“Good Morning America” Posts Smallest Weekly Demo Margin with NBC’s “Today” in 2 1/2 Years

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via press release:

“GMA” Posts Smallest Weekly Demo Margin with NBC’s “Today” in 2 1/2 Years


“GMA” Grows Year-to-Year as “Today” and CBS’ “This Morning” Lose Audience


“GMA” Outperforms “This Morning” Premiere Week by 2.146 Million Total Viewers



ABC News’ “Good Morning America” attracted 4.864 Total Viewers and 1.7/12/2.007 million Adults 25-54 for the week of January 9, 2012.  For the 2nd week in a row, “GMA” was up over its week-ago performance in both Total Viewers(+4%) and Adults 25-54 (+9%).  In fact, “GMA” scored its top news demo performance in 9 weeks (since w/o 11/7/11) and 2nd-best demo performance overall this season.


“GMA” improved on the year-earlier week for the 15th time in 17 weeks in Total Viewers (+3%) and in 16 of 17 weeks in Adults 25-54 (+10%) this season.  Further, “GMA” was the only morning newscast to grow year-to-year (NBC’s “Today” was down -6%/10%; “CBS This Morning” was down -10%/-13%).


For the 16th time in 17 weeks this season, “GMA” cut its year-to-year gaps with “Today” in both Total Viewers (-40% – 677,000 vs. 1.132 million) and Adults 25-54 (-52% – 422,000 vs. 882,000).  Additionally, for the 2nd straight week, “GMA” decreased its news demo margin with “Today” (-22% – 422,000 vs. 539,000), turning in its smallest Adults 25-54 gap in nearly 2 1/2  years – since w/o 8/10/09.


Season to date, “GMA” narrowed its gaps in both Total Viewers (-39%) and Adults 25-54 (-40%) versus its year-ago season gaps.  The ABC morning newscast is posting its smallest Total Viewer margin (563,000) with “Today” in 16 years – since the 1995-96 season.


“GMA” outperformed the premiere of “CBS This Morning” by 2.146 million Total Viewers (4.864 million vs. 2.718 million) and 892,000 Adults 25-54 (2.007 million vs. 1.115 million).


Season to date “GMA” is the only  morning program to grow in Total Viewers (+8%) and Adults 25-54 (+10%) versus its year-ago averages (NBC’s “Today” is flat and down -6%, respectively; CBS’ “Early Show”/”This Morning” is down -10% and -12%, respectively). “GMA” is seeing its largest overall season audience in 4 years, since 2007-08.


Emmy Award-winning “GMA,” featuring the anchor team of Robin Roberts, George Stephanopoulos, Sam Champion, Lara Spencer and Josh Elliott, airs live Mon.-Fri. (7:00-9:00 a.m., ET) on ABC. James Goldston is senior executive producer and Tom Cibrowski is executive producer.


WEEK OF 1/9/12        TOTAL VIEWERS     ADULTS 25-54         HOUSEHOLDS

ABC                    4,864,000        1.7/12; 2,007,000     3.6/13

NBC                    5,541,000        2.0/14; 2,429,000     4.2/15

CBS                    2,718,000        0.9/ 7; 1,115,000     2.0/ 8


Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 1/9/12, 1/2/12 & 1/10/11.  Most Current:  2011-2012 Season (9/19/11 – 1/15/12) and 2010-2011 Season (9/20/10 – 1/16/11).

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