The MSNBC talk show, Morning Joe, has experienced a significant rebound in its ratings following a decline post-election. Since January, coinciding with President Donald Trump's inauguration, the program has witnessed a steady rise in viewership figures. According to AdWeek, relying on Nielsen Live Plus Same Day data, the show has seen a +28% increase among total viewers and an impressive +18% growth within the critical A25-54 demographic compared to the period spanning from November 11, 2024, to January 19, 2025. The April numbers reflect an average of 749,000 total viewers and 65,000 demo viewers, showing a +7% and +10% rise respectively over March.
In the aftermath of the presidential election in November, Morning Joe encountered backlash due to a controversial meeting between hosts Joe Scarborough and Mika Brzezinski with then-president-elect Trump at Mar-a-Lago. Brzezinski justified the decision by stating it was time for a change, emphasizing the need to engage directly with Trump rather than solely discussing him. This move sparked mixed reactions among the audience. Despite initial criticism, sources indicated that the show maintained a stable viewership, even predicting a future uptick once Trump returned to active political life in Washington.
The November episodes discussing this encounter initially attracted large audiences, with one episode drawing 839,000 total viewers and 113,000 within the target demographic. However, subsequent episodes saw a noticeable drop, yet insiders assured that overall viewer counts remained resilient. An insider from MSNBC shared with TVNewser that despite expected fluctuations, the show had managed to keep its momentum alive.
While Morning Joe continues to make strides, it still trails behind Fox News' flagship morning show, Fox & Friends, which outperforms in both total viewership and key demographics. Nonetheless, the consistent upward trend signifies renewed interest in the program as political discourse intensifies under the new administration.
As political dynamics continue to evolve, Morning Joe remains a pivotal platform for engaging discussions, demonstrating resilience amidst changing media landscapes. Its ability to adapt and maintain relevance underscores the enduring appeal of live, interactive programming in today's fast-paced news cycle. The recent ratings surge suggests that viewers are increasingly drawn to comprehensive analyses offered by seasoned journalists like Scarborough and Brzezinski.