(DEADLINE) — The rule of thumb is that when news is breaking and a crisis is unfolding, cable news networks see a big jump in viewership.

Turns out that’s not the case if you are MSNBC. On the first full day of coverage of the Malaysia Airlines disaster and Israeli troop movement into Gaza the day before, the Comcast-owned news channel actually was down double digits among adults 25-54 both in total day and in primetime on July 18.

While rivals CNN and Fox News Channel were up 16% and 13% in total day over the comparable day last year, when the news was much quieter to say the least, MSNBC fell 38% to a mere 87,000.

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