MS Now Lineup Flip Flops As Overhaul Triggers Double-Digit Ratings Dive

Brian Burns Sat, July 11, 2026 at 3:48 PM UTC

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MS NOW. Photo: Courtesy of Versant

Newly released data from Nielsen Media Research reveals a tough start for MS Now’s recent programming overhaul. Viewership numbers tracked between June 13 and July 5, 2026, show that every altered show on the network took a double-digit hit in the highly coveted adults 25–54 demographic compared to their year-to-date averages before the changes.

Total overall viewership figures also dropped across nearly the entire new slate, leaving the network with an uphill battle to retain its baseline audience.

The weekend block took some of the heaviest losses. “Connect with Jacob Soboroff,” which now fills the 10 a.m. to 1 p.m. weekend slot, brought in an average of 537,000 total viewers. That marks a 20% drop from the 668,000 viewers the time slot averaged earlier in the year. In the 25–54 demographic, Soboroff’s show drew 58,000 viewers, a 21% decline from the previous 73,000 average.

The network’s signature morning show, “Morning Joe,” saw its airtime trimmed, now running from 6 a.m. to 9 a.m. instead of its original four-hour block. The move yielded a mixed bag: total viewership grew slightly by 2%, shifting from 754,000 to 772,000 viewers.

However, the show could not escape the demographic slide, dropping 14% in the 25–54 age bracket to finish with an average of 72,000 viewers down from 84,000.

Morning Joe (Screenshot/Rumble/MSNOW)

Directly following the morning flagship, “Money, Power & Politics” took over the weekdays from 9 a.m. to 11 a.m. The program averaged 710,000 total viewers, down 6% from the time slot’s prior baseline of 757,000. The show also lost ground in the key demographic, dipping 16% to land at an average of 68,000 viewers.

Midday and afternoon programming saw mirrored declines. “On the Line with Alicia Menendez,” airing weekdays from 12 p.m. to 2 p.m., averaged 602,000 total viewers and 56,000 demographic viewers, representing a 5% drop in total audience and a 15% slide in the demographic. Right after, “The Moment with Katy Tur” occupied the 2 p.m. to 4 p.m. window, pulling in 718,000 total viewers and 60,000 in the 25–54 group. This translated to an identical 5% loss in total viewers and a 15% drop in the key demographic.

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The network’s evening slots faced steeper declines. “The Weeknight,” broadcasting from 7 p.m. to 8 p.m., dipped below its previous baseline, averaging 1.01 million total viewers compared to its prior 1.1 million average—a 9% drop. The pain was more acute in the 25–54 demographic, where the show plunged 27%, dropping from 127,000 viewers down to 93,000.

Late-night adjustments showed a similar trend. “The 11th Hour with Ali Velshi,” running from 11 p.m. to midnight, averaged 753,000 total viewers, which is a 6% decrease from the previous 798,000 average. In the demographic breakdown, Velshi’s show fell 12%, pulling in 86,000 viewers compared to the previous 98,000 baseline.

The network has not issued an official comment regarding the initial three-week ratings window.

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MS Now Lineup Flip Flops As Overhaul Triggers Double-Digit Ratings Dive

Original Article on Source

Source: “AOL Entertainment”