MSNBC’s ‘All In with Chris Hayes’ fizzles after strong debut

Jeff Poor Media Reporter
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Monday’s debut of MSNBC’s “All In with Chris Hayes” seemed to show some promise for the perennial second-place network, which recently ditched Ed Schultz in an effort to go head-to-head with Bill O’Reilly’s Fox News show for the coveted 25-54 demographic.

Hayes’ debut came within 12,000 viewers of catching “The O’Reilly Factor” on Monday night in that demo, with former Massachusetts Republican Sen. Scott Brown filling in for O’Reilly coming off the Easter holiday.

But on Tuesday, the possibility of Hayes continuing to challenge O’Reilly’s numbers seemed to fade.

Data courtesy of Nielsen Media Research:

Tuesday, April 2, 2013 8 p.m. ET:
FNC’s The O’Reilly Factor: 2,696,000 (462,000 in 25-54)
MSNBC’s All In with Chris Hayes: 639,000 (137,000 in 25-54)
CNN’s Anderson Cooper 360: 642,000 (114,000 in 25-54)

Hayes also didn’t show any improvement over his predecessor, Ed Schultz, compared to a year ago. Although all three networks were down compared to 2012, MSNBC’s “All In” was notably down 35 percent overall and 43 percent in the demo to “The ED Show” in 2012.

Tuesday, April 3, 2012 8 p.m. ET:
FNC’s The O’Reilly Factor: 3,066,000 (594,000 in 25-54)
MSNBC’s The ED Show: 984,000 (242,000 in 25-54)
CNN’s Anderson Cooper 360: 453,000 (214,000 in 25-54)

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