Cable News Phenom Maddow Doubles Her Audience in a Matter of Days

By Brian Stelter, The New York Times. Posted October 22, 2008.

Rachel Maddow, a woman who does not own a television set, has done something that is virtually unheard of: she has doubled the audience for a cable news channel's 9 p.m. hour in a matter of days.

More important for her bosses at MSNBC is that "The Rachel Maddow Show," her left-leaning news and commentary program, has averaged a higher rating among 25- to 54-year-olds than "Larry King Live" on CNN for 13 of the 25 nights she has been host. While the average total audience of her program remains slightly smaller than that of Mr. King's, Ms. Maddow, 35, has made MSNBC competitive in that time slot for the first time in a decade. The channel at that hour has an average viewership of 1.7 million since she started on Sept. 8, compared with 800,000 before.

Given that advertising dollars -- and the reputations of networks -- rise and fall on prime-time ratings, Ms. Maddow's rise has been closely watched by media executives.

"I'm pinching myself," said Phil Griffin, the president of MSNBC, who used to caution that it "takes two or three years for a show to find its audience." That was certainly true for Keith Olbermann, whose five-year-old "Countdown" program at 8 p.m. (which leads into Ms. Maddow's program) now beats CNN in the 25-to-54-year-old demographic segment every evening.

Mr. Griffin said that Ms. Maddow's advantages included her regular appearances on "Countdown" and her popularity on the Internet, where, he said, "word spread like wildfire" about her new show. Ms. Maddow, a former AIDS activist, was also presumably helped by her four years on the Air America radio network.

Ms. Maddow and every other cable news anchor are beneficiaries of the heightened interest in the presidential campaign. Fox News Channel's "O'Reilly Factor," the highest-rated hour on cable news, reached an average of four million viewers in September; it had two million during the same period a year ago.

Still, Ms. Maddow's ascent is unique in its swiftness. Her program immediately drew almost half a million viewers ages 25 to 54 in a slot where a quarter of a million is more common. Even if her ratings decline after the election -- and history suggests they are likely to -- Mr. Griffin contended that Ms. Maddow's performance confirmed that cable news was "a three-way race now."

Fox News did not comment for this article. Ryan Jimenez, a spokesman for "Larry King Live," said in a statement that the shows couldn't be more different: "While our competitors have moved to partisan extremes, we continue landing the biggest guests because we embrace the vast middle and have a wider appeal," he said.

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