MSNBC Dayside Delivers Biggest Total Audience Since 2012 Election

By: Caryn Robbins Aug. 02, 2016

MSNBC continued to surpass ratings records and deliver significantly higher year-to-year growth than its cable news competitors for the month of July 2016.

The success of MSNBC's strategic shift to breaking news in the daytime hit new highs: MSNBC dayside programming (M-F, 9am-5pm) delivered its biggest total viewer audience since the last presidential election (November 2012) and biggest A25-54 demo audience in over three years (since January 2013). Among total viewers, MSNBC dayside posted year-to-year gains of 117% vs. July 2015, far outpacing both CNN (88%) and Fox News (47%). Among the key A25-54 demo, MSNBC dayside grew by 192% vs. July 2015, more than doubling the demo growth of CNN (93%) and tripling that of Fox News (58%).

"Morning Joe" again delivered the biggest total viewer audience for the 6-9am timeslot in MSNBC's 20 year history-- breaking the previous records of the past two months and beating CNN's "New Day" for the 17th straight month. The influential morning show was up 68% in both total viewers and the A25-54 demo vs. July 15, ahead of FOX News' growth (41% in total viewers and 33% in A25-54).

MSNBC weekday primetime (M-F, 8-11pm) posted its best demo ratings delivery since November 2012, with gains of 206% over July 2015 (compared to 74% for FOX News). In total viewers, MSNBC prime coverage was up 134% and marked its largest total audience since October 2012.

During primetime coverage of the 2016 Democratic National Convention (July 25 - 28), MSNBC consistently topped FOX News, ABC, and CBS across the board, drawing an average of 3.8 million total viewers and 1.1 million A25-54 viewers. MSNBC's primetime coverage of the Republican National Convention (July 18-21) grew an impressive 34% in total viewers and 32% in the demo compared to 2012. For both conventions, more Americans turned to NBC News and MSNBC combined than any other broadcast or cable television network.