Rachel Maddow, the popular MSNBC host, recently returned from a nearly two-month-long hiatus. She revealed to viewers that she is going to be taking more time off and she will only go on air once a week now.
Maddow only hosts “The Rachel Maddow Show” once a week and this has failed to attract viewers, especially in the critical demographic.
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The New York Post reported:
MSNBC’s key 9 p.m. ET primetime weeknight slot has been mired in a rating slump since The Rachel Maddow show shifted to a once-per-week format, according to Nielsen data. Since the start of the month, the left-leaning network has aired MSNBC Prime in the critical time slot four nights per week– with its star anchor Maddow taking the reins to host her show only Mondays.
That shift has coincided with a downturn in MSNBC’s primetime ratings–especially among viewers in a key advertising demographic. MSNBC Prime has averaged about 1.2 million viewers since its debut on May 3, down from the 1.7 million viewers Maddow averaged on her show before the shift to a once-per-week broadcast.
Among adults aged 25-54, a key segment for advertisers, MSNBC Prime is averaging just 114,000 viewers per night. That number is a 47% decline from Maddox’s once-per-week show has ever aged about 2 million viewers since May 2, according to Nielsen data.
During a segment on her show last month, she announced that starting in May, she will only host her show once a week while she continues to work on “other projects”
Maddow is paid approximately $30 million per year and only hosts her show once a week. Her show is plummeting in the ratings, which is costing the network money.
Media critic Jeffrey McCall believes MSNBC executives are very concerned about Maddow only hosting her show once a week and how the ratings keep falling.
“MSNBC execs have to be concerned by this weak primetime showing. Maddox’s show has for a long time been a tent pole for MSNBC’s entire evening, delivering audiences for the 9 p.m. hour, but also boosting viewership in the hours before and after,” McCall said.
“With Trump out of office for almost a year and a half now, it is hard to generate ratings by raging about Trump. Further, with the multiple policy problems of the Biden administration, it is difficult to generate a left-leaning audience to watch the daily parade of bad news about inflation, crime, international turmoil, and so on, even when there is a left-of-center spin on those topics,” he said.”
“Those left-leaning viewers are just choosing to avoid news programming these days, even in venues that are sympathetic to the Biden administration.”
He added, “Sensible viewers see more practical problems right in front of them every day in gas prices, inflation, sinking retirement accounts, baby formula shortages, and the list goes on.”
MSNBC just hired former White House Press Secretary Jen Psaki, fueling the rumors that she could one day replace Maddow.