Countdown Tops CNN Again, But Rates Better Without Olbermann
MSNBC continues its dominance of CNN during prime time as the 2nd place cable news outlet, while CNN remains ahead during dayside hours (with Fox News dominating in 1st place in both categories).
But a strange thing happened in the first quarter of 2010 – the 8pmET landmark show Countdown fared better without regular host Keith Olbermann than with him.
Olbermann was out all but one day during March before returning Monday due to the illness and death of his father. During that month, with Lawrence O’Donnell serving as the fill-in anchor, Countdown averaged 262,000 in the demo and 1,052,000 in total viewers. In January, the program averaged 1,000 more in the demo but 49,000 less in total viewers. In February, the program had 255,00 in the demo and 963,000 in total viewers. The year-to-year difference was also least in March than January or February. Overall though, the show is down 42% in the demo and 26% in total viewers year-to-year in the quarter.
The March ratings are likely helped by the health care debate, which upped ratings across the board on cable news. And no one would say MSNBC is better off with O’Donnell instead of Olbermann at 8pmET. But it does raise the question whether Olbermann still commands the audience he once did, particularly as Rachel Maddow‘s stock continues to rise (her 9pmET show performed better than Countdown in March – but that was when Olbermann was out).
As for the 2nd place comparisons, MSNBC reached several new milestones. The network beat CNN in total day in the demo during the month of March for the first time since August 2001. Also, it was the first quarter ever that Morning Joe passed CNN’s American Morning in total viewers.
The battle between CNN and MSNBC has really heated up as Fox News is now out of the picture. Look how MSNBC described their win in the release sent out today:
MSNBC beat CNN in primetime in the first quarter of 2010, finishing well ahead of the formerly dominant news network among both total viewers and in the key adult demographic.
Our emphasis added – and what a shot!
Other notes:
• The Ed Show beat The Situation Room at 6pmET for the first time in total viewers during March.
• Hardball‘s repeat at 7pmET beat John King, USA in its first week in total viewers and the demo by more than 20%.
• Besides winning at 8pmET, the Countdown repeast topped Anderson Cooper 360 at 10pmET in the demo in March.
