MS NOW Sees Ratings Gains Ahead Of Programming Changes

BusinessMediaMS NOW Sees Ratings Gains Ahead Of Programming ChangesByMark Joyella,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Mark Joyella is a former broadcast journalist who covers media.Follow AuthorJun 03, 2026, 09:22am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.MS NOW live coverage of Tuesday's primaries in key states like Iowa and CaliforniaMS NOW/VersantLater this month, MS NOW--the cable news network formerly known as MSNBC--will make the first programming changes since its exit from NBC and relaunch as part of parent company Versant. Those changes--across dayside, weekends and in the key weeknight prime time hours--come as MS NOW continues to see significant viewership growth.Ahead of formal ratings data being released later today, the network says it returned double-digit increases in May compared to the same period one year ago, growing 9% among total prime time viewers and 39% among viewers 25-54, the key demographic valued by advertisers.MS NOW’s Morning Joe will report a 14% gain in total viewers and a huge 66% jump among viewers in the key demo, with ratings across total day climbing 12% overall and 39% in the key demo.While MS NOW trails longtime ratings leader Fox News Channel, it has largely cemented its lead over CNN among total viewers, with an average total audience in prime time of 1.3 million viewers.Growth upon growth in first months since breaking from NBCThe hosts of MS NOW's 'The Weeknight'MS NOWMORE FOR YOUMS NOW made some changes immediately after the spinoff from NBC and dropping the MSNBC name it had used since its launch, announcing in September that Jen Psaki would move into prime time at 9 p.m. ET. In January, The Briefing was up 42 percent among total viewers, with an average total audience of 1.074 million viewers. Among viewers 25-54--the key demographic valued by advertisers--Psaki deliv...