MSNBC’s Psaki Struggles to Fill Maddow’s Lofty Shoes, Trails CNN in Key Demo Through Two Months in New Slot
Since stepping into the role of host for “The Briefing” on MSNBC, Jen Psaki, who previously served as the White House press secretary, has encountered a complex landscape marked by both anticipation and fierce competition. Taking over the coveted 9 p.m. ET timeslot previously held by Rachel Maddow, she is navigating a significant transition within the network’s lineup, and early ratings indicate a challenging start.
Ratings Performance of “The Briefing”
Launch on May 6, 2025, “The Briefing” has averaged about 1.1 million total viewers by early July, which signifies a stark 44% drop compared to the 1.8 million who tuned in for Maddow’s program before her departure. While expectations were not set for Psaki to match Maddow’s ratings right away, the show has also lapsed below the average of 1.2 million viewers garnered by Alex Wagner, who occupied the same timeslot last year.
One of the most concerning statistics for MSNBC is Psaki’s performance in key demographics. Her viewership in the sought-after 25-54 age bracket has only attracted 90,000 viewers, contrasting sharply with Wagner’s numbers of 123,000 in the same demo a year ago. This critical metric is essential for advertisers and reflects the show’s performance against competitors in a crowded cable news market.
Comparative Competition in Cable News
In the increasingly competitive landscape of evening cable news, Jen Psaki’s numbers are disappointing when positioned alongside other leading programs. For instance, Fox News’ “Hannity” remains at the forefront, averaging a striking 2.9 million viewers, which highlights the uphill battle “The Briefing” faces. Additionally, CNN’s evening program, “The Source,” has outperformed Psaki’s efforts with 543,000 viewers—particularly revealing when key demographics are considered.
Competition Highlights:
Fox News’ “Hannity”: 2.9 million viewers
CNN’s “The Source”: 543,000 viewers (though Psaki outperformed this in total viewers)
Key demographic struggles for Psaki: Only 90,000 in the 25-54 age range
Viewership Trends and Future Prospects
Despite the initial struggles, there are indications of a potential upswing in “The Briefing’s” viewership. In June, the program recorded an 8% increase in total viewers compared to May, suggesting a gradual, albeit modest, recovery. However, overcoming the challenges associated with a significant ratings decline remains crucial for establishing a steady audience and reputation in the competitive lineup of MSNBC.
Network insiders are somewhat optimistic, pointing out that “The Briefing” has emerged as the second most-watched daily program on MSNBC, even amid broader declines in the network’s overall viewership. Finding a unique voice and perspective that resonates with audiences will be vital in the months to come as Psaki aims to differentiate her show within the rapidly evolving media landscape.
Conclusion
As Jen Psaki enters her third month hosting “The Briefing,” the next few weeks will be essential for determining whether she can adapt to the demands of the 9 p.m. ET timeslot and cultivate a meaningful connection with both existing and new audiences. There is a potential waiting to be unlocked, but success in this competitive environment is imperative for the longevity and relevance of her program. Keep an eye on this evolving narrative as the landscape of cable news continues to shift.
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