Hallmark Channel Overtakes MSNBC, CNN In Ratings

The Hallmark Channel has quietly surged past MSNBC and CNN in ratings during a season dominated by festive films. Known for its feel-good holiday programming, the network has steadily climbed the viewership ranks since the launch of its Christmas movie lineup on October 18.

According to Nielsen data, Hallmark averaged 526,000 viewers at any given time during the week of November 18 to 24. The impressive figure made the network the third most-watched cable channel overall, trailing only Fox News and ESPN. By comparison, MSNBC pulled in 458,000 viewers during the same period, while CNN lagged behind with 314,000.

The leap in popularity is notable, considering Hallmark ranked as the seventh most popular total-day channel during the week of its lineup’s debut according to Forbes. Back then, it averaged 387,000 viewers—a respectable number that has since ballooned thanks to its seasonal content.

The debut weekend of its first new Christmas movies made it the No. 1 entertainment cable network among women aged 18 and older. It surpassed competitors like HGTV, Investigation Discovery, and TLC, proving that its formula of romance, family, and holiday magic continues to resonate.

Hallmark’s ratings triumph also comes at a time when traditional news channels like MSNBC and CNN are grappling with fluctuating viewership in the wake of the presidential election.

Both networks have experienced notable drops in audience numbers. MSNBC’s total audience nearly halved post-Election Day, with star anchor Rachel Maddow seeing a 41% decrease in viewers, affecting her program’s performance, especially in the key 25-54 demographic. The network as a whole has faced a 47% drop in total-day viewers according to The New York Post.

With ratings in free fall after Trump’s decisive victory, insiders say the network is preparing for a major overhaul. Changes include programming shakeups, shifting roles for household names, and, notably, a significant pay cut for MSNBC’s star anchor, Rachel Maddow.

Maddow, who once commanded a staggering $30 million annual salary, has reportedly re-upped her contract for a fraction of that amount. She has renegotiated her contract for a $25 million salary over the next five years. According to The Ankler, Maddow’s deal was quietly renewed earlier this fall under vastly different terms.

“This is a difficult time and they needed to keep her,” an executive explained to The Ankler. “No one else can do what she does. You can’t build a brand like it overnight.” Another executive referred to Maddow as “ratings Viagra.”

Similarly, CNN’s ratings have significantly diminished since the 2016 election, with their primetime viewership falling from 13.3 million to approximately 800,000. The network has undergone leadership upheavals, notably with the departure of former president Chris Licht, who has blamed a profile piece for contributing to his termination.

A piece by ‘The Atlantic’ ultimately played a significant role in his downfall. The profile painted a picture of Licht as out of touch with CNN staff and struggling to manage the network effectively. This sparked widespread criticism and intensified internal backlash, eventually leading to his dismissal in June.

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