MSNBC Rebrands to MS NOW Amid $20 Million Campaign

New York, NY — MSNBC is set to retire its brand in favor of a new name, MS NOW, on November 15, 2025. The network is implementing a $20 million marketing campaign to ensure viewers make the transition smoothly.

Rachel Maddow will play a key role in the transition, appearing in a promotional spot during the network’s Election Night coverage on November 4. This ad is part of efforts to reconnect with the network’s audience, who tend to be older, with a median age of 72.

According to Michael M. Grynbaum of The New York Times, the change comes as MSNBC’s parent company, Comcast, restructures its NBCUniversal division. Executives aim to eliminate confusion between NBC News and the new MS NOW brand.

Maddow expressed her mixed feelings about the change but acknowledged an opportunity to reintroduce the network to the audience. “This isn’t something that we sought, obviously. But I’m kind of happy about it,” she stated.

The rebranding will be visible across various media platforms, including billboards from Times Square to Los Angeles International Airport, aiming to maintain viewer loyalty even after the long-established MSNBC identity is discarded.

As the network embarks on this ambitious venture, many will be watching closely to see how the name change impacts viewer engagement and brand perception.