You would not be saying TGIF in cable newsland if you were Alec Baldwin or Rachel Nichols last week. The actor’s 10 PM MSNBC show Up Late and the former ESPN reporter’s Unguarded on CNN both hit demo lows on November 8. With guests Cristina Tzintzun of the Workers Defense Fund and the Coalition for the Homeless’ Mary Brosnahan talking immigration reform and anti-poverty programs, Up Late With Alec Baldwin pulled in just 101,000 viewers among adults 25-54 on Friday. 
That’s a 41% drop from the 172,000 demo results of the one-hour show’s October 11 debut. While Baldwin’s total viewers were up to 395,000 from the 354,000 low of its November 1 show, the demo was down from that show’s 130,000. For CNN’s Unguarded, the numbers were even more dire. The Nichols-hosted sports-themed show not only hit a demo low but a viewership low too. The 10:30-11 PM show had a very weak 41,000 viewers in the news demo and just 133,000 viewers overall. That’s a 55% free fall in the demo from Unguarded’s already soft October 25 premiere. It’s also a 54% slide from the 288,000 overall viewers who watched the show’s launch.
Related: CNN Suffers Meltdown With Nuke-Themed ‘Pandora’s Promise’
On the other hand, just over a month in its new 10 PM slot, Sean Hannity‘s Fox News Channel’s show had a very good night. Focusing on the Affordable Care Act AKA Obamacare with a studio audience, the 60-minute political show had its best Friday since FNC revamped its primetime in early October. Hannity received a 24% boost in viewership since October 11 with 1.794 million watching. That’s also up from the 1.597 million who tuned on November 1. In terms of the 25-54 demo, Hannity had 337,000 viewers. That’s up from last week’s 310,000 in the 25-54s and steady with the 336,000 that the show had in its first Friday in its new slot. Overall, FNC won Friday’s cable news primetime battle with 2.314 million total viewers and 394,000 in the key demo. MSNBC was second in both categories with 731,00 viewers on average between 8 PM and 11 PM with 164,000 in the demo while CNN had also half the total viewership with 372,000 and a mere 100,000 among adults 25-54.
Recent Comments
Sorry, Alec Baldwin is not a likable person. Who really cares about what he has to say, let alone hear him say it every night on his own show?
I couldn’t agree more. The only one who likes to hear Alec Baldwin is Alec Baldwin.
So true
Several years ago Alec had a political talk show on the radio. One day I just happened to tune in by mistake and I listened to him for about 20 minutes. He was saying that he would like to have someone call in and discuss any issue with him they wanted. He got no callers, went to a break came back and still had no callers. After about 15 minutes of no callers, he started to get mad at apparently the entire world because no one was calling in. He had nothing to talk about, no ideas to tell, no stories, he just got madder and madder. I finally turned him off and I guess the station did to. MSNBC has a real problem when Tingles is their number one show, Baldwin probably looked pretty good. But, he is just another idiot liberal that thinks he has all the answers and everyone else are just fools.
Ron.300, I’ve never seen it put so well! Thank you!
Don’t forget Alec Baldwin. Clearly his show is being used as a night light.
I watched AB “interview” Bill De Blasio. It was boring, softball questions and AB sucking up to him knowing he would be next mayor of NYC. It was wasted time. AB go away, nobody outside of NYC likes your arrogant self absorbed attitude.
Oh yeah ..what’s in your wallet
That’s very true, but neither is Sean Hannity and his show does well.
Don’t get me wrong, I loved Alec Baldwin in 30 Rock, but I absolutely have no interest in listening to him doing interviews or imparting his “wisdom” (lol).
And no way I waste any time on Sean Hannity. Guys a massive sleezebag who wouldn’t know the truth if it clubbed him in the head.
Screw it, I’m gonna go watch some old episodes of the Red Green Show.
Ummm, hmmmm, Hannity a liar? Maybe pompus, arrogant, maybe a even little self absorbed, I mean after all he is on T.V. But in no way is Hannity or Fox lying. It is the only place where conservative have a voice on T.V. Radio sure, the internet, of course, but T.V. nah. Keep it up Greta, Bill, Meagan. and Sean, we need you to give it all balance..
Thanks for telling it like it is Bob. And if you want some of the worst lies of any of them, go over to MSNBC and listen to the vulgar talking heads Martín Bashir, Ed Schultz, Al Sharpton and Chris Matthews, who blames every ill in the country on Racism.
Low ratings could have something to do with no one knowing when he is on. They did a few announcements before the debut but I never saw an ad after. I had to come here tonight just to find out when I might be able to catch the show. Ironically, google results didnt even have msnbc website.
Badddddddd advertising means low viewership.
I COULDN’T DISAGREE MORE!!! BUT I WOULD AGREE THAT THIS SHOW MAY NOT BE SUITED TO EVERYONE. THOSE WHO TUNE IN TO PROGRAMING THAT PROMOTES CONTROVERSY AND DISRESPECTFUL BEHAVIOR WILL NOT FIND IT APPEALING. I HAVE FOUND THIS SHOW TO BE REFRESHINGLY CIVIL, WELL PREPARED AND EXTREMELY THOUGHTFUL! I HAVE RECORDED IT EVERY WEEK AND TOLD MANY FRIENDS ABOUT WHAT A BREATH OF FRESH AIR THIS PROGRAM PROVIDES. ALEC, AND THOSE HE HAS HOSTED, ARE VERY WELL READ, INTELLIGENT AND FORWARD THINKING. IT TAKES THOSE WHO ARE IN SEARCH OF OTHER WAYS TO COMMUNICATE CURRENT EVENTS AND IMPORTANT AREAS OF INTEREST TO FIND THIS SHOW IN ORDER FOR THE APPROPRIATE VIEWING AUDIENCE TO BE IDENTIFIED. THE FORMAT IS RELAXING, COMFORTABLE AND ALLOWS THE VIEWER TO FEEL A PART OF THE ONGOING CONVERSATION. I HAVE THOROUGHLY ENJOYED THIS MORE ELEVATED FORMAT AND HOPE MS NBC IS COMMITTED TO PROVIDING THIS WORTHWHILE ALTERNATIVE. AFTER TUNING IN TO MANY OTHER FORMATS WHERE PANEL MEMBERS TALK OVER ONE ANOTHER AND THE HOST ALLOWS A FREE FALL OF INAPPROPRIATE BEHAVIOR AND COMMENTS TO BRIEFLY COVER AN IMPORTANT TOPIC BEFORE RUSHING ONTO SOMETHING ELSE, I FIND THE ONLY THING I COME AWAY WITH IS FRUSTRATION. THAT COOKIE CUTTER APPROACH NEEDS AN ALTERNATIVE. ALEC BALDWIN’S SHOW IS PROVIDING IT FOR THOSE INTERESTED IN SUBSTANTIVE INFORMATION ON TOPICS THAT ARE NOT ROUTINELY COVERED BUT IMPORTANT AND THOUGHT PROVOKING. GREATER PROMOTION WOULD HELP THE APPROPRIATE AUDIENCE TO BE FOUND.
I totally agree..
What’s in your wallet, Alec? A cancellation notice?
OK ;-)
LOL!!
Alec Baldwin’s MSNBC Show Falls To New Low, CNN’s ‘Unguarded’ Takes A Hit
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Of course they did…
He’s up against Bill Maher and they are competing for some of the same audience.
Even though Bill Maher has to be the lowest form of life on the current line, he out performs Baldwin six ways from Sunday!
Open minded, educated and intellectual types like Bill Maher. That leaves you out!!!!
Wrong Bill. Bill O’Reilly :)
Maybe it’s because people find Jack Ryan a lot more interesting than Alec Baldwin.
…or, maybe people find watching paint dry more interesting than Alec Baldwin.
I’m going to miss Jack Ryan! (Mitch Rapp too.)
No news is good news!!!
That’s so funny. I remembered Baldwin mocking Hannity for being a carpenter before he became a talk show host and commentator. The mocking got Baldwin nowhere. Harrison Ford was working as a carpenter on the stage of Star Wars when he was asked to read the part of Han Solo. Harrison Ford to me is a better actor than Baldwin. Maybe Baldwin for his next career should try being a carpenter. He probably would do a lot better at that than being a talk show host.
You’re a little off there Rosita. Harrison Ford already had his acting credentials when he did Star Wars. He was doing some carpenter work before acting, he did some TV but his first movie role was on “American Graffiti” He played Bob Falfa, the guy that challenged John, played by Paul Le Mat, to a race towards the end of the movie. It was after that that he starred in Star Wars.
Harrison Ford had a part in Journey To Shiloh and that was in 1968.
Actually, Rosita is correct. The story goes that Lucas refused to see actors who had appeared in “American Graffiti”. Hoping to change Lucas’ mind, consultant Fred Roos hired Harrison Ford to install a door at American Zoetrope, where the auditions were being held. The ruse worked as Ford was asked to read with the other actors. Realizing he wasn’t going to get a shot at the role because of Lucas’ casting rule, Ford used his anger during the readings. Lucas went on to say that Ford was chosen because he “was the funnier, goofier one…but he could also play mean.”
Wrong, in George Lucas’s book, he states, that Harrison Ford was hired by the studio as a “handyman” and was repairing the door in his outer office, and he asked ford to “read back lines” for others who were auditioning, yes he might have had a minor role here or there prior,,,but his break came while fixing some hinges on a door….
Others have similar stories..
Harrison Ford was in a previous George Lucas film (American Graffiti) prior to appearing in Star Wars. He was a carpenter before making it big, but I doubt he was hanging drywall on the Star Wars set.
“He turned to acting again when George Lucas, who had hired him to build cabinets in his home, cast him in a pivotal supporting role for his film American Graffiti (1973).”
“In 1975, director George Lucas used him to read lines for actors being cast for parts in his upcoming space opera, Star Wars. At the reading, Steven Spielberg noticed that Ford was well suited for the part of Han Solo and convinced Lucas to give Harrison the role that would eventually shoot him to fame. ”
According to some accounts, Ford was working as a carpenter at the Star Wars auditions and sat in to read lines.
“According to J.W. Rinzler’s excellent “The Making of Star Wars,” casting consultant Fred Roos hired Ford, who had a background in carpentry, to install a door at the American Zoetrope, where the “Star Wars” auditions were being held, in the hopes that his mere presence would change Lucas’ mind. Apparently, this worked. “
No, but close to it. Ford was working on a door frame in Lucas’s office when he was casting for Star Wars and recognized him from American Graffiti. He had him then audition for the Han Solo role,which he of course nailed.
Life Long Carpenter here. Pretty clear why Baldwin slammed Hannity for being a construction worker; he clearly feels we are beneath low intellect types and he is superior by virtue of his liberal arts degree!
Both Hannity and myself earned our degrees while working our way through college. Our Daddies and Mommies didn’t pay for it because they were working their asses off taking care of our families.
And there’s another reason he felt like he could take a crap on Hannity as a construction worker; Like most pussies, the prospect of a guy who actually works with his hands, is smarter than you and can also kick your ass is often emasculating. Notice how fast Baldwin is to call people he dislikes a “Faggot”?
I’m guessing there is a lot of cock love in Alex’s psyche.
30 Rock was very funny but maybe he should get Tina Fey to come over to MSNBC??
I never watched that show. I can barely make it through one of his Cap 1 commercials. But if it was funny it’s only because he was pretending to be somebody else.
Hard to believe this arrogant “man” hasn’t already drift off into obscurity. He fancies himself some kind of pseudo intellectual, tough guy, but in truth is just an annoying, pompous windbag. Just go away Alec.
…and if pseudo was in his lexicon, he most likely sound the “p” in pseudo.
You know, 30 Rock’s ratings were always dismal so why is anyone surprised by Alec’s fall on his face. I hate his politics and his smugness, but when he’s in a role, I got to admit I like him on camera. Alec, no one takes you or your politics very seriously. Stick to acting.
The only way to make Alec Baldwin’s show worse, is if they brought in Janeane Garofalo as co-host! Could you imagine how horrible that would be??? lol
Now there’s a marriage made in hell.
Rachel Nichols is both knowledgeable and likable. Hopefully her show will find the audience that she deserves.
An actor saying his own lines instead of something written by a smart comedy writer — what could go wrong?
Nichols is horrid on the screen.
She is terrible. Sounds like I’m listening to a robot.
Sad, because with such an interesting host, coupled with such riveting guests as the head of the Workers Defense Fund and Coalition of the Homeless, talking about immigration, aren’t we all surprised that more people didn’t tune in. Anyone? Hello?
Bye Alec. Can’t say I’ll miss you.
My first viewing was the episode with Keir Dullea and Gary Lockwood from 2001: A Space Odyssey. I liked it. But the 11/8 guests did nothing for me so I did not watch. Guide does no tell me who is on 11/15.
Both viewers?
Politically, I am diametrically opposed to Alec Baldwin but I find him quite entertaining and often hilarious. Frankly I think he should have done a comedy news show. Could have done really well.
Ummmmmmmm………..Nnnnnah!
Wow..too bad they didn’t take beats on this in Vegas. Would have won tons
Wow! Who would have thunk it. Alec Baldwin talk show at all time low. Does that mean his 10 family members quit watching the show?
And then there’s Megyn Kelly. A month into her new primetime series, her show reaped the biggest ratings rewards. The Kelly File averaged 2.87 million viewers and 654,000 adults 25-54 during the 9 p.m. hour.
Not only that, she’s a whole lot easier on the eyes than Alec Baldwin is too!!!
To be fair to Mr. Baldwin, he was great in The Ghosts of Mississippi and Beetlejuice!!!!!!
Oh, too bad for Smartalec. He will have to learn that he has limits. We already knew that.
I remember how his radio show failed. He must also be dense to think this would turn out differently.
It’s more that PMSNBC was so dense to think that Baldwin should have his own show.