Joy Reid’s primetime program on MSNBC finished the second quarter of 2022 with its smallest quarterly audience since the launch of the show in 2020.
ReidOut, they say it’s called, averaged 1.1 million viewers during the quarter and just 122,000 in the advertiser-coveted demographic of adults aged 25 to 54.
Despite airing at 7 pm, a traditionally strong time slot for MSNBC, Reid’s program failed to rank among the top 20 shows in cable news.
On Friday, Reid ranked 34th, behind something on CNN called “At This Hour.”
Cable News Demo Rankings Fri Jul 1
1⃣@TheFive @GregGutfeld @JudgeJeanine @DagenMcDowell* @Johnny_Joey* @JessicaTarlov
— RoadMN 📈 (@RoadMN) July 5, 2022
In 2020, MSNBC had hoped that Reid would one day turn into a needle-mover in the ratings after she replaced Chris Matthews. She hasn’t. Instead, Reid has proven the opposite, good only for headlines that are embarrassing even for MSNBC.
Here are a few notables:
— The Hill (@thehill) November 4, 2020
This isn’t accurate. The margin in Florida was 537 votes (538 is the number of electoral college voters); the SCOTUS didn’t reverse the 2000 election (Bush always led in every count). https://t.co/oVREnnu6nT
— Jake Tapper (@jaketapper) November 10, 2020
Reid’s recent struggles at 7 pm come at an inopportune time as the network doesn’t have Rachel Maddow to pick up the pace at 9 pm on a daily basis anymore.
The network has struggled to maintain reach since Maddow moved to a one-day per week format earlier this year. MSNBC hopes newly named successor Alex Wagner is the answer. But based on Wagner’s fill-in dates, she is far from a solution.
If MSNBC goes into the fall with the primetime lineup of Chris Hayes (8 pm), Wagner (9 pm), and Lawrence O’Donnell (10 pm), it could cede ground to CNN. Already, CNN has seen spikes at 7 pm as viewers turn the channel on Reid.
The strongest indication of MSNBC’s faith in Reid will come on election night this fall. MSNBC has featured Reid in the lead analyst role for election nights in 2020 and 2021. As expected, she embarrassed herself both years. Take a look:
MSNBC's Joy Reid says "Education" is "code for white parents don't like the idea of teaching about race." pic.twitter.com/Y6QMAnklRy
— Tristan Justice (@JusticeTristan) November 3, 2021
Hmm. We struggle to understand why her show is tanking, losing viewers by the quarter. It must be the bigoted American viewers.
Prediction: ReidOut will break its new record-low this current quarter. You can do it, Joy. Just keep being you.