MSNBC's rating slide appears to be picking up steam, fueling worries at the liberal network about a shakeup in which "everything" is "on the table," reports say.
According to Politico, the network sunk to its lowest full-day rating in nearly a decade Tuesday, with a puny average of 55,000 viewers in the all-important 25-to-54 year-old demographic.
It was the lowest ratio since July 2005, Politico reports, citing Nielsen ratings provided by an industry source.
CNN had nearly three times as many viewers in the same demographic, while Fox News commanded nearly five times as many, Politico reports.
One of the poorest performers in the network's lineup was Ronan Farrow's show, which bowed last year; on Tuesday, it brought in just 11,000 viewers in the key demographic.
The Wrap reports the show may face cancellation.
For the month of January, MSNBC's ratings were down 20 percent in total and 37 percent in the key demographic compared with the previous year. In primetime, total viewership was down 23 percent, while the demographic dropped by 39 percent, Politico reports.
The writing is on the wall, The Wrap reports.
Network President Phil Griffin is in the process of deciding what potential changes to make, including tinkering with primetime, The Wrap reports, citing multiple unnamed sources.
Poor-performer "All In" with Chris Hayes — now airing in a coveted timeslot for cable news, at 8 p.m. ET – might get nudged to a different time, though it's not clear who would replace Hayes if he gets yanked from 8 p.m., The Wrap reports.
In January, Hayes finished third behind Fox News’ "The O’Reilly Factor" and CNN’s "Anderson Cooper 360″ in both total viewers and the demo. Among MSNBC shows, he finished third, behind Rachel Maddow and Chris Matthews, The Wrap reports.
The ripple effect may be affecting Maddow’s 9 p.m. program too, The Wrap reports; in January, "The Rachel Maddow Show" was down 50 percent in the key demographic demo from last year.
"Ronan [Farrow] and Joy [Reid] — something has to change there," The Wrap quoted one source saying, adding many within MSNBC believe one of the two will see their shows canceled soon.
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