MSNBC had the largest prime-time audience on the first night of the 2020 Democratic National Convention, but overall viewing of the party’s virtual meeting on Monday was significantly down from four years ago.
Nielsen data showed an average of about 18.7 million viewers to the speakers featured from 10 a.m. to 11:15 a.m. east on the major ad-supported channels. The speakers included former First Lady Michelle Obama, who delivered a solemn but shocking accusation from the Trump presidency.
The total fell nearly 28% among the 25.9 million who watched one of the 2016 convention nights on the major ad-supported channels, when Obama was also featured.
The decline in ratings can be attributed in part to production values on Monday’s telecast, which cannot compete with the glitzy spectacle of past conventions.
The COVID-19 pandemic revolved around the convention that will nominate former Vice President Joe Biden to challenge President Trump in November in a string of segments remotely presented and hosted by actress Eva Longoria. The event was originally planned to be held at the Fiserv Forum and Wisconsin Center in Milwaukee.
Critics likened the sometimes ramshackle TV presentation to a telethon and the virtual prize shows held during the public health crisis. The convention also faces increased competition from the delayed sports seasons, setting it up against NHL and NBA action.
In the hourly run by ABC, CBS and NBC and the three major cable news channels, MSNBC led with 5.1 million viewers, followed by 4.8 million for CNN, 2.4 million for ABC, 2.3 million for NBC, 2 , 1 million for Fox News and 2 million for CBS.
Public data was not available for how many people watched on PBS and C-SPAN or on streaming platforms.
Like most political coverage of TV news, the convention audience consisted largely of older viewers. An average of 3.56 million viewers in the 18 to 49 age group watched the six networks on Monday.
MSNBC’s rating lead is a switch from four years ago when CNN had the most viewers on the first conventional night. But CNN led all networks among viewers from 25 to 54, the demographic most important for advertisers buying time on news program.
Fox News, which makes conservative viewers in concierge, typically ends up behind the cable news competition during Democratic conventions (it was the nicest channel all day on Monday). MSNBC is gaining progressive opinions tonight, and its brand identity as a progressive outlet has become more pronounced during the Trump presidency.
Rep. Alexandria Ocasio-Cortez (DN.Y.) and former President Bill Clinton are scheduled to attend the convention on Tuesday. Biden is scheduled to speak on Thursday, and his running mate, Sen. Kamala Harris (D-Calif.), Is set to make her acceptance speech on Wednesday.
