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Ratings Achievement! Rachel Maddow’s First Airing Beats Bill O’Reilly’s Re-Broadcast

Cable news ratings, March 4, 2011:

•As a general rule, Fox’s Bill O’Reilly never gets beaten in the overnight ratings. His 8 p.m. show on Friday, for instance, wasn’t even a strong night, but he had 641,000 viewers 25-54 and a total audience of nearly 3 million. His closest competition in the hour is MSBNC’s Lawrence O’Donnell, who had merely 254,000 in the demo and just over one million total viewers. So it’s not much of a fight. That is, unless you look at O’Reilly’s 11 p.m. rebroadcast. Those numbers are usually lower, and just for bragging rights, MSNBC’s Rachel Maddow just barely edged O’Reilly’s repeat in total viewers, 1,218,000 to 1,202,000.

Now comparing Maddow’s 9 p.m. first-run numbers to O’Reilly’s 11 p.m. numbers isn’t an apples-to-apples comparison, and it’s purely for entertainment value. And even in that off-kilter matchup, O’Reilly’s repeat still beat Maddow among viewers 25-54.

•At ten p.m., the tight race between CNN’s Anderson Cooper and Fox’s Greta Van Susteren continues–the two shows were close again Friday, with Van Susteren winning by 18,000 viewers in the demo. But among total viewers, Van Susteren remains far ahead, 1,545,000 to Cooper’s 671,000. Still, the advertiser-coveted demographic of viewers 25-54 is extremely important, and Cooper’s audience is giving him a big lift.

Here’s the full scoreboard:

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

450

Blitzer

138

Matthews

134

Showbiz

41

6 pm Baier

420

Blitzer

132

Live

149

Prime

89

7 pm Shep

411

King, USA

143

Matthews

191

Issues

117

8 pm O’Reilly

641

Special

176

O’Donnell

254

Grace

108

9 pm Hannity

510

Morgan

265

Maddow

364

Missing

75

10 pm Van Susteren

311

Cooper

283

Lockup

192

Behar

68

11 pm O’Reilly

387

Special

249

Lockup

221

Showbiz

93

TOTAL DAY 368 169 176 86
PRIME TIME 488 242 270 84
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

1863

Blitzer

636

Matthews

628

Showbiz

153

6 pm Baier

2094

Blitzer

639

Live

547

Prime

240

7 pm Shep

1731

King, USA

548

Matthews

690

Issues

387

8 pm O’Reilly

2729

Special

443

O’Donnell

1020

Grace

443

9 pm Hannity

1922

Morgan

634

Maddow

1218

Missing

269

10 pm Van Susteren

1545

Cooper

671

Lockup

485

Behar

229

11 pm O’Reilly

1202

Special

492

Lockup

448

Showbiz

199

TOTAL DAY 1381 495 518 226
PRIME TIME 2069 582 908 305
Data by Nielsen Media Research. Live and same day (DVR) data

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