Rachel Maddow Ratings Double, Regularly Top Larry King's In The Demo

New York Times:

Rachel Maddow, a woman who does not own a television set, has done something that is virtually unheard of: she has doubled the audience for a cable news channel's 9 p.m. hour in a matter of days.

More important for her bosses at MSNBC is that "The Rachel Maddow Show," her left-leaning news and commentary program, has averaged a higher rating among 25- to 54-year-olds than "Larry King Live" on CNN for 13 of the 25 nights she has been host. While the average total audience of her program remains slightly smaller than that of Mr. King's, Ms. Maddow, 35, has made MSNBC competitive in that time slot for the first time in a decade. The channel at that hour has an average viewership of 1.7 million since she started on Sept. 8, compared with 800,000 before.

Given that advertising dollars -- and the reputations of networks -- rise and fall on prime-time ratings, Ms. Maddow's rise has been closely watched by media executives.

"I'm pinching myself," said Phil Griffin, the president of MSNBC, who used to caution that it "takes two or three years for a show to find its audience." That was certainly true for Keith Olbermann, whose five-year-old "Countdown" program at 8 p.m. (which leads into Ms. Maddow's program) now beats CNN in the 25-to-54-year-old demographic segment every evening.

Read the whole story: New York Times

Comments

[BOin08]

There was not a bigger Rachel fan when she first come on the scene last month, but she's beginning to lose my interest. Reminds me of a lobster dinner-the first few bites are delicious, but the sweet taste wears thin quickly and I wish I ordered the steak and potatoes instead. Tighten up the show Rach, get rid of the sanctimonious winks and know-it-all attitude before you start to sound like Keith. AND remember-you're our smart girl. Stick to the intelectual argument.

[shep65]

Every night my wife and I watch Keith and Rachel. This would not be unusual except that until this election cycle my wife really did not take the time to sit down and watch too much TV. Now from 7 to 9PM its Keith and Rachel. The only thing I think Rachel could do to improve the show is ditch Pat Buchanan. Pat's time has come and gone and in my opinion he really does not add anything to the show.
I bet the villians at Fox News hair is about to catch fire that Keith and Rachel are our rating them in the 24 to 50 year old demographic. Come to think of it, it would be nice to see Bill and Sean's hair actually catch on fire!

[nowalnuts]

I love Rachel Maddow but when Pat's on her show it drives me crazy! He was fighting over what Biden said about a crisis and he pounded it for 6 minutes. Rachel mentioned that in history presidents have been tested early on so it wasn't something to freak out about.

How come no one in the news has mentioned that Colin Powell said this same thing while he was endorsing Obama? He said looking at what happened during the early stages of the Bush and Clinton years they were both tested and that there will be a crisis on in Jan when Obama takes over that we don't know about now.

I see a direct correlation between Colin Powell saying this sunday morning and Joe Biden saying a similar remark sunday night. Why doesn't anyone else??? Playing the minute clip of Powell saying this might have shut up Pat and I would have been really happy for that! Were people too excited by his endorsing Obama that they forgot he said this only hours before Biden spoke? We all know Biden listened to Powell speak that morning and yet no one is jumping on the Powell statement in anger or conversely using it to defend Joe.

[raker]

I despise cable news and cable punditry, but there was nothing on so I tried Rachel Maddow. She's fantastic. Love her on Air America, and love her more on TV.

[brownforall]

Its too bad I cant pick up Air America but I get to watch her show every night!

[Carolab]

Why is Rachel running the entire Sarah Palin "interview" with Brian Williams on her show tonight--with follow-up by Pat Buchanan, no less?

[searchingforzen]

I really enjoy Rachel Maddow's show. For two hours I get to decompress with like-minded people. I think she and Keith are just different enough in style to compliment each other. I enjoy seeing someone who can smile, is intelligent and witty. There's way too much anger for me these days...Rac­hel is a ray of good humor and civility. Keep it up Rachel, I look forward to your show every evening!

[nellie]

Oct 22:

Rachel's radio show today was awesome. I can't believe how much news she covered. If I ever decide to get tv again, watching her MSNBC show will be one of the major reasons.

[BOin08]

just the kind of fans MSNBC seems to be attracting-the ones without TV's. Nice.

[Carolab]

You must be kidding. That bit at the end about why Dems "lose", complete with a quote from her "pal" Tucker Carlson, was it for me. Then, adding insult to injury, tonight's show features Palin's Brian Williams interview with Pat Buchanan. I always thought that Maddow was a "fence-sitter" when she was on Air America and that's why I rarely listened to her show. Methinks Rachel has sold her soul and will do anything MSNBC wants her to do.

[Nutri1Max]

Oh no! A bit of reality during a partisan show? I love Rachel and Keith, but they are almost guilty pleasures since they are preaching so much to the converted. Rachel was just talking about what is happening out there and why we should be very careful if we don't want to lose this election..­. you may not have noticed, but we are very good at that.

[BOin08]

Keith needs to give up his time slot to Rach...her ratings earned the swap. And you know Rachel wouldn't waste one second talking about Plain's wardrobe..­..how sexist of MSNBC to cover that non-story today. What about McCain's suits? How much did the RNC spend on HIS clothes?

[Carolab]

If Keith gave up his time slot to Rachel we wouldn't have ANY truth on the air. Keith gave Rachel this chance. And, in my opinion, she is NO Keith Olbermann. I'll continue to watch Keith, in both evening time slots, and forgo Maddow from here on out.

[JazzPuff]

I think that Chris, KETIH and Rachel are definite assest to MSNBC, they are giving REAL truth to the news, with honesty, humor and reality injected. Don't give up watching just because she is NO Keith. Watch BECAUSE she is no Keith.

[Nutri1Max]

How is $150k of pure hypocrisy sexist and a non-story? When a woman builds her image as the Queen of Small Town Values and then runs up that kind of budget in CLOTHES(!!)-- paid for by someone else no less, it definitely is a story.

[pilgrim7]

No way. Keith is a cult hero. No Keith, no more MSNBC for us.

[mercuryguy]

I love both Keith and Rachel. They are good for the Progressive Movement!!

[InedaName]

Thake that, Dan Abrams! HahahahaHAAAAA!!!!

[cariintexas]

I really enjoy Rachel and Keith. They are the only two with any guts and courage on MSNBC. I would enjoy it a lot more if she would dump buchanan.

[swift goat pet for truth]

I wish they would scrap her show.

THEN give her both the Mourning Joe slot (three hours) AND Meet the Press.

[wendynyc]

She's cute and she's sarcastic and she's witty - so refreshing!

[TN]

I enjoy Keith more. I find her show a little boring.

[Foucek]

They are a great team....bo­t I love Keiths special comments most it lowers my blood pressure.

[heyabbott]

She's adorable! What a breath of fresh air; her attitude, her quest for the truth, her sense of humor and above all her kind, kind heart make a wonderful foil to CNN's stick-in-the-mud approach to the news. MSNBC scored a real coup with Rachel, she provides the most enjoyable hour of commentary on the tube.