MSNBC rolled out its revamped daytime lineup on Monday, and it was a less than stellar debut.
Ronan Farrow Daily drew 216,000 total viewers and 46,000 in the key 25-54 demo, losing 7,000 total viewers and a whopping 25,000 demo viewers from lead-in Andrea Mitchell Reports, which was hosted that day by NBC correspondent Kristen Welker. That was down 34 percent in total viewers and 40 percent in the demo from last year, when Mitchell’s show had the 1 p.m. time slot.
Joy Reid’s new program, The Reid Report, followed Farrow’s show at 2 p.m. and averaged 262,000 total viewers, but just 38,000 in the demo. That was equal to half of third-place CNN’s 76,000 viewers. Reid’s show was down 18% in total viewers and 63% in the demo from last year when Tamron Hall held the time slot.
Reid is a favorite of Chris Matthews, but even all of his hyping of her show over the last few weeks couldn’t help what looks to be an ill-conceived move by MSNBC.