Alec Baldwin's MSNBC Show Driving Away Young Viewers

Alec Baldwin’s MSNBC show Up Late with Alec Baldwin is already in ratings purgatory and headed for hell.

The former star of the low-rated 30 Rock only drew 101,000 viewers in the 25-54 age bracket for the Nov. 8 telecast, as opposed to the 172,000 he drew in his debut Oct. 11. Baldwin hosted Cristina Tzintzun of the Workers Defense Fund and the Coalition for the Homeless’ Mary Brosnahan to gab about immigration reform and anti-poverty programs, and apparently 25-54-year-olds tuned out in droves. 

Although Baldwin’s total viewership rose from 354,000 on Nov. 1 to 395,000 a week later, the key demographic shrank during that time.

While Baldwin was losing ground, Fox News’ Sean Hannity, in his new 10 p.m. EST time slot., got the biggest numbers since his move in last month: a 24 percent ascent in viewership since October 11.