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CNN’s Piers Morgan Adds To Growing Lead Over MSNBC’s Rachel Maddow

Cable news ratings, March 23, 2011:

•With just a week left in March, CNN’s Piers Morgan is on pace to pass MSNBC’s Rachel Maddow and take second place in the 9 p.m. hour for the entire month, a significant victory for CNN, and a blow to MSNBC’s reformatted primetime lineup (February was Maddow’s thirteenth consecutive month beating CNN among viewers 25-54). On Wednesday night, Piers Morgan Tonight beat Maddow among viewers 25-54 and total viewers, as Morgan continued to benefit both from CNN’s higher-than-normal ratings of late and MSNBC’s overall weakness. For the month, Morgan leads Maddow significantly in the demo, 408,000 to 343,000.

Fox’s Sean Hannity remains solidly in first place in the 9 p.m. hour, but an intriguing battle is underway in the Pacific time zone, when Hannity, Maddow and Morgan all go head to head at midnight ET/9 p.m. PT. In that hour, it’s far tighter between first and second place, with Hannity in front (339,000) but Morgan close behind (308,000). Maddow is far off in third place (196,000).

•At 10 p.m., Fox’s Greta Van Susteren reclaimed first place among viewers 25-54 with a win Wednesday night over CNN’s Anderson Cooper. Cooper, riding high ratings amid intense coverage of Libya and Japan, had won the hour (in the demo) for eight days. Wednesday night, Van Susteren won with 462,000 viewers 25-54, comfortably ahead of Cooper’s 384,000. MSNBC’s Ed Schultz was third with 235,000.

Here’s the full scoreboard:

TV NEWS RATINGS: 25-54 DEMOGRAPHIC (L +SD)
Fox News CNN MSNBC CNN Headline News
5 pm Beck

558

Blitzer

298

Matthews

132

Showbiz

96

6 pm Baier

508

Blitzer

261

Live

110

Prime

87

7 pm Shep

549

King, USA

265

Matthews

137

Issues

96

8 pm O’Reilly

837

InTheArena

194

O’Donnell

178

Grace

128

9 pm Hannity

534

Morgan

324

Maddow

313

Missing

59

10 pm Van Susteren

462

Cooper

384

Schultz

235

Behar

133

11 pm O’Reilly

491

Cooper

382

O’Donnell

177

Showbiz

117

TOTAL DAY 406 259 124 111
PRIME TIME 611 301 242 103
Data by Nielsen Media Research. Live and same day (DVR) data.
TV NEWS RATINGS: TOTAL VIEWERS (L +SD)
Fox News CNN MSNBC CNN Headline News
5 pm Beck

2165

Blitzer

899

Matthews

605

Showbiz

309

6 pm Baier

2176

Blitzer

775

Live

539

Prime

284

7 pm Shep

1978

King, USA

734

Matthews

572

Issues

351

8 pm O’Reilly

3230

InTheArena

622

O’Donnell

868

Grace

532

9 pm Hannity

2181

Morgan

1154

Maddow

1031

Missing

300

10 pm Van Susteren

1939

Cooper

1045

Schultz

900

Behar

404

11 pm O’Reilly

1304

Cooper

817

O’Donnell

455

Showbiz

329

TOTAL DAY 1492 733 470 298
PRIME TIME 2450 940 935 403
Data by Nielsen Media Research. Live and same day (DVR) data

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