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MSNBC’s recent addition, Jen Psaki, faced significant challenges in her Wednesday night broadcast. After her show’s debut on Tuesday, she experienced a steep decline in audience numbers during her second episode.
Psaki began hosting The Briefing in the 9 p.m. ET timeslot, a coveted position previously occupied by The Rachel Maddow Show, which typically airs only on Mondays now. Maddow had been presenting her show five nights a week during Donald Trump’s first 100 days in office but has since returned to a more limited weekly schedule.
The seasoned communicator, who previously served as press secretary for President Joe Biden, premiered The Briefing with promising numbers. The show’s initial airing attracted approximately 1.2 million viewers, including 139,000 viewers in the critical demographic of adults aged 25-54.
However, things took a turn for the worse the following day. The second episode of The Briefing saw viewership drop to just over one million total viewers, which represented a staggering loss of more than 53% of its demo audience within a single day. Among the 18-49 demographic, the decline was even more pronounced, plummeting to just 37,000 viewers from 113,000.
By comparison, last week under Maddow’s direction, the 9 p.m. timeslot boasted an average of 1.9 million viewers overall, with 141,000 in the key demographic. Psaki’s second episode, therefore, reflected a 46% decrease in total viewership and a 54% drop in the audience aged 25-54.
On Wednesday, the data indicated that Psaki’s program was outperformed by an astonishing 38 different cable news options in the sought-after demographic. This included not only prominent shows on the Fox News Channel but also several broadcasts from CNN and other MSNBC offerings.
To highlight the severity of the situation, Psaki’s episode attracted fewer viewers than reruns of popular sitcoms like Friends, Seinfeld, and Everybody Loves Raymond. Even children’s programming, such as Paw Patrol, saw higher ratings than her broadcast.
Moreover, Psaki’s performance did not contribute positively to her colleagues in primetime. The ratings for MSNBC’s 8-11 p.m. programming on Wednesdays reached their lowest point since January 8. This was particularly notable considering it coincided with Biden’s presidency.
The situation further prompts reflections on the network’s overall strategy. With Psaki struggling to capture an audience, MSNBC is likely reevaluating its programming decisions. It marks a significant moment in the network’s history, as it contemplates the effectiveness of its newest primetime host.
This noteworthy dip in viewership raises questions about the show’s content and appeal. Viewers may be seeking more than just political commentary, as engaging narratives often drive cable success. Analysts suggest Psaki will need to adapt her approach in subsequent episodes to resonate more with her target audience.
Psaki’s experience as Biden’s press secretary from 2021 until May 2022 provided her with valuable insights into the political landscape. However, delivering captivating television requires a different skill set—one that leans toward engaging storytelling and less on straight political analysis.
As audiences continue to evolve in their viewing preferences, the cable landscape remains highly competitive. With a plethora of options available, maintaining audience interest becomes paramount for any show. In this context, Psaki faces an uphill battle to regain lost viewers.
Furthermore, there are compelling implications for network executives considering how to position their star personalities within the current ratings climate. The challenges faced by The Briefing could ultimately influence future decisions regarding not only Psaki’s role but also the overall scheduling structure of the network.
It remains to be seen how she will approach the upcoming episodes in light of this recent feedback. The prospect of modifying her presentation style or tweaking her content strategy could play a vital role in her future success. As it stands now, time is of the essence for Jen Psaki to pivot her show in a direction that can recapture the attention of audiences once lost.
