The second episode of "Sarah Palin's Alaska" on TLC premiered Sunday with 3 million total viewers, according to the Nielsen Co. That's still a hefty audience by basic-cable standards, but it's a long trek downhill from the record-setting pace of 5 million viewers for the series premiere the previous week. A 40% decline suggests that the early viewing was driven by the curious, who quickly checked out once they had crossed Episode 1 off their list. The series showcases the plain-spoken former Alaska governor and her family engaged in a full range of outdoorsy adventures.
Far worse for TLC: The audience that did come back was a little more gray around the temples than network executives like to see. The median age of the Palin viewer was 57, a full 15 years older than TLC's average. Whatever else Palin may be doing, she's not setting afire the hearts of younger viewers.