Two months into her new 9 p.m. ET timeslot on MSNBC, Jen Psaki's show, 'The Briefing with Jen Psaki,' is struggling to match the viewership of its predecessor, 'The Rachel Maddow Show,' and even 'Alex Wagner Tonight' from the previous year. While Psaki's show is MSNBC's No. 3 most-watched daily program and No. 2 in the demo, it trails Fox News' 'Hannity' significantly and CNN's 'The Source with Kaitlan Collins' in the advertiser-coveted 25-54 demographic.
MSNBC’s Psaki struggles to fill Maddow’s lofty shoes, trails CNN in key demo through two months in new slot
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TL;DR: Key points with love ❤️Two months into her new 9 p.m. ET timeslot on MSNBC, Jen Psaki's show, 'The Briefing with Jen Psaki,' is struggling to match the viewership of its predecessor, 'The Rachel Maddow Show,' and even 'Alex Wagner Tonight' from the previous year. While Psaki's show is MSNBC's No. 3 most-watched daily program and No. 2 in the demo, it trails Fox News' 'Hannity' significantly and CNN's 'The Source with Kaitlan Collins' in the advertiser-coveted 25-54 demographic.
Trending- 1 Earlier this year: MSNBC announces programming changes.
- 2 May 6: 'The Briefing with Jen Psaki' debuts in the 9 p.m. ET timeslot (Tuesday-Friday).
- 3 May 6 - July 3: Ratings data collected and analyzed for Psaki's first two months.
- 4 May: 'The Briefing' averages 973,000 total viewers.
- 5 June: 'The Briefing' averages over one million total viewers (8% uptick).
- MSNBC's 9 p.m. ET timeslot viewership has decreased compared to previous years.
- Psaki's show trails competitors in key demographics, though it has shown some month-over-month improvement and is a top program for MSNBC.
What: Jen Psaki's MSNBC show, 'The Briefing,' is underperforming in ratings compared to previous occupants of its 9 p.m. ET timeslot and competitors like Fox News and CNN in key demographics.
When: Two months into her new slot (May 6 debut through July 3); programming changes announced 'earlier this year'; Psaki served as press secretary from January 2021 until May 2022.
Where: United States (cable news market).
Why: Rachel Maddow's reduced schedule (only airing on Mondays) created a void. Psaki's show launched amidst a news cycle unfavorable to former Biden officials, including anticipation for a book questioning President Biden's fitness for office.
How: Nielsen Media Research data was used to compare viewership numbers for 'The Briefing with Jen Psaki' against 'The Rachel Maddow Show,' 'Alex Wagner Tonight,' 'Hannity,' and 'The Source with Kaitlan Collins' across various demographics.