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Wednesday Ratings: Ed Schultz Sinks To Fourth Place At 8 p.m.

By Nando Di FinoOct 27th, 2011, 5:35 pm

Just three days after moving into his new time slot, Ed Schultz dropped to fourth place in the 25-54 year-old demo at 8 p.m. on Wednesday, falling behind Bill O’Reilly, Anderson Cooper, and Nancy Grace. The 178,000 viewers he attracted in the demo at 8:00 also registered as the lowest-rated show on MSNBC that night. Schultz even lost to his repeat at 11:00, which drew 209,000 viewers and finished second in the time slot (again, behind O’Reilly). The man who swapped spots with Schultz and took his slot at 10:00, Lawrence O’Donnell, had MSNBC’s highest demo ratings of the night, attracting 278,000 viewers.

Other nuggets from the Wednesday night schedule:

  • Cooper’s 205,000 viewers in the demo gave CNN a second-place finish at 8 p.m., its only finish not in third or fourth all night.
  • In intra-FOX news, Sean Hannity pulled in 620,000 viewers, dangerously close to O’Reilly’s 625,000.
  • MSNBC finished in second place in every time slot except for 8 p.m., when Schultz ranked fourth. To his credit, Schultz had the highest amount of total viewers for any non-FOX show. And he was one of only two non-FOX shows to pull over one million total viewers on the night (the other was Rachel Maddow).
  • A day after pulling in a miserable 67,000 viewers in the demo at 7 p.m., Erin Burnett jumped over Jane Velez-Mitchell into third in the time slot, scoring 144,000.

    • Here are the complete cable news ratings for Wednesday night:

  • TV NEWS RATINGS: 25-54 DEMOGRAPHIC (L +SD)
    Fox News CNN MSNBC CNN Headline News
    5 pm The5 

    328

    		 Blitzer 

    127

    		 Matthews 

    180

    		 Special 

    92
    6 pm Baier 

    357

    		 King, USA 

    122

    		 Sharpton 

    198

    		 Prime 

    146
    7 pm Shep 

    354

    		 Burnett 

    144

    		 Matthews 

    194

    		 Issues 

    110
    8 pm O’Reilly 

    625

    		 Cooper 

    205

    		 Schultz 

    178

    		 Grace 

    187
    9 pm Hannity 

    620

    		 Piers 

    213

    		 Maddow 

    251

    		 Dr. Drew 

    182
    10 pm Van Susteren 

    482

    		 Cooper 

    235

    		 O’Donnell 

    278

    		 Behar 

    166
    11 pm O’Reilly 

    500

    		 Burnett 

    145

    		 Schultz 

    209

    		 Showbiz 

    132
    TOTAL DAY 302 134 138 106
    PRIME TIME 577 217 237 178
    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 The5 

    1,546

    		 Blitzer 

    520

    		 Matthews 

    775

    		 Special 

    360
    6 pm Baier 

    2,129

    		 King, USA 

    380

    		 Sharpton 

    716

    		 Prime
    403
    7 pm Shep 

    1,836

    		 Burnett 

    489

    		 Matthews 

    820

    		 Issues 

    395
    8 pm O’Reilly 

    3,390

    		 Cooper 

    564

    		 Schultz 

    1,029

    		 Grace 

    612
    9 pm Hannity 

    2,507

    		 Piers 

    670

    		 Maddow 

    1,025

    		 DrDrew 

    670
    10 pm Greta 

    1,874

    		 Cooper 

    631

    		 O’Donnell
    970    		 Behar 

    584
    11 pm O’Reilly 

    1,307

    		 Burnett 

    388

    		 Schultz
    549    		 Showbiz 

    417
    TOTAL DAY 1,218 415 472 320
    PRIME TIME 2,595 621 1,009 617
    Data by Nielsen Media Research. Live and same day (DVR) data

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