‘Good Morning America’ Posts Smallest Total Viewer Gap With ‘Today’ in Almost Five Years

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated.

via press release:

ABC News’ “Good Morning America” hit season-highs in both Total Viewers (5.364 million) and Adults 25-54 (1.8 rating/12 share/2.165 million) for the week of February 27, 2012.  In fact, “GMA” delivered its strongest performance in the key adult news demo in 3 years (since w/o 3/2/09), while drawing its largest overall audience in 10 months (since w/o 4/25/11, the week of the Royal Wedding).

During the week, “GMA” delivered season-high performances on Monday (2/27/12 – 5.561 million and 2.237 million), Tuesday (2/28/12 – 5.556 million and 2.2237 million) and Thursday (3/1/12 – 2.259 Adults 25-54), marking its best telecast numbers in 9 months – since the program’s coverage of the death of Osama bin Laden on Monday, May 2, 2011.

“GMA” improved year-to-year by +7% in Total Viewers and by +14% in Adults 25-54, growing its year-ago demo performance for the 4th week in a row.  In addition, “GMA” stood as the only morning newscast to build on the year-earlier week as both NBC’s “Today” (-7%/-8%) and CBS’ “This Morning” (-4%/-6%) each posted losses.

“GMA” narrowed its gaps versus the previous week with “Today” by double-digits for the 3rd straight week in both Total Viewers (-68% – 164,000 vs. 519,000) and Adults 25-54 (-13% – 323,000 vs. 370,000).  In fact, the ABC morning newscast scored its smallest Total Viewer margin (164,000) with “Today” in 4 1/2 years and closest in Adults 25-54 (323,000) in 3 1/2 years – since w/o 8/13/07 and w/o 7/21/08, respectively.

Year-over-year, “GMA” slashed its margins with “Today” in both Total Viewers (-82% – 164,000 vs. 930,000) and Adults 25-54 (-61% – 323,000 vs. 818,000)In fact, “GMA” has decreased its year-ago Adults 25-54 gap with the NBC program by double-digits for the 9th consecutive week and in 23 of 24 weeks this season.

Season to date, “GMA” narrowed its gaps in both Total Viewers (-35%) and Adults 25-54 (-40%) versus its year-ago season gaps.  In fact, “GMA” is posting its smallest Total Viewer (560,000) and Adults 25-54 (468,000) margins with “Today” in 16 years – since the 1995-96 Season.

“GMA” more than doubled the performance of “CBS This Morning” in Total Viewers (+107% – 5.364 million vs. 2.594 million) and Adults 25-54 (+103% – 2.165 million vs. 1.069 million).  “GMA” recorded its largest Total Viewer (+2.770 million) and Adult 25-54 (1.096 million) leads in over its CBS rival in 10 months – since w/o 4/25/11.

Season to date “GMA” is the only morning program to grow in Total Viewers (+5%) and Adults 25-54 (+9%) versus its year-ago averages (NBC’s “Today:” -1%/-6%, respectively; CBS’ “This Morning:” -10%/-12%, respectively). “GMA” is seeing its largest overall season audience in 4 years, since 2007-08.

February 2012 Sweep

ABC News’ “Good Morning America” attracted 5.027 million Total Viewers and a 1.7/12/2.054 million Adults 25-54 for the February 2012 Sweep, according to Nielsen Media Research. “GMA” was up by +1% in Total Viewers and by +9% in Adults 25-54 versus February 2011 (4.959 million and 1.887 million)In fact, the ABC morning newscast stood as only program to see February-to-February growth as both NBC’s “Today” (-2%/-5%) and CBS’ “This Morning” (-8%/-13%) each saw decreases.

In addition, “GMA” drew its largest overall February sweep audience in 5 years and best news demo performance for any sweep in 4 years – since February 2007 and February 2008, respectively.

“GMA” improved on the previous sweep by +2% Total Viewers and by +6% Adults 25-54 (4.950 million and 1.944 million, respectively, November 2011).  The ABC program grew the most in both measures from the prior sweep compared to NBC (-1%/+1%) and CBS (+1%/-1%).

“GMA” decreased its margins with NBC’s “Today” by double-digits versus February 2011 in both Total Viewers (-24% – 527,000 vs. 696,000) and in Adults 25-54 (-42% – 417,000 vs. 716,000), producing its smallest February sweep gap in overall viewers in 7 years and narrowest in Adults 25-54 in 16 yearssince February 2005 and February 1996, respectively.

“GMA” nearly doubled the performance of CBS’ “This Morning” during the month in both Total Viewers (+92% – 5.027 million vs. 2.624 million) and Adults 25-54 (+91% – 2.054 million vs. 1.076 million).  In fact, “GMA” turned in its largest Total Viewer advantage (2.403 million) over CBS in 7 years and biggest Adults 25-54 lead (978,000) in 5 years – since February 2005 and February 2007, respectively.  Further, ABC outperformed CBS by its largest news demo advantage during any sweeps period in nearly 5 years – since May 2007.    

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. Tom Cibrowski is senior executive producer.

blog comments powered by Disqus