The kickoff to the year of 2021 was quite a rollercoaster-like week for the United States.
On Jan. 3, there was the release of audio of Donald Trump pressuring the Georgia Secretary of State to help “find” him more votes from the presidential election. Two days later, Georgia was also in focus as it was Election Day there for the runoff races between four candidates vying for two senate seats — at stake was either a continued Republican majority in the U.S. senate or a theoretic Democratic control in a 50-50 split scenario with incoming Vice President Kamala Harris as the tiebreaker. The prime time viewer winner on cable that evening was MSNBC. From 8-11 p.m. ET on Jan. 5, MSNBC’s election coverage with Rachel Maddow, Brian Williams, Nicolle Wallace, Joy Reid and Steve Kornacki drew 4.655 million viewers. Fox News was close behind with 4.35 million; CNN averaged 3.9 million. MSNBC nearly topped CBS (4.68 million) but it, along with its cable news competition, each outdrew the other broadcast networks NBC (3.6 million), ABC (3.4 million) and Fox (1.79 million).
CNN was the No. 1 prime time network (also over broadcast TV) in adults 25-54 with approximately 1.39 million viewers within that key demographic. MSNBC was runner-up (~1.15 million); Fox News (~870,000) trailed behind.
As developments of the two tight races were unfolding in the overnight (and which ultimately led to victories for Democrats Rev. Raphael Warnock and Jon Ossoff), MSNBC remained the most-watched cable news outlet. Here’s the breakdown:
11 p.m.-midnight
- MSNBC: 4.619 million viewers
- CNN: 3.452 million viewers
- Fox News Channel: 3.308 million viewers
Midnight-1 a.m.
- MSNBC: 3.822 million viewers
- CNN: 3.144 million viewers
- Fox News Channel: 1.835 million viewers
1-2 a.m.
- MSNBC: 2.514 million viewers
- CNN: 2.301 million viewers
- Fox News Channel: 1.084 million viewers
2-3 a.m.
- MSNBC: 1.837 million viewers
- CNN: 1.830 million viewers
- Fox News Channel: 0.756 million viewers
Then, the infamous date of Jan. 6, 2021 when the Electoral College vote was to be officially declared by elected government leaders at the U.S. Capitol. While that would eventually occur later that night, the afternoon was marred by the swarm of Trump-supporting invaders of the Capitol building to disrupt the process. Multiple networks broke into covering the surreal chaotic scene — the first time the U.S. Capitol was under siege since 1814 during the War of 1812. CNN was tops, peaking at 10.17 million viewers in the 4-5 p.m. ET hour; the 5-6 p.m. ET drew 10.05 million. Those same two hours were also highly watched for MSNBC (4-6 p.m. ET: 6.41 million) and Fox News (4-5 p.m. ET: 6.53 million; 5-6 p.m. ET: 6.18 million).
Insurrection coverage on the Trump-friendly outlet Newsmax TV posted the following viewer figures: 0.80 million (noon-2 p.m.), 1.02 million (2-5 p.m.), 1.22 million (5-6 p.m.), 1.045 million (6-7 p.m.), 1.03 million (for “Greg Kelly Reports” 7-8 p.m.) and 0.77 million (for “Stinchfield” 8-9:30 p.m.).
Advancing to prime time, as Washington D.C. implemented a curfew, tougher security via the National Guard arrived at the Capitol, and debates among senators and congressmembers were able to resume, the Big-3 broadcast networks (ABC, CBS, NBC) preempted its regular schedule to report on the events of the day. Yet, cable news continued to be a more popular destination for up-to-date information; two of those outlets led all of television in viewership. From 8-11 p.m. Eastern, CNN averaged 8.42 million viewers and MSNBC 7.64 million. MSNBC’s broadcast parent NBC posted 5.82 million, followed by Fox News (4.7 million) and ABC (3.84 million). CBS’s special report coverage from 9-11 p.m. ET averaged 2.23 million.
CNBC’s “The News with Shepard Smith”, which had aired from 7-9 p.m., drew 345,000 viewers; approximately 100,000 more than its nightly average from recent weeks.
The calendar turned from 2020 to 2021 last week, and the three cable news channels still remained popular but it was ESPN, which featured the College Football Playoff on New Year’s Day, that led all cable networks in all key figures (total viewers and demos). In total day (6 p.m. to 5:59 a.m.) data for the week ending Jan. 3, 2021, according to Nielsen Media Research, CNN was runner-up to ESPN in total viewers (1.25 million, to ESPN’s 2.43 million) but topped cable news. The annual New Year’s Eve Live coverage from Times Square on CNN with Anderson Cooper and Andy Cohen reached an all-time high (since its 2001 initial special) with 3.364 million viewers — a near-doubling of its year-ago audience (1.727 million from Dec. 31, 2019; +95 percent year over year).
The third and fourth place spots on all of cable were Fox News Channel (1.13 million) and MSNBC (1.015 million).
In full, here are the cable news prime time averages for Dec. 28, 2020-Jan. 3, 2021:
Total Day (6 a.m.-5:59 a.m.)
- Fox News Channel: 1.293 million viewers; 180,000 adults 25-54
- CNN: 1.252 million viewers; 297,000 adults 25-54
- MSNBC: 1.282 million viewers; 155,000 adults 25-54
Prime Time (Dec. 28-Jan. 2 @ 8-11 p.m.; Jan. 3 @ 7-11 p.m.)
- Fox News Channel: 1.771 million viewers; 249,000 adults 25-54
- CNN: 1.594 million viewers; 406,000 adults 25-54
- MSNBC: 1.430 million viewers; 218,000 adults 25-54
Top 10 most-watched cable news programs in total viewers:
1. New Year’s Eve Live with Anderson Cooper and Andy Cohen (CNN, Thu. 12/31/2020 8:00 PM, 270 min.) 3.364 million viewers
2. Tucker Carlson Tonight (FOXNC, Tue. 12/29/2020 8:00 PM, 60 min.) 2.830 million viewers
3. Rachel Maddow Show (MSNBC, Wed. 12/30/2020 9:00 PM, 60 min.) 2.794 million viewers
4. Tucker Carlson Tonight (FOXNC, Mon. 12/28/2020 8:00 PM, 60 min.) 2.768 million viewers
5. Rachel Maddow Show (MSNBC, Mon. 12/28/2020 9:00 PM, 60 min.) 2.681 million viewers
6. Rachel Maddow Show (MSNBC, Tue. 12/29/2020 9:00 PM, 60 min.) 2.629 million viewers
7. The Five (FOXNC, Wed. 12/30/2020 5:00 PM, 60 min.) 2.598 million viewers
8. Tucker Carlson Tonight (FOXNC, Wed. 12/30/2020 8:00 PM, 60 min.) 2.536 million viewers
9. The Five (FOXNC, Tue. 12/29/2020 5:00 PM, 60 min.) 2.526 million viewers
10. New Year’s Eve Live with Brooke Baldwin and Don Lemon (CNN, Thu. 12/31/2020 12:30 AM, 60 min.) 2.522 million viewers
Top 10 cable news programs (and the top MSNBC and Fox News program and its associated rank) among adults 25-54:
1. New Year’s Eve Live with Anderson Cooper and Andy Cohen (CNN, Thu. 12/31/2020 8:00 PM, 270 min.) 1.205 million adults 25-54
2. New Year’s Eve Live with Brooke Baldwin and Don Lemon (CNN, Thu. 12/31/2020 12:30 AM, 60 min.) 0.953 million adults 25-54
3. Situation Room (CNN, Mon. 12/28/2020 6:00 PM, 60 min.) 0.531 million adults 25-54
4. Erin Burnett Outfront (CNN, Mon. 12/28/2020 7:00 PM, 60 min.) 0.515 million adults 25-54
5. Situation Room (CNN, Tue. 12/29/2020 5:00 PM, 60 min.) 0.497 million adults 25-54
6. CNN Newsroom (CNN, Sun. 1/3/2021 8:00 PM, 60 min.) 0.488 million adults 25-54
7. Situation Room (CNN, Mon. 12/28/2020 5:00 PM, 60 min.) 0.486 million adults 25-54
8. CNN Newsroom (CNN, Sun. 1/3/2021 6:00 PM, 60 min.) 0.464 million adults 25-54
9. CNN Newsroom (CNN, Sun. 1/3/2021 7:00 PM, 60 min.) 0.463 million adults 25-54
10. Situation Room (CNN, Tue. 12/29/2020 6:00 PM, 60 min.) 0.456 million adults 25-54
17. Rachel Maddow Show (MSNBC, Tue. 12/29/2020 9:00 PM, 60 min.) 0.427 million adults 25-54
30. Tucker Carlson Tonight (FOXNC, Tue. 12/29/2020 8:00 PM, 60 min.) 0.394 million adults 25-54
