Things have gone from bad to worse for Megyn Kelly.
Ratings for "Megyn Kelly Today" reportedly slipped from 0.77 to 0.54 between Monday and Tuesday of last week, which could potentially represent a new ratings low for the "Today" show brand, according to Page Six.
"It's a possible all-time low for 'Today,'" a source told the outlet. "It may even be lower than her cable show. [NBC News president] Noah [Oppenheim] and [NBC News and MSNBC chairman] Andy [Lack] are in big trouble."
"That's a big drop," another source said. "They have to turn this around."
Not only that, but one of Page Six's sources said that Kelly appearing on MSNBC this week was "unthinkable" and "not a good sign" for her show. As they noted, "you don't see Matt [Lauer] or Savannah [Guthrie] on MSNBC."
The new report comes days after Variety spoke to several high-powered Hollywood publicists who told them that they are discouraging their clients from appearing on "Megyn Kelly Today" due to its lackluster ratings, negative press and stale format.
"I'm not booking anyone on her show," one publicist told Variety. "I literally haven't pitched anyone even from right out the gate. The buzz that is out there is so bad."
"I won't plan to have others go on," another publicist told the outlet following one of their client's bad experience on the show. "None specifically have been offered or asked to, but it'll be my preference not to."
Though other sources close to the show insist that things are almost always up-and-down out the gate for new shows, the lack of positive news around "Megyn Kelly Today" does not bode well for its future.
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- This article was initially published on AOL.com: Megyn Kelly's latest move is 'not a good sign' for her new 'Today' show hour