CNN decided to up the ante in its battle for second place in the cable news ratings wars by taking out a full-page ad in The New York Times. CNN boasted about the network’s morning program New Day beating Morning Joe in total audience for four straight months, and sister network HLN’s Morning Express beating Scarborough in the demo for nine straight months.
That didn’t sit well with Scarborough, who tweeted the following, aimed at CNN president and CEO Jeff Zucker.
Sorry, Jeff. More people have watched Morning Joe than CNN for 5 years in a row. Headline News? It's not even close. Good luck in year 6.
— Joe Scarborough (@JoeNBC) January 29, 2015 
While it’s true that Morning Joe has won the total audience race, it’s also a bit deceiving since New Day has been on the air for just 18 months and has beaten Scarborough in the all-important demo for seven straight months. What’s even worse is that Morning Joe has fallen to fourth place behind HLN’s Morning Express in the demo, something that Scarborough ignores.
Scarborough may try to put a happy face on the situation, but the fact remains that in the last year, Morning Joe has fallen from the 28th highest-rated cable news program in the demo to 47th place, underscoring the growing irrelevancy of MSNBC.