MSNBC's Baldwin Debut Drops 7% in Target Demographic

On Friday night, Alec Baldwin’s new MSNBC show, Up Late with Alec Baldwin, fell down out of the gate, dropping 7% in the target news demographic, even though the viewership was 654,000, up 53% over the timeslot a week earlier. Fox News Channel blew out Baldwin across the board, with Hannity grabbing 1.5 million viewers, and 338,000 in the target demographic. CNN’s Anderson Cooper dropped serious audience, losing 52% week-to-week and 58% in the demographic.

Deadline Hollywood speculated that Baldwin’s show bored people: “For the entire premiere episode, the two men talked amicably about NYC issues, including taxes, job creation, the city’s controversial stop-and-frisk cop strategy — a conversation that, conventional wisdom would argue, probably sent even some Baldwin fans outside the five boroughs diving for their remotes.”