MSNBC’s desperate move to save ratings as stars flee and ratings tank

The fledgling Democratic-leaning cable network MSNBC is at a crucial crossroads as it grapples with declining ratings and the departure of key stars, prompting a bold programming overhaul.

As the network attempts to regain its once dominant position in cable news, the channel revealed in an urgent announcement that Rachel Maddow’s broadcast schedule will be expanded.

The network is in a solid third place behind rivals CNN and Fox.

In the 25-54 demographic, MSNBC averaged 55,000 in December, up from 114,000 in December 2023, while CNN averaged 69,000, up from 108,000. Fox News averaged 292,000, up from 214,000 a year earlier.

But executives hope the new schedule can help stem the loss of viewers. Under the new schedule, Maddow will temporarily host her eponymous show every weeknight at 9 p.m. during Donald Trump’s first 100 days in office.

The move comes months after the CEO reportedly cut Rachel Maddow’s salary by about $5 million after she agreed to stay with the network for another five years.

She reportedly earned a salary of $30 million for her weekly show – the second-highest paid anchor in television news, after Fox News’ Sean Hannity, who raked in $45 million.

It marks a huge increase in air time for Maddow from her reduced schedule of presenting just one night a week – every Monday, which costs the network about $500,000 per episode.

She made the decision in 2021 after signing a lucrative contract that allowed her to focus on other ventures, including podcasts and documentaries.

But MSNBC executives hope Trump’s return to the White House will reignite viewers’ interest in politics.

In December, the boss of the media company that oversees MSNBC said he wanted more Republican voices on the network — and to move more opinion content out of prime time, along with cuts to the salaries of some high-profile anchors.

SpinCo CEO Mark Lazarus expressed his desire for a new direction for what the network looks like to throw off perception of liberal bias at MSNBC.

The network’s ratings have been in freefall since President Joe Biden won the 2020 election, with audiences dropping off as the frenetic pace of Trump-era reporting gave way to relatively subdued headlines.

CEO Mark Lazarus has promised “a new growth trajectory” not just for MSNBC, but for all the channels in its stable – with MSNBC in the midst of a post-election ratings slump.

As of the day after the 2024 election, MSNBC is averaging about 603,000 primetime viewers.

The reasons for the decline are widely debated, with many blaming viewers turned off by the election outcome.

Lazarus has already made it clear that the network should welcome all types of voices, the sources said.

During Trump’s first term, Maddow’s influence was significant, with her incisive commentary and rigorous reporting anchoring the network’s identity.

But her more limited schedule in recent years has left a void that executives have struggled to fill.

While Maddow continues to draw large audiences with her limited appearances, her absence from nightly programming coincides with an overall decline in viewership, raising questions about MSNBC’s dependence on her star power.

According to Nielsen data, the 9 p.m. time slot, once a bastion of progressive commentary, has been particularly hard hit, underscoring the stakes of Maddow’s full-time return.

Through April 30, Alex Wagner, who succeeds Maddow from Tuesday to Friday, will focus on field reporting.

Her assignment will be to map the immediate impact of Trump’s policies on the electorate.

The decision heralds a recalibration of Wagner’s role and positions her as a journalistic counterbalance to Maddow’s analysis-driven approach.

Last month, Maddow reportedly became enraged when her Morning Joe co-stars Joe Scarborough and Mika Brzezinski 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 mad at them, as are other hosts like Chris Hayes and Ari Melber. They are so frustrated,” said an unnamed MSNBC journalist.

MSNBC disputed the report, claiming that Maddow said nothing on air or on air about Scarborough and Brzezinski’s meeting with Trump.

“Any other insinuation is purely speculative and not from a source familiar with the matter,” a network spokesperson said.

The network’s struggles are emblematic of a challenging media landscape at large.

As streaming platforms siphon away 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 intended to increase its credibility and appeal.

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 isn’t the only network recalibrating in light of the changing 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 weekday 4 p.m. slot, replacing Neil Cavuto.

Cavuto’s departure marks the end of an era for Fox’s direct news programming and signals the network’s continued focus on opinion-driven content.