Republican presidential nominee Donald Trump launched his new Facebook Live show, “Trump Tower Live,” on Monday. The nightly show, which purports to give viewers “the message straight from the campaign” without any “media filter” or “spin,” almost looked like it could’ve been on a cable network. There was a “newsroom” bustling in the background (actually Trump’s campaign headquarters), news anchors in suits, and graphics at the bottom telling viewers who was speaking, what was coming up, and, in a rolling bar of text, that Trump got one major newspaper endorsement, is leading in one poll, and that there are accusations of corruption by close Clinton ally Terry McAuliffe.

For those who haven’t been paying attention, Trump is really into cable news ratings. Specifically, how good or bad they are depending on the favorability of their coverage of him.

.@CNN just doesn’t get it, and that’s why their ratings are so low – and getting worse. Boring anti-Trump panelists, mostly losers in life! — Donald J. Trump (@realDonaldTrump) September 17, 2016

Wow, just saw the really bad @CNN ratings. People don’t want to watch bad product that only builds up Crooked Hillary. — Donald J. Trump (@realDonaldTrump) October 1, 2016

CNN is the worst – fortunately they have bad ratings because everyone knows they are biased. https://t.co/oFRfNY2rUY — Donald J. Trump (@realDonaldTrump) October 10, 2016

Wonderful @pastormarkburns was attacked viciously and unfairly on @MSNBC by crazy @morningmika on low ratings @Morning_Joe. Apologize! — Donald J. Trump (@realDonaldTrump) August 26, 2016

Just heard that crazy and very dumb @morningmika had a mental breakdown while talking about me on the low ratings @Morning_Joe. Joe a mess! — Donald J. Trump (@realDonaldTrump) September 2, 2016

If crazy @megynkelly didn’t cover me so much on her terrible show, her ratings would totally tank. She is so average in so many ways! — Donald J. Trump (@realDonaldTrump) March 19, 2016

Congratulations to @seanhannity on his tremendous increase in television ratings. Speaking of ratings- I will be on his show tonight @ 10pE. — Donald J. Trump (@realDonaldTrump) May 31, 2016

CNN gets the most vitriol from Trump, but, as you can see, he has also lashed out at MSNBC and even Fox News from time to time. Anyway, the man is clearly an expert when it comes to cable news and television ratings, so surely his own attempt to produce a cable news-like show would be a wildly successful ratings bonanza, with tremendous viewership numbers. Right?

Facebook puts the total number of views at 1.4 million as of Tuesday morning, which would, on the surface, appear to put Trump Tower Live right in the thick of things, ratings-wise, compared to his cable news rivals: Fox News had 2.28 million viewers in that timeslot last Friday, CNN had 1.27 million, and MSNBC had 1.07 million. But cable news ratings aren’t measured the same way Facebook Live views are. Nielsen ratings are the average number of viewers for the entirety of a timeslot. Facebook just counts views period, which means someone who tuned in for five seconds gets the same weight as someone who watched the entire show (it’s also worth noting that Facebook’s viewing data may not be all that reliable), and someone who watched the show several times would be counted several times. Put simply: Cable ratings reflect the concurrent viewership; Facebook’s viewer count is cumulative.

A much better comparison to cable ratings, then, would be with Trump Live’s concurrent views. You won’t find seven digits here. Or even six. The number fluctuated throughout the nearly 90 minute broadcast (only 40 minutes of which was Trump Live, with Trump himself giving a speech at a rally for the remaining time), but never appears to have reached even 100,000. The Hollywood Reporter pegged it at “more than 50,000.”Another viewer said its peak viewership appeared to be about 60,000, and that 10 minutes into the show it had fallen to 48,000. About 30 minutes into the show, one person observed, only 32,000 people were watching.

Of course, this was just the first night — the CNNs of the world have been building viewership for years — and it took place on a very new platform, as opposed to good ol’ TV. But, considering that 11.7 million people like Trump’s Facebook page, there is quite a gulf between the people Trump has the potential of reaching and the number of people who actually tuned in at any given moment.

There’s still time to turn this around: The show is supposed to run every night for two weeks in the run-up to the election. After that, well, there are rumors that Trump is hoping to launch his own news channel and his son-in-law, Jared Kushner, reportedly had informal talks with an investment banker about the possibility. That’s assuming, of course, that he isn’t elected president.

Monday’s night video view count will increase over time (the Trump Live test run after the final debate, for instance, has been out for several days now and currently has 9 million views), and allow Trump to save some face, if he wants. But compare that to Candace Payne, who started with basically no audience and managed to get 161 million views on her Facebook Live video about a Chewbacca mask. Maybe she should consider a presidential run in 2020.