MSNBC Ratings Plummet After Announcing Rebranding to MS NOW

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In an attempt that some are referring to as a final push to boost flagging audience numbers, MSNBC is undergoing a drastic makeover, renaming itself as MS NOW (My Source News Opinion World). This transformation is part of Comcast’s spin-off of several cable channels into the new company, Versant, which is headed by Mark Lazarus. However, instead of breathing new life into the network, the rebrand seems to have coincided with another dip in MSNBC’s ratings, further fueling speculation about a network struggling to remain current and relevant.

Rebrand Under Fire, Not a Ratings Salve

On August 18, 2025, it was announced that MS NOW would undergo a rebrand, marking a fresh start distinct from NBC and its traditional brand identity. As stated by the CEO of Versant, the simplified name aims to reflect the brand’s commitment to being a go-to source for domestic and global breaking news as well as top-tier opinion journalism.

During the week of August 11th, Nielsen data showed a decrease rather than an increase in audiences. Specifically, there was a 3% drop in prime-time viewers to approximately 797,000 and a more significant decline of 5% in total-day viewership, bringing the number down to about 497,000. The demographic aged between 25 and 54 also experienced an 8% decrease during the day, while only recording a minor increase of 1% during prime time.

In the meantime, rival networks saw an increase: Fox News experienced a 2% boost in prime-time viewers and a 4% rise during regular hours; CNN also saw growth, with a 4% uptick in prime-time viewers and a 10% jump in total daily viewers.

A Broader Downward Trend

During the second quarter of 2025, MSNBC experienced a consistent decrease rather than a single dip in its prime-time viewership. Compared to the same period in the previous year, there was a decline of 15% in the median prime-time viewership (to approximately 1.008 million), and a more significant drop of 20% in the 25-54 age demographic. The daytime metrics were particularly concerning, showing a 26% decrease in total viewership and a startling 31% drop in the 25-54 demographic.

Furthermore, adjustments to introductory segments, such as switching from “The Rachel Maddow Show” to “Jen Psaki’s The Briefing,” led to a significant decrease in audience by almost 50%, and a substantial decline of 52% in the key demographic. Across its revamped primetime programming, the network experienced a 27% decrease in viewers and a 30% drop in the demo.

Rebrand, or Reversal?

It appears that MS NOW’s initial launch is starting to resemble an excessive attempt at branding, even reaching the point of potential desperation. This shift takes place amidst a broad spectrum of internal doubt and skepticism. Staff members were reportedly taken by surprise, despite earlier promises from Lazarus that the original name would remain unchanged. This unexpected change has sparked distrust among the team.

Feedback from the public – encompassing social media platforms and traditional news outlets – has been particularly critical, proposing sarcastic replacements for the new acronym such as:

1. Bitingly creative alterations to the shorthand term.
2. Scathingly witty suggestions for the abbreviation’s alternative moniker.
3. Humorous, mocking reinterpretations of the initialism’s meaning.

  • “Most Surely No One Watching”
  • “Majorly Skewed News Overly Woke”
  • “MS NOPE”

The internal thoughts seem to harbor doubts, as an analyst from Axios media expresses uncertainty about whether MS NOW can thrive without the backing of infrastructure and the renowned brand recognition that was previously provided by NBC.

Bottom Line: A Rebrand That Triggered a Ratings Slide

Despite high hopes that the name change from MSN to MSNBC would revitalize the network, viewership decreased even more after the announcement, deepening concerns about its identity and ratings among industry insiders. With rivals like Fox News and CNN growing stronger, MSNBC’s restructuring looks less like a fresh start and more like an unsuccessful attempt at damage control.

During its complete shift towards MS NOW, the network finds itself at a pivotal moment. Will this transition serve as a stepping stone towards contemporary significance, or will it mark another phase in the descent of cable news?

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2025-08-27 00:56