Ronan Farrow’s MSNBC Programs Slips In News Demo, Inches Up With Younger Crowd

MSNBC‘s Ronan Farrow Daily slipped slightly in its second telecast Tuesday, averaging 209,000 viewers — 45,000 of them in the news demo – but his audience crept up to 34,000 in the younger 18-49 demo. Still, even his young demo numbers fell short of one year ago, when Andrea Mitchell Reports logged 492,000 viewers in the time slot on the comparable Tuesday, including 123,000 in the news demo and 106,000 in the 18-49 demo. Mitchell’s program also averaged 382,000 viewers ages 50 and older, while Ronan Farrow yesterday clocked 174,000 in that age bracket, so his show can be said to be skewing younger. Farrow’s lead-out, The Reid Report, scored 307,00 viewers and 79,000 in the news demo on Tuesday.

Farrow’s debut Monday scored 216,000 viewers — the cable network’s smallest audience of the day, tied with 10 AM’s Jansing & Co. Farrow — who was recruited, in part, to attract the next generation of news viewers to the network — averaged just 21,000 viewers in the younger 18-49 demo Monday. Among 25- to 54-year-olds, he logged an average of 46,000 viewers. His biggest audience by far was among viewers ages 50 and older — 195,000 of them. That older skew is typical of news programming but might be somewhat surprising given how assiduously he catered to younger viewers during his maiden broadcast.

Farrow’s early numbers are maybe not what the media had anticipated, given the boatload of free walk-up publicity he’s received since his mom Mia Farrow told Vanity Fair she thinks Ronan’s dad might be Frank Sinatra, and Ronan’s widely discussed tweet during the Golden Globes.

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