Alec Baldwin is pretty lonely on Friday nights. His not-so-late talk show Up Late on MSNBC is flailing in the ratings, last week pulling in just 101,000 viewers in the adults 25-54 demographic. That's, according to Dominic Patten of Deadline, down 41 percent from the numbers in the demo for his October 11 debut of his 10 p.m. program.
The November 8 outing—which featured discussion about homelessness and undocumented workers—had more viewers than the November 1 episode, which was about 2001: A Space Odyssey. Still, the earlier episode had more viewers in the key demo.
When Baldwin's show premiered in early October, its numbers were okay. The overall numbers—though not the demo—were up from the previous resident of that time slot, with about 654,000 people tuning in. Last Friday, 395,000 people watched. That said, while he's being trounced by Fox News' Sean Hannity show, Baldwin's at least doing better than CNN's 10:30 p.m. sports show Unguarded.
Now, 10 p.m. on Friday nights isn't a great spot, but Baldwin's lineup also isn't exactly demanding hordes of viewers. He's had an idiosyncratic assortment of guests which range from Bill de Blasio to Debra Winger to Chris Matthews to this week's upcoming guest Ellen Barkin. (Well, to be fair, Ellen Barkin should be hilarious.) Though this somewhat absurdist collection of people would make sense for Baldwin's WYNC radio show, and it's nice that the show seems to be aligning with his personal interests, it seems out of place on a big cable network.