Well, so much for the theory that her record ratings for the prior ratings period was due solely to the one day story of Trump's 2005 tax returns.
http://money.cnn.com/2017/04/24/media/msnbc-rachel-maddow-winning-ratings/index.html
In Trump era, Rachel Maddow starts beating Fox News
"The Rachel Maddow Show" surpassed "Tucker Carlson Tonight" in March among 25- to 54-year-old viewers, the demographic that determines advertising rates.
Maddow was on track to win again in April. But on Monday night the cable news ratings race changes dramatically. Carlson moves from 9 p.m. to 8, replacing Bill O'Reilly, and Fox's 5 p.m. talk show "The Five" moves to 9.
Maddow may or may not benefit from the change. Regardless, executives all across television news have already taken notice of her recent wins.
According to Nielsen data, Maddow also narrowly topped Fox's 8 p.m. hour last week, when Dana Perino and Greg Gutfeld filled in for O'Reilly.
Maddow's surge is being fueled partly by her day-in, day-out criticism of the Trump administration. There is an increased appetite for the liberal arguments she has been making for years.
"There's a reason Rachel is beating Fox and CNN," MSNBC president Phil Griffin told CNNMoney in an email. "She's a talented storyteller who's helping her audience cut through all the confusion coming out of Washington. She's connecting dots in ways no one else is."
Maddow is known for flouting the conventions of cable news. She delivers long, informative monologues that sometimes last for 20 minutes.
Her fans say she's providing necessary scrutiny of the Trump administration. Her critics, on the other hand, say she's become a left-wing Sean Hannity,
single-mindedly obsessed with anti-Trump stories.
While those debates rage on Internet forums, the ratings speak for themselves.
The week of April 10, for instance, Maddow just barely beat Carlson -- she averaged 542,000 viewers in the demo while he averaged 541,000. CNN ranked third with an average of 396,000 in the demo.
Maddow's show has been MSNBC's tentpole, its highest rated program, for many years. The difference now is the competition with Fox News.
For a long time Fox's ratings were largely out of the reach of CNN and MSNBC. Megyn Kelly, who had Fox's 9 p.m. time slot until early January, was consistently #1 in the hour.
Carlson took over for Kelly and retained most of Kelly's viewership. Fox has celebrated Carlson's success at 9 p.m. and cited it as part of the reason to move him to 8.
The bigger picture story is that the ratings for all three cable news channels have risen thanks partly to interest in Trump's presidency.
With that as the backdrop, though, Maddow has gained more than most other shows have.
In recent months Maddow's primary focus has been on the Trump-Russia relationship. Her viewers seem intensely interested.
Maddow has also homed in on Trump's refusal to release his taxes, and she was rewarded with record ratings on March 14 when
she had a scoop about Trump's 2005 tax payments.
Her numbers have sagged somewhat since then, but Maddow still out-rated Carlson in the 25-54 demo for 12 of the 20 weeknights in April, according to Nielsen.