MSNBC: Dampening Viewership Focus on Commentary, Advocacy | Variety
By Brian Steinberg
Has MSNBC leaned too hard on “Lean Forward”? The NBCUniversal outlet has used that slogan since 2010 to portray itself not as the buttoned-down news source it was when it was a joint venture of NBCU and Microsoft, but as a community for progressive discussion that trumps humdrum reportage with advocacy.
Say what you will about the ongoing collapse of the Fourth Estate, but the partisan approach, in which Al Sharpton and others actively push for change, has worked, bringing ratings increases and celebrity status for primetime personalities like Rachel Maddow.
In recent weeks, however, MSNBC ratings have slipped, and leaning forward may be a cause. MSNBC markets itself as a place for discussion and community. Yet when bombs explode at the Boston Marathon or unrest shatters Egypt, viewers want information first, and analysis — even solutions — later, if at all.
For the week ended July 7, MSNBC’s primetime programming captured 14% to 15% fewer viewers between the ages of 25 and 54 — the demographic coveted by sponsors of news programming — than a year earlier, according to Nielsen. In May, MSNBC , which usually plays second only to Fox News, saw its ratings fall behind those of CNN and HLN, too.
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