'Megyn Kelly Today' on Track to Deliver NBC's Worst Sweeps Ratings Since 2000

It’s no secret that former Fox News host Megyn Kelly has been struggling in the ratings since transitioning to daytime television at NBC. New data from Nielsen, however, suggests the picture grimmer than most realize.

While the month isn’t over yet, Kelly is on track to deliver historically low numbers for the critical November sweeps period. In fact, if things stay where they are, Kelly will log the lowest sweeps numbers of any period since NBC’s “Today” franchise first claimed the 9 a.m. hour in 2000. And we’re not just talking about the advertiser-coveted 25-54 demographic or total viewers — we’re talking about both the key demo and overall audience members. The dismal ratings appraisal even holds up when looking at adults 18-49.

Numbers reported Monday, when analyzed by TheWrap, reveal that Kelly has averaged just 699,000 daily viewers month-to-date so far among the 25-54 year-old demographic. Among 18-49 year-olds, the numbers shrink further with just 548,000 average daily viewers. Overall, the show logged 2.296 million viewers on average. All three of those metrics represent steep declines and a continued gradual drop-off that has persisted for the nettlesome 9 a.m hour since it’s turn-of-the-century launch.

While the 7 and 8 a.m. hours were also down, the drop-off was not as significant as Kelly’s 9 a.m. slot.

Also Read: Megyn Kelly on Charlie Rose: Now I Get Why He Grilled Me on Sexual Harassment at Fox News

Once known for her hard-charging prosecutorial style on Fox News, Kelly has attempted to share her softer side to daytime viewers on NBC. She has earned plaudits and ratings bumps for her segments on sexual harassment and assault victims, but otherwise there has been little else to celebrate.

The show has been regularly mocked since its launch in September for silly segments, or missteps from Kelly, who — for example — opened an interview with Jane Fonda in September with a question about her plastic surgery.

“We really want to talk about that right now?” snapped Fonda in an on-air rebuke.

Also Read: Megyn Kelly on Harassment Claims: 'If You Take a Shot at the King You Better Kill Him' (Video)

The poor ratings have not only hit Kelly’s hour, but are also beginning to bleed into the rest of NBC’s lineup, including Kathie Lee Gifford and Hoda Kotb’s show at 10 a.m.

“Comparing Kelly’s first two weeks versus the ‘Today’ show’s former 9 o’clock iteration over its final 10 episodes, ‘Megyn Kelly Today’ has declined an average of 10 percent among adults 25-54, which is the key demographic for news programming,” wrote TheWrap’s Tony Maglio last month. “When looking at the same two weeks from 2016, the falloff is worse: a 29 percent drop. The following hour — Kathie Lee and Hoda’s — is down 18 percent year over year.”

Representatives for Megyn Kelly declined to comment on this story. But here’s where we obligatorily point out that the host’s soft November has performed better than her lowly October, which was up from a lackluster late-September start.

So, there’s that.

Tony Maglio contributed to this report.

Bill O'Reilly Sexual Harassment Scandal: Complete Timeline of Events (Photos)

“The O’Reilly Factor” host Bill O’Reilly, the most-watched and most profitable personality on cable news, is officially out at Fox News. Here’s everything you need to know about the Fox profit machine’s fall from grace amid sexual harassment scandals.
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This year, O’Reilly has continued to dominate the ratings, ranking as the No. 1 most-watched cable news host — a position he’s held for more than a decade. Research firm Kantar Media estimated “The O’Reilly Factor” earned $446 million from advertisers between 2014 and 2016. See the 2017 cable rankings here.
Fox News
2004: In O'Reilly's first public run-in with sexual harassment claims, the host settled a lawsuit filed by his former producer, Andrea Mackris, according to a Washington Post report. The payout in the settlement was not disclosed.
Fox News
January 2017: The current scandal begins to bubble when the New York Times reports that Fox News and O'Reilly secretly settled a sexual harassment lawsuit in January. Juliet Huddy, a former Fox News employee, alleged that in 2011, O'Reilly tried to derail her career after she turned down sexual advances he made on her.
Fox News
April 1, 2017: The New York Times reported that O’Reilly and Fox News have settled sexual harassment and verbal abuse claims with five different women aimed at the host over the years. The two settlements mentioned above had been previously reported, but three were unknown. The payouts to women to end their suits total $13 million. Read more here.
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April 1: In addition to the settlements, two other women allege sexual harassment against O’Reilly. Former Fox host Andrea Tantaros alleged O’Reilly sexually harassed her in a lawsuit against former Fox CEO Roger Ailes. Radio host Wendy Walsh also came forward to allege O’Reilly made sexual advances on her when she was a guest on his show in 2013, and reneged on a promise to get her a job at the network after she rebuffed him.
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April 4: As the scandal grew, O'Reilly sponsors began to jump ship. Eleven O'Reilly sponsors exit the show, including Mercedes-Benz, Hyundai, Mitsubishi, BMW, GlaxoSmithKline, Allstate, T. Rowe Price and Constant Contact. Read the full story here.
Mitsubishi/BMW
April 5: Donald Trump supports O'Reilly, saying the host "shouldn't have settled." Trump also said "I don't think Bill did anything wrong." Read the rest of the story here.
Fox News
April 5: Even more sponsors pulled their support for "The O'Reilly Factor." The advertisers jumping ship include Lexus, Credit Karma, Bayer, TrueCar, Wayfair, Orkin, Society for Human Resources Management, CFP Board and Coldwell Banker. The total number of sponsors departing the show now totaled at least 20. Read more here.
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April 5: As the scandal heated up, others weighed in, including former Obama speechwriters. Celebrities such as Patton Oswalt and Bette Midler called for O'Reilly's firing on Twitter. D.L. Hughley wondered if O'Reilly has become a target because of his money, amid a few jokes at his expense.
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April 6: As more advertisers pulled out of "The O'Reilly Factor," two sponsors told TheWrap their ads were aired by Fox News against their wishes. Both MyPillow and Crowne Plaza said their ads were aired despite instructions to Fox not to do so. Read more here.
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April 7: Fox apparently stands behind O’Reilly despite sexual harassment allegations, and women at the network are reportedly “in anguish” that O’Reilly went “unrebuked.” Meanwhile, the number of advertisers who have pulled out from “The O’Reilly Factor” climbed to 60 or more. Read the full story here.
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April 7: Angie’s List, an advertiser that vocally stood by O’Reilly through the scandal, bowed to public boycott pressure and dropped its “Factor” sponsorship. Read the story here.
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April 8: "Saturday Night Live" took aim at the O'Reilly scandal, while sending up Trump's support for the host. Alec Baldwin played both O'Reilly and Trump on the show. Watch the sketch here.
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April 9: Fox News pledged to investigate the sexual harassment claims against O'Reilly, including Walsh's. Read the full story here.
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April 11: Fox News aired what might have been the final episode of “The O’Reilly Factor.” The April 11 episode is O’Reilly’s last before a vacation he said he scheduled in the fall, running until April 24. But reports suggested O’Reilly may not return to the network when his vacation ends. Read more here.
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April 13: In a letter congratulating Fox News on recent successes, Executive Chairman Rupert Murdoch failed to mention O’Reilly or the ongoing scandal. Read the full story here.
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April 18: An African American woman came forward to allege O'Reilly sexually and racially harassed her as a protest advocating O'Reilly's firing takes place at the Fox News headquarters in New York City. According to a statement by lawyer Lisa Bloom, the woman is "not asking for money, just accountability." Read more here.
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April 18: The Wall Street Journal, a publication owned by the Murdoch family (who also own Fox news), reported the network was looking to cut ties with O'Reilly before he returned from his scheduled vacation on April 24. Read the full story here.
Getty Images/Fox News
April 19: Women’s advocacy group UltraViolet urges Fox to “stop protecting sexual harassers” and fire O’Reilly in an online ad. Read more here.
UltraViolet
April 19: Fox News parent company 20th Century Fox releases a statement that O'Reilly will not return to the network. Read the story here.
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Everything you need to know about Bill O’Reilly’s ouster at Fox News

“The O’Reilly Factor” host Bill O’Reilly, the most-watched and most profitable personality on cable news, is officially out at Fox News. Here’s everything you need to know about the Fox profit machine’s fall from grace amid sexual harassment scandals.

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Bill O'Reilly Sexual Harassment Scandal: Complete Timeline of Events (Photos)

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