MSNBC’s Psaki Falls Behind: Overtaken by Paw Patrol, Friends, and Seinfeld Reruns

MSNBC’s new primetime venture, “The Briefing” hosted by former White House Press Secretary Jen Psaki, is hitting some turbulent waters right from the start. The show, which premiered in the coveted 9 p.m. slot, saw a rather steep dip in its viewership numbers as early as its second episode. According to Nielsen data, reported by Fox News, the show’s audience in the key advertising demographic of ages 25 to 54 plummeted from 139,000 on its first night to just 65,000 on the second.

Overall viewership was also not spared, dropping from 1.2 million to a flat 1 million. Such a decline has pushed “The Briefing” not only behind other cable news shows but also trailing syndications like “Friends,” “Seinfeld,” and even “Paw Patrol.” MSNBC had replaced Rachel Maddow with Psaki to rejuvenate their primetime lineup, but the move seems less than triumphant with a 53% drop in viewership.

Fox News’ Sean Hannity continues to dominate the 9 p.m. slot, pulling in 2.64 million viewers, with 312,000 in the 25-54 demographic, far outpacing Psaki’s performance. Even CNN, despite its recent struggles, saw Kaitlan Collins drawing 75,000 viewers in the same age bracket, still ahead of Psaki’s second night on air. While MSNBC has heavily promoted Psaki’s show as the successor to the high-performing Maddow, the initial reception hasn’t met expectations.

Rachel Maddow, who now hosts only on Monday nights, had previously praised Psaki, highlighting her Washington experience as a strength. However, Maddow’s consistent audience of nearly 2 million and strong demographic performance seems a tough act to follow. Despite the rough start, Psaki’s show leans heavily into partisan topics and themes, with Psaki herself describing a potential second Trump term as “the most dangerous presidency in my lifetime.”

Psaki also aims to spotlight progressive figures like Rep. Maxwell Frost (D-FL) and Michigan state Sen. Mallory McMorrow, but whether this will attract more viewers remains uncertain. As it stands, MSNBC has not commented on the show’s early ratings or indicated any plans for changes. The network may choose to ride out the storm or re-evaluate Psaki’s presence in primetime.

“The Briefing” marks Psaki’s first foray into a nightly program since her departure from the Biden-Harris administration in May 2022. Before this, she contributed to MSNBC and hosted a Sunday show. The 9 p.m. slot remains fiercely competitive, with networks vying for ratings to draw advertisers, and Psaki’s current numbers aren’t quite hitting the mark.

While Psaki’s show struggles to gain traction, her focus on left-leaning narratives continues. This includes public statements and segments that may resonate with a specific audience but haven’t broadened her appeal yet. With a competitive landscape and a discerning audience, Psaki’s show has an uphill battle to climb.

The initial promotion and positioning of “The Briefing” as a major primetime player face challenges, with the early ratings indicating a need for strategic adjustments. Whether Psaki’s approach will evolve to capture a wider audience or remain niche is yet to be seen. For now, Psaki’s show sits behind both its cable news competitors and even some classic sitcom reruns.

MSNBC’s decision to invest in Psaki’s program will be closely watched, especially if the current trend in viewership persists. In the fast-paced world of cable news, maintaining relevance and audience interest is crucial. The show’s future may depend on its ability to adapt and resonate more broadly with viewers.

Psaki’s credentials and familiarity with Washington’s political landscape were initially touted as strengths, yet translating these into strong viewership numbers is proving complex. Whether her deep dives into partisan themes will eventually pay off remains an open question. The network’s response to the early ratings slump will be pivotal in shaping the show’s trajectory.

In the meantime, Psaki’s tenure as a host will be under scrutiny, with industry observers watching for any shifts in content or strategy. As cable news continues to evolve, “The Briefing” has a chance to find its footing, but time and audience patience may not be unlimited. The dynamic and competitive nature of primetime TV requires shows to quickly capture and retain viewer interest.

Despite the initial hurdles, Psaki remains steadfast in her approach, embracing her role and the challenges that come with it. The coming weeks and months will be critical for the show’s development and its place in the primetime lineup. Networks are constantly adjusting to audience preferences, and Psaki’s show is no exception.

MSNBC’s faith in Psaki’s potential as a primetime host will be tested as the show navigates its early challenges. The ratings dip serves as a reminder of the competitive stakes in cable news. As the network considers its options, the viewer response will ultimately guide the show’s direction and future prospects.