For Q1 2010, CNN reports it outperformed MSNBC in both total day (M-Su/6a-6a) and nearly doubled MSNBC during the day (M-F/9a-5p) among total viewers and adults 25-54. During the quarter — in total day, CNN averaged 507k total viewers, a 27% advantage over MSNBC’s 398k, and posted 150k in the demo 25-54, 9% more than MSNBC’s 137k.
During non-opinion programming (M-F 9a until 5p) in head-to-head comparisons, CNN attracted 578k total viewers and 139k among adults 25-54, easily topping MSNBC’s 305k and 74k respectively. MSNBC placed 4th or 5th each hour of the day during the first quarter among adults 25-54.
Compared to the prior quarter (Q4 2009), CNN grew its audience across several dayparts, including total day, dayside (M-F 9a-5p) and M-F and M-Su primetime. In total day, CNN is up 6% in total viewers and increased 11% in the demo adults 25-54; during dayside, CNN rose 3% and 5% respectively; in weekday primetime (M-F) the network is essentially even in total viewers and increased 6% in adults 25-54; and during M-Su primetime the network was up 3% in total viewers and grew 8% in 25-54.
Q1 program highlights:
CNN’s AC 360 outperformed MSNBC’s Countdown at 10p among total viewers (728k vs. 598k) and adults 25-54 (227k vs. 197k)
American Morning outperformed 4th place Morning Joe in adults 25-54 (133k vs. 108k)
Rick’s List topped MSNBC Live at 3p among total viewers (596k vs. 306k) and adults 25-54 (132k vs, 72k) and Dylan Radigan at 4p among total viewers (624k vs. 322k) and adults 25-54 (128k vs. 76k)
Situation Room bested Hardball at 5p among total viewers (661k vs. 525k) and adults 25-54 (149k vs. 96k), The Ed Show at 6p among total viewers (618k vs. 547k) and adults 25-54 (156k vs. 116k) and Hardball at 7p among total viewers and adults 25-54 (157k vs. 151k).