MSNBC launched its new weekend morning program, fittingly entitled The Weekend, on January 13. Hosted by Alicia Menendez, former Republican National Committee chairman Michael Steele, and former Democratic strategist Symone Sanders-Townsend, The Weekend is one of the major parts of the network’s revamped schedule put in place in time for the start of the 2024 presidential election year, just as the primary races commence in Iowa and New Hampshire.
Prior to its official start, the network offered a sort-of preview of the three hosts on-air with a midnight slot on the late night of Jan. 10, analyzing CNN’s Iowa debate between Nikki Haley and Ron DeSantis, as well as Fox News’ Donald Trump town hall from earlier that evening. That hour posted 748,000 total viewers and 94,000 adults 25-54.
As for the premiere of The Weekend at 8-10 a.m. on Jan. 13, it averaged somewhat similar figures: 727,000 viewers including 61,000 within the key 25-54 demographic, according to Nelson Media Research. Compared to the two-hour Velshi of exactly one year earlier (Jan. 14, 2023 at 8-10 a.m.), The Weekend improved 71 percent in total audience, and 14 percent among adults 25-54.
The first Sunday edition of The Weekend (Jan. 14) drew 558,000 viewers and 74,000 adults 25-54; also, a notable improvement over the comparable Jan. 15, 2023 “Velshi”, up 43 percent in viewership, up 95 percent in demo.
Through Jan. 28, The Weekend has maintained steady since its debut: 779,000 viewers/71,000 adults 25-54 on Saturday mornings; 554,000 viewers/57,000 adults 25-54 on Sundays. Based on its timeslots throughout all of 2023 and the first weekend of 2024, which had mostly included programs hosted by Katie Phang and Jonathan Capehart, The Weekend grew 37 percent and 22 percent in total audience (along with 24 percent and 15 percent in adults 25-54) on Saturday and Sunday, respectively.
Thus far, a very positive start to MSNBC’s new weekend mornings.
