According to Kagan, MSNBC’s ad revenue in 2022 is expected to rise to $585.7 million, compared with $573.9 million in 2021. Like its two rivals, MSNBC is expected to take in more advertising than it did last year, potentially as viewers prepare for this year’s midterm elections. All three networks are also expected to lose subscribers in 2022, according to projections by Kagan, a market-research unit that is part of S&P Global Intelligence, as more consumers elect to stop watching linear television and move instead to streaming video on demand.īut there is still new money to fight over. MSNBC saw its viewership of people between 25 and 54 slump 38% in 2021, according to Nielsen figures, compared with declines of 40% for CNN and 35% for Fox News, which retains a larger audience than its two rivals. Like its two main rivals, Fox News Channel and CNN, MSNBC is grappling with shortfalls in viewership in the wake of the 2020 election. program, “Way Too Early,” which is considered a part of overall “Morning Joe” production, is included, viewers will get five hours of politics, news analysis and discussion each weekday. Executives believe that “Morning Joe” has a proven track record of generating bigger audiences than CNN’s morning programs, and will continue to do so in mid-morning as well. Indeed, under the new schedule, MSNBC will produce as many hours of “Morning Joe” during the week as it does “Today,” its flagship A.M. The shifts will give MSNBC viewers four hours of “Morning Joe,” anchored by Joe Scarborough, Mika Brzezinski and Willie Geist, all of whom have been at the program since it launched in 2007, when MSNBC was looking for a way to replace a once-popular morning franchise led by Don Imus. The moves are driven by a desire to give MSNBC viewers more of the pillars of the schedule, which at present are three hours of “Joe” and two hours of Nicolle Wallace’s late afternoon program, “Deadline: The White House.” MSNBC is working to figure out a way to replace the linchpin of its primetime lineup, “The Rachel Maddow Show,” as its host is moving on to tackle a broader content production agreement with NBCUniversal and is likely to pull back on her weekday duties.
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