence on a tight contest was less about accurate forecasting and more about driving voter engagement through sensationalism. Polls cited by MSNBC often oversampled demographics favorable to Democrats while underrepresenting key Republican-leaning voter blocs. This misrepresentation not only skewed public perception but also raised concerns about whether media outlets were more focused on shaping narratives than reflecting reality.
The aftermath of the election has only deepened distrust in mainstream media. Many voters, particularly conservatives, feel that the polling data was used as a tool of propaganda, designed to demoralize Republican voters and create a false sense of momentum for the Democratic campaign. The stark contrast between pre-election predictions and the actual results has left MSNBC scrambling to defend its editorial decisions and regain credibility.
The discrepancy has drawn attention to the broader issue of media accountability. Some analysts suggest that the network’s coverage revealed a bias towards maintaining its progressive audience base, even at the expense of journalistic integrity. Sharon Waxman of The Wrap highlighted how MSNBC and others failed to accurately assess the electorate’s mood, contributing to their post-election credibility crisis.
Fox News, which gained 61% more viewers in the same period, benefited from a different approach. The network’s polling analysis was perceived as more attuned to the sentiments of the electorate, aligning with the ultimate election outcome. This has only widened the trust gap between conservative viewers and liberal-leaning networks like MSNBC.
The fallout from the election coverage underscores a growing demand for transparency and accuracy in political reporting. As MSNBC struggles to address its declining viewership, it must confront the public’s perception that its polling narratives were part of a broader agenda. Whether the network can adapt and rebuild trust remains to be seen, but the consequences of this misstep will likely influence its coverage strategy in future elections.
Ultimately, the 2024 election has highlighted the need for media outlets to prioritize fair and balanced reporting over ideological leanings. The stakes for public trust in journalism have never been higher, and networks that fail to meet these expectations risk further alienation in an increasingly divided media landscape.
