A heavy promotional push for MSNBC’s new prime-time show paid dividends for the network, which saw the show improve on its lead-in and increase viewership for the 10 p.m. time slot, The New York Times reports in its Media Decoder blog.
"The Last Word with Lawrence O’Donnell" drew an average of 266,000 viewers 25 to 54 years old for its debut Monday, the story says. That’s up from the average of 250,000 in that age range who tuned in for "The Rachel Maddow Show" at 9 p.m., while "Countdown With Keith Olbermann" at 8 p.m. averaged 232,000 viewers in the demographic.
The new program drew an average of 928,000 total viewers. But the real test of the show’s success is whether it can outperform the ratings of the "Countdown" repeat that previously filled the 10 p.m. slot, the story points out. According to its debut ratings, "The Last Word" succeeded, as the repeat of "Countdown" had drawn 196,000 viewers in the demographic in the most recent quarter, the article says.