For the second time this year, Rachel Maddow pulled off a weekly ratings win against Fox News in the critical 25-54 demographic that advertisers prefer.
MSNBC has been enjoying a bit of boost with daily breaking coverage of Chris Christie’s BridgeGate scandal. And thanks to Christie’s determination to impede the investigation the story just keeps getting prolonged which, of course, provides more opportunities for MSNBC to rake in the ratings.
Rachel Maddow is one of the prime beneficiaries of this situation. She was the first cable newsie to report on Christie’s bullying tactics and she has consistently broken new developments. As result she is seeing her ratings spike significantly.
Making this even more significant is the fact that Maddow is beating Megyn Kelly, who was promoted to her prime time slot specifically to try to capture more of the younger audience that Maddow is drawing. For her to have another weekly win so soon may be a warning flag that Kelly isn’t appealing to the audience that Fox intended. In fact, Kelly may just be exacerbating Fox’s older skewing, predominantly male audience who tune in for the titillation that Fox deliberately exploits.
In addition to Maddow’s numbers, Chris Matthews has also been bumped up. He beat his Fox competition, Greta Van Susteren, for the week as well. It is clear that having substantive reporting that viewers find valuable is the most effective way of building an audience. And MSNBC should strive to more of that. Or they could try the Fox model of just making shit up that feeds the prejudices of low-information viewers. That seems to work too.