“Good Morning America” Attracts Most-Watched Quarter Audience in Over 3 Years

Categories: Morning News TV Ratings,Network TV Press Releases

Written By

March 31st, 2011

via press release:
“GMA” Attracts Most-Watched Quarter Audience in Over 3 Years

“GMA” Grows Most in Total Viewers Among Morning News Programs Versus Year-Ago Quarter

“GMA” Posts Smallest Total Viewing Gap in 13 Quarters with NBC’s “Today”

“GMA” Delivers Smallest Total Viewing Margin with NBC’s “Today” During a 1st Quarter in 6 Years

“GMA” Delivers Largest 1st Quarter Total Viewing Advantage in 5 Years Over CBS’ “Early Show”

ABC’s “Good Morning America” averaged 4.88 million Total Viewers and a 1.5/11/1.86 million in Adults 25-54 during the 1st Quarter 2011, according to Nielsen Media Research. “GMA” saw the largest increases among the morning network news programs compared to 4Q10 in both Total Viewers (+10%) and Adults 25-54 (+7%); (CBS’s “Morning Show was up +1% and +4%, respectively; NBC’s “Today Show” was up +4% and +2%, respectively). In addition, “GMA” attracted its most-watched quarter audience in over 3 years – since 4Q07.

“GMA” improved +9% in Total Viewers versus the year-ago quarter (4.48 million – 1Q10), growing the most year-to-year among the morning news programs (CBS was up +1%; NBC was down -2%). The ABC morning program also generated its most-watched 1st Quarter audience in 4 years – since 1Q07.

“GMA” narrowed its Total Viewer gap with “Today” versus the previous quarter (4Q10) by -22% in Total Viewers (730,000 vs. 940,000) and by -8% in Adults 25-54 (740,000 vs. 800,000), representing its smallest Total Viewer quarter gap with the NBC program in 13 quarters – since 4Q07. Compared to 1Q10, “GMA” shrank the Total Viewer gap by -41% (740,000 vs. 1.2 million), turning in its narrowest margin during a 1st Quarter in 6 years – since 1Q05.

“GMA” topped CBS’ “Early Show” by 2.08 million Total Viewers and by 660,000 Adults 25-54 during 1Q01. The ABC program saw its largest 1st Quarter advantage in Total Viewers over the CBS program in 5 years (since 1Q06) and largest margin for any quarter in 13 quarters (since 4Q07).

For the week of March 21, 2011, “Good Morning America” averaged 4.94 million Total Viewers and a 1.5/11/1.87 million in Adults 25-54. For the 3rd straight week, “GMA” built on its year-ago week numbers in both Total Viewers (+18%) and Adults 25-54 (+5%). Further, the ABC program built on its Total Viewer count on the year-ago week for the 11th week in a row.

Season to date, “GMA” is up the most among the network morning news programs in Total Viewers (+6%) versus its year-ago average (NBC’s “Today” is down -3%, CBS’ “Early Show” is up by +1%).

For the 2nd week running, “GMA” saw its margins with NBC’s “Today” decrease in both Total Viewers (-53% - 530,000 vs. 1.13 million) and Adults 25-54 (-13% - 700,000 vs. 800,000) compared to the same week last year.

“GMA” topped CBS’ “Early Show” by 2.34 million Total Viewers and by 720,000 Adults 25-54, leading the CBS program with its 2nd-largest Total Viewer advantage of the season.

On Friday (3/25/11), “GMA” outdrew NBC’s “Today” in Total Viewers (5.37 million vs. 5.33 million).

The Emmy Award-winning morning news program, featuring the anchor team of Robin Roberts, George Stephanopoulos, Sam Champion and Juju Chang, airs live Monday through Friday from 7:00-9:00 a.m., ET on the ABC Television Network. James Goldston is the senior executive producer and Tom Cibrowski is the executive producer of ABC’s “Good Morning America.”

MORNING NEWS (1st Quarter 2011)
Total Viewers Adults 25-54 Households
ABC              4,880,000     1.5/11; 1,860,000     3.6/13
NBC              5,610,000     2.1/15; 2,600,000     4.1/15
CBS              2,800,000     1.0/ 7; 1,200,000     2.1/ 8
MORNING NEWS (Week of March 21, 2011)
Total Viewers Adults 25-54 Households
ABC              4,940,000     1.5/11; 1,870,000     3.7/14
NBC              5,470,000     2.1/15; 2,570,000     3.9/15
CBS              2,600,000     0.9/ 7; 1,150,000     1.9/ 7
Source: The Nielsen Company, NTI (Total Viewers and Adults 25-54); Live+SD for weeks of 3/21/11, 3/14/11, & 3/22/10.  Live+7 (where available) & Live+SD for Season-to-date 10-11 vs. 09-10 (9/2/10-3/25/11 vs. 9/21/09-3/26/10).  1Q11: 12/27/10 – 3/27/11.  4Q10: 9/20 – 12/26/10.  1Q10: 12/28/09 – 3/28/10.
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