In a series of sharp jabs, former President Donald Trump has targeted Joe Scarborough amid a notable decline in MSNBC’s viewership. In a post on Truth Social, Trump stated, “Wow! Joe Scarborough’s Television Ratings are really bad. They have gone, as they say, ‘down the tubes,’ as has the rest of MSNBC. It’s a beautiful thing to watch!” This comment reflects not just a personal attack but underscores the ongoing conflict between Trump and the hosts of Morning Joe.
Trump’s remarks came shortly after Scarborough introduced New York City mayoral candidate Zohran Mamdani during a Tuesday segment, referring to him as “the communist.” This language echoed Trump’s past rhetoric, highlighting the ideological divide that marks much of today’s political discourse. Scarborough’s offhand comment provoked swift backlash and renewed debate over various political affiliations and endorsements that shaped the narrative surrounding the upcoming elections.
Trump quickly escalated the situation in his Truth Social post, labeling Mamdani a “proven and self professed JEW HATER” and questioning the intelligence of “any Jewish person that votes for Zohran Mamdani.” This statement serves as a reminder of Trump’s strategy to polarize audiences by linking leftist movements to radical ideologies, which he often employs to rally his supporters as the 2024 elections approach.
The backdrop to this feud is telling. Data from Nielsen reveals that MSNBC has recorded an alarming 18% decline in prime-time viewership over the past year. In contrast, Fox News has maintained steady numbers, and CNN experienced modest growth following strategic programming changes. Morning Joe, once a morning fixture for many, now grapples with stiff competition from both traditional and streaming news channels, further complicating its ability to draw in loyal viewers.
Current estimates suggest that Morning Joe attracts around 900,000 viewers daily, a significant drop from a peak of 1.1 million just two years ago. In key demographics, particularly adults aged 25 to 54, Scarborough’s program now frequently lags behind Fox News’s Fox & Friends. This shift is indicative of broader audience trends that raise concerns about MSNBC’s viability in the current media landscape.
The challenges facing MSNBC extend beyond declining viewership. Following Comcast’s decision to rebrand the channel as MS NOW, the network has seen significant turnover in personnel. As it transitions operations into new headquarters, the turbulence has led to uncertainty not just for employees but also for audiences who once relied on the network for news and opinion. This brand overhaul has escalated criticism from figures like Trump, who capitalize on any signs of weakness from their media adversaries.
Scarborough and Brzezinski’s on-air tribute to the late former Vice President Dick Cheney only added another layer of complexity to the day. Cheney’s legacy as a critic of Trump underscores a dramatic divergence in political values. Scarborough’s praise highlighted Cheney’s steadfastness post-January 6, offering a sharp contrast to Trump’s dismissive approach towards the former vice president in the wake of his death.
Analyst Jenna Meyers noted, “Trump’s social media message wasn’t just a swipe at Scarborough—he ignored Cheney’s death entirely. That signals what his priorities are: drilling down on enemies and reinforcing loyalty among his support base.” Trump’s unyielding response reflects his focus on reinforcing his narrative while discrediting opponents. Scarborough has openly condemned Trump in the past, while Brzezinski has described the former president’s rhetoric as “dangerous to democracy.” Mamdani also pushed back, affirming his identity as “a democratic socialist” despite Trump’s labeling.
Trump’s relentless criticism of MSNBC serves multiple purposes. He is not merely targeting an individual but attempting to undermine the credibility of an entire news network while rallying his followers around familiar themes of media bias and the failures of liberal leadership. As MSNBC seeks to redefine its brand, they face a critical moment where the stakes in viewership retention and network reputation could determine investor confidence moving forward.
As Scarborough and other network figures attempt to reassure audiences of their continued mission despite the rebranding, critics remain skeptical about whether superficial changes will be sufficient to stop the ratings decline. Hayes, a contributor on the network, tried to downplay concerns by stating, “From the viewers’ perspective, it’s the same people under lights on the same channel.” However, with the upcoming election cycles looming, Scarborough’s diminishing ratings pose a significant challenge that Trump is eager to capitalize on.
Ultimately, as Trump positions himself for 2024, the media landscape remains a battlefield. His mockery of Scarborough and the broader struggles at MSNBC do more than reveal personal vendettas; they unveil a strategic approach to shaping public opinion and energizing the Republican base during a critical era in the political arena. Whether these attacks will sway public perception of MSNBC remains uncertain, but the embers of this media war continue to burn brightly in the shadow of Scarborough’s tanking ratings.
"*" indicates required fields
