MSNBC's wall-to-wall coverage of the Women's March on Washington and its sister marches around the country and world propelled the Comcast-owned news network to its best Saturday ratings in more than a decade.
In total viewers from 10 a.m. to 6 p.m., MSNBC drew 1.455 million viewers — its largest Saturday audience since the network covered the Iraq War in 2003.
Fox News — which didn't carry the marches live but provided reports throughout the day — registered the most total viewers from 10 a.m. to 6 p.m., averaging 3.075 million. CNN — which covered much of the marches live — was second with 2.107 million.
In the key 25–54 demographic that advertisers covet most, MSNBC delivered 388,000 viewers, its best showing since its Hurricane Rita coverage in 2005. MSNBC was third to Fox's 656,000 and CNN's 672,000 viewers.
MSNBC offered extensive coverage of marches in Washington and New York, among other cities, throughout the day and evening, beginning at 7 a.m. and extending to the 8 p.m. hour.
According to Politifact, the word "march" was said 128 times on MSNBC, 96 times on CNN and 32 times on Fox News from 7 a.m. to 2 p.m. on Saturday.