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It's Just Getting Worse For “Megyn Kelly Today”

The trouble for Megyn Kelly Today and NBC News is getting worse.

From the start, Megyn Kelly Today‘s Nielsen ratings have been down compared to the third hour of Today, which was cohosted by Al Roker and Tamron Hall last fall. Despite a huge marketing push for Megyn Kelly Today, the show was down 12% in total viewers in Week 1 (2.9 million for Roker and Hall versus 2.5 million for Kelly), 24% in Week 2 (2.9 million versus 2.2 million), and 23% in Week 3 (2.9 million versus 2.3 million). Worse are Kelly’s ratings in the key demographic for news, adults 25 to 54: Week 1, down 25%; Week 2, down 38%; Week 3, down 33%. (Oct. 9 was Columbus Day, during which daytime shows traditionally get a bump, and Kelly drew a .8 in the 25-to-54 demo that day, tying her highest rating since the show’s premiere. For the rest of the week, she drew .5s and .6s.)

The ultimate aim of Megyn Kelly Today was to challenge Live With Kelly and Ryan, which is syndicated by ABC, but the contest is not even close. In Megyn Kelly Today‘s first week, Live beat it by 14% among viewers and 17% in the 25-to-54 demographic. In the second week, the gap widened, with Live besting Megyn Kelly Today by 34% among viewers and 60% in the demo. (Syndicated shows have a one-week lag in delivering ratings, so Week 3 comparisons are not yet available.)

Beating Live was the dream. Now that NBC News is in a waking nightmare surely the goal must be to not destroy Today’s popular wine-soaked fourth hour with Kathie Lee Gifford and Hoda Kotb. (NBCUniversal is an investor in BuzzFeed.) And while it’s not total carnage in the ratings yet, the weaker lead-in from Megyn Kelly Today is certainly affecting Kathie Lee and Hoda: It’s down both in total viewers and among 25- to 54-year-olds compared to the same weeks last year. In last year’s demo ratings, Today‘s third hour (with Roker and Hall) drew a .8 in the first two weeks of the season and a .9 in the third week, handing a strong lead-in to Kathie Lee and Hoda. Megyn Kelly Today has drawn a .6, .5, and .6 during the same weeks, which leaves Today at 10 a.m. struggling to hold on: The results are double-digit declines when compared to the start of the 2016 season.

Any further erosion for Kathie Lee and Hoda will surely cause Megyn Kelly Today‘s crisis moment, whether that means a cohost for Kelly, flipping the order of the shows, or some other attempt to fix this $18 million mess.

Kate Aurthur is the chief Los Angeles correspondent for BuzzFeed News. Aurthur covers the television and film industries.

Contact Kate Aurthur at kate.aurthur@buzzfeed.com.

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Stormzy Has Been Nominated For Five MOBO Awards

J Hus – Common Sense

Nines – One Foot Out

Sampha – Process

Stormzy – Gang Signs & Prayer

Wretch 32 – Growing Over Life

J Hus “Did You See”, produced by JAE5

Kojo Funds Feat. Abra Cadabra “Dun Talkin”, Produced by GA

Not3s “Addison Lee”, produced by Malv On The Track

Stormzy “Big For Your Boots”, produced by Sir Spyro & Fraser T Smith

Yungen Feat. Yxng Bane “Bestie”, produced by ADP

Bossman Birdie, “Walk The Walk”, directed by Luke Davies

J Hus “Spirit”, directed by Hugo Jenkins

Loyle Carner, “The Isle Of Arran”, directed by Georgia Hudson

Mist, “Hot Property”, directed by Oliver Jennings

Stormzy, “Big For Your Boots”, directed by Daps

Davido

Eugy

Juls

Maleek Berry

Mr Eazi

Sarkodie

Tekno

Tiwa Savage

Wande Coal

Wizkid

The 22nd MOBO Awards ceremony will take place on Wednesday 29 November at the First Direct Arena in Leeds.

You can buy tickets for the show here.

Reese Witherspoon Says She Was Sexually Assaulted By A Director When She Was 16

But, she said, she was inspired by the women in Hollywood who have recently spoken out against their abusers, and they made her feel less alone.

After hearing all the stories these past few days, and hearing these brave women speak up tonight about things that we’re kind of told to sweep under the rug and not to talk about, it’s made me want to speak up and speak up loudly because I actually felt less alone this week than I have ever felt in my entire career.

I have just spoken to so many actresses and writers, particularly women, who have had similar experiences, and many of them have bravely gone public with their stories. That truth is very encouraging to me and everyone out there in the world, because you can only heal by telling the truth.

Ashton Kutcher Revealed Why He And Mila Don't Put Their Kids On Social Media

Speaking on the Thrive Global podcast, Ashton explained:

We don’t share any photos of our kids publicly because we feel that being public is a personal choice. My wife and I have chosen a career where we’re in the public light, but my kids have not so I think they have the right to choose that. I actually don’t think they should have images of them as children that somebody could potentially blackmail them with.