Ronald Reagan’s first inaugural address was viewed by 41.8 million people via TV, the top rating among the inaugurations of modern American presidents. George W. Bush’s second inaugural address was viewed by 15.5 million, the lowest over the same period, which dates back to Richard Nixon.

Donald Trump’s might top Reagan’s if the wide media appeal of the new president carries over to his swearing in. Trump already has had a huge TV audience. “Celebrity Apprentice” as viewed by 20.3 million people during the 2003–2004 season.

According to Nielsen, 37.4% of all U.S. households watched Reagan take the oath of office. It is a number that outdistances any of the other presidents by far. Nixon is second at 33.1%. Barack Obama finished second to Reagan in absolute number of viewers. His second inauguration was viewed by 37.8 million people. The time between those two ceremonies is 26 years.

There does not appear to be any easy way to discern reasons for viewership. Nixon’s first inaugural address was viewed by 27.0 million people, while Bill Clinton’s second drew an audience of only 21.6 million.

Trump’s numbers could be hurt by movements meant to keep people away from their TVs during the ceremony. Trump already has lost a number of Democrats and celebrities who would typically attend but won’t as a means of protest. Some 36 members of the House of Representatives have said they will not be there. A number of musicians who might have performed have cancelled.

Protesters have asked Americans to turn their TVs to channels on which the swearing in is not shown, or turn their sets off altogether. The action is meant to hurt Trump’s ego. But they may not overcome the level of curiosity about what Trump may say.

Will the Trump swearing-in numbers be bolstered by “The Apprentice,” or will the forces meant to keep people from tuning in win? Trump needs to have nearly 40 million viewers to “win.”

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