- Accuracy in Media - https://www.aim.org -

Morning Joe Flops in Primetime Experiment

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MSNBC president Phil Griffin apparently thought that taking the flagging Morning Joe program and plopping it into the prime time schedule was going to help solve the network’s ratings woes, but instead it turned into a ratings disaster for the liberal cable news network.

Last Friday, MSNBC aired a two-hour version of Morning Joe at Night, beginning at 8 p.m. and replacing All In with Chris Hayes and the Rachel Maddow Show.  The results were not good. Morning Joe at Night averaged 65,000 viewers in the key demo between 8 and 9 p.m. compared to 87,000 for Hayes the week before. Things improved slightly between 9 and 10 p.m., with Morning Joe averaging 72,000 viewers in the demo, but that was less than half of the 151,000 that Maddow attracted the week before.

If that’s the best idea that Griffin has as to how to fix the problems at MSNBC, he’s even more inept than I thought.