In an effort to address significant ratings declines, MSNBC has announced that Rachel Maddow will temporarily return to hosting her show five nights a week.
This strategic decision, effective January 20, 2025, aims to stabilize the network’s position in the competitive cable news market after a challenging post-election period.
Decline in Viewership Following the 2024 Election
MSNBC has experienced a steep drop in viewership since the 2024 presidential election. Overall ratings have decreased by 47%, with primetime viewership suffering a 52% decline. The loss has been particularly pronounced in the 25-54 age demographic—a key audience for advertisers.
Adding to the network’s troubles, “Morning Joe,” a flagship morning program, faced backlash after its hosts, Joe Scarborough and Mika Brzezinski, held a widely criticized meeting with President-elect Donald Trump. The controversy contributed to a 15% overall ratings drop for the show and a 41% decline in the 25-54 demographic, compounding the network’s difficulties.
Rachel Maddow’s Return: A Temporary Boost
To mitigate these challenges, MSNBC is banking on Rachel Maddow’s proven appeal. Maddow will host “The Rachel Maddow Show” from Monday to Friday during the first 100 days of the Trump administration. Known for her incisive analysis and dedicated audience, Maddow’s return is expected to draw viewers back to the network during this pivotal political period.
Maddow initially reduced her hosting duties to one night per week in 2022 to focus on other projects. Despite this limited schedule, her influence and ratings impact remained significant, making her full-time return a calculated move to revitalize the network’s audience.
Strategic Considerations for MSNBC
This decision reflects MSNBC’s efforts to leverage its most prominent talent during a critical time. Maddow’s credibility and popularity are expected to attract both viewers and advertisers, helping the network recover from its recent struggles.
After Maddow’s temporary return ends on April 30, 2025, Alex Wagner, who has been filling in as host, will resume her Tuesday-to-Friday schedule. This transition highlights MSNBC’s intent to balance its programming strategy by utilizing its deep bench of talent.
The “Morning Joe” Controversy
The challenges facing MSNBC extend beyond primetime. “Morning Joe,” once a cornerstone of the network’s lineup, has seen its reputation and viewership erode. The program’s hosts have been criticized for their meeting with President-elect Trump, which many viewed as compromising their journalistic integrity. This controversy has further strained the network’s relationship with its audience.
Looking Ahead: A Crucial Period for MSNBC
As the political landscape grows increasingly dynamic, MSNBC’s reliance on Maddow underscores the importance of trusted, high-profile talent in the cable news industry. While it remains uncertain whether Maddow’s return will fully reverse the network’s ratings decline, her temporary five-night schedule signals MSNBC’s commitment to adapting to viewer expectations.
By doubling down on Maddow’s strengths, MSNBC is striving to rebuild its credibility and attract a larger audience during a time when political coverage is at the forefront of national interest. The network’s ability to navigate these challenges will be critical to its long-term success.