MSNBC's "Morning Joe" has consistently ranked in fourth place amongst all of the cable news morning shows (including HLN) in the 25-54 demo - the advertiser friendly demo and also the demo that consists of so-called "influentials."

MSNBC's "Morning Joe" is losing even more of that important audience - the program is down 15% for the quarter vs. the same time period last year in that demo. So, who really watches "Morning Joe"?

Headline News' Robin Meade is even giving "Morning Joe" a good run for its money.

2Q'10 vs. 2Q'09 Ratings (6-9AM)

· FOX & Friends: 999,000 in total viewers; flat; 332,000 in 25-54, up 2%

· CNN American Morning: 335,000 in total viewers, down 27% and 138,000 in 25-54, down 13%

· Morning Joe: 402,000 in total viewers - flat; 117,000 in 25-54, down -15%

· HLN: 304,000 in total viewers, up 8%; 183,00 in 25-54, up 18%

(source: The Nielsen Company)