Something Suspicious Happened To MSNBC as stars fled and millions of fans turned away, but the desperate move to save the day confirmed all suspicions.
MSNBC announced a bold programming shake-up as the liberal news network grapples with plummeting ratings and the departure of key stars.
For President elect Donald Trump‘s first 100 days in office, primetime anchor Rachel Maddow will host her show five nights a week as the network attempts to reclaim its once-dominant position in the cable news sphere.
The channel has rated a solid third when placed next to rivals CNN and Fox.
In the 25-54 demographic, MSNBC averaged 55,000 in December, compared to 114,000 in December 2023, while CNN averaged 69,000, compared to 108,000. Fox News averaged 292,000, compared to 214,000 a year earlier.
But execs hope the new schedule might help stem the loss of viewers. The new schedule will see Maddow temporarily hosting her show every weeknight at 9pm.
The move comes months after the CEO is said to have slashed Maddow’s pay by some $5million, after she agreed to stay with the network for another five years.
She had reportedly been earning a $30million salary for her weekly show – the second highest paid anchor in television news after Sean Hannity at Fox News who pulls in $45million.
The schedule marks a huge increase in on-air time for Maddow following her reduced schedule of just presenting one night a week – each Monday and costing the network about $500,000 an episode.
MSNBC is battling plummeting ratings but its new schedule will see Rachel Maddow, pictured, temporarily hosting her show every weeknight at 9pm during Donald Trump’s first 100 days
During Trump’s first term in office, Maddow’s clout was considerable with her incisive commentary and rigorous reporting anchoring the network’s identity
Through April 30, Alex Wagner, pictured, who has served as Maddow’s successor on Tuesdays through Fridays, will pivot to field reporting
Maddow made the decision to scale back in 2021 following the signing of a lucrative contract that allowed her to focus on other ventures, including podcasts and documentaries.
But MSNBC execs hope Trump’s return to the White House will reignite viewer interest in left-wing politics.
In December, the boss of the media firm that oversees MSNBC said that he wanted more Republican voices on the network – and to move more opinion content out of primetime along with cuts to some high-profile presenters’ pay.
SpinCo CEO Mark Lazarus expressed his desire for a new direction as the network looks to shed the perception of liberal bias at MSNBC.
The network’s ratings have been in free fall since President Joe Biden won the 2020 election, with audiences tuning out as the frenetic pace of Trump-era news coverage gave way to comparatively subdued headlines.
CEO Mark Lazarus has promised ‘a new growth trajectory’ for not only MSNBC, but all the channels in his stable – with MSNBC in the midst of a post-elections ratings slump.
From the day after the 2024 election, MSNBC has averaged around 603,000 total viewers in primetime.
The reasons for the drop are being widely debated, with many laying blame on viewers being deterred by the outcome of the election.
SpinCo CEO Mark Lazarus has expressed his desire for the new direction several times last year as he looks to shed the perception of liberal bias at MSNBC
Maddow earns $25 million a year at MSNBC even though she only goes on the air once a week – but she will be on five nights a week from next Monday until the end of April
Maddow’s viewership last peaked in 2020, but has declined rapidly since the 2024 election
Among other changes is a new fact-checking segment to be hosted by Chris Hayes called, ‘Here Is What Is True’
Last month, Maddow reportedly became enraged when her MSNBC Morning Joe colleagues Joe Scarborough and Mika Brzezinskifor visited Trump at Mar-a-Lago.
Lazarus has already made it clear the network should welcome all sorts of voices, the sources have said.
During Trump’s first term in office, Maddow’s clout was considerable with her incisive commentary and rigorous reporting anchoring the network’s identity.
But her reduced schedule in recent years has left a void that executives have struggled to fill.
While Maddow continues to draw large audiences on her limited appearances, her absence from nightly programming has coincided with an overall decline in viewership, raising questions about MSNBC’s dependence on her star power.
According to Nielsen data, the 9pm time slot, once a bastion of progressive commentary, has been especially hard-hit, underscoring the stakes of Maddow’s full-time return.
Through April 30, Alex Wagner, who has served as Maddow’s successor on Tuesdays through Fridays, will pivot to field reporting.
Her assignment will be to chronicle the immediate impacts of Trump’s policies on the electorate.
The decision signals a recalibration of Wagner’s role, positioning her as a journalistic counterweight to Maddow’s analysis-driven approach.
Last month, Maddow reportedly became enraged when her Morning Joe colleagues Joe Scarborough and Mika Brzezinskifor visited Trump at Mar-a-Lago.
Maddow, along with other hosts at the troubled network, called the move by the married co-hosts ‘opportunistic.’
‘They have lost a lot of credibility. Rachel Maddow is pissed at them as are other presenters like Chris Hayes and Ari Melber. They are so frustrated,’ an unnamed MSNBC journalist said.
MSNBC disputed the report, claiming that Maddow hasn’t said anything on air or off air about Scarborough and Brzezinski meeting with Trump.
MSNBC has suffered a major slump in ratings since Donald Trump won the 2024 Presidential Election as conservative Fox continues to gain viewers
Fox boasted that ‘more Independents and Democrats continue to tune in’ its network, while others continue to struggle ahead of Trump’s second term
‘Any insinuation otherwise is merely speculative and not from a source who is familiar with the matter,’ a network spokesperson said.
The network’s struggles are emblematic of a challenging media landscape in general.
As streaming platforms siphon off traditional TV audiences and political polarization deepens, MSNBC faces the dual challenge of retaining its core viewers while attracting new ones.
The Maddow gambit, while high-profile, is far from a guaranteed solution.
In addition to Maddow’s expanded role, MSNBC has also introduced other programming changes aimed at bolstering its credibility and appeal.
Over at Fox, Neil Cavuto’s departure marks the end of an era for the network’s straight-news programming and signals the channel’s continued tilt toward opinion-driven content
Conservative pundit Will Cain, known for his combative style on Fox & Friends will take over the 4pm weekday slot, replacing Neil Cavuto
Notably, Chris Hayes will debut a fact-checking segment titled ‘Here Is What Is True,’ in an effort to combat misinformation and reaffirm the network’s commitment to evidence-based journalism.
MSNBC is not the only network recalibrating in the face of shifting political winds.
On the other end of the political spectrum, Fox News announced its own programming shuffle on Monday.
Conservative pundit Will Cain, known for his combative style on Fox & Friends will take over the 4pm weekday slot, replacing Neil Cavuto.
Cavuto’s departure marks the end of an era for Fox’s straight-news programming and signals the network’s continued tilt toward opinion-driven content.
