[DEADLINE] 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 news hound'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.