Season-to-Date, ‘GMA’ is Posting its Smallest Total Viewer and Demo Margins with NBC’s ‘Today’ in 16 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This is an archived article and the information in the article may be outdated.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:

Season-to-Date, “GMA” is Posting its Smallest Total Viewer and Demo Margins with NBC’s “Today” in 16 Years


“GMA” Grows in Demo Year-to-Year While “Today” & “CBS This Morning” Decline Double-Digits


“GMA” is Seeing its Largest Overall Audience in 5 Years



ABC News’ “Good Morning America” drew 5.121 million Total Viewers and a 1.7 rating/12 share/2.046 million Adults 25-54 for the week of March 5, 2012.  “GMA” improved on its year-ago performance in Adults 25-54 (+4%) for the 5th week running, standing as the only morning newscast to build on the year-earlier week, as both NBC’s “Today” (-12%) and CBS’ “This Morning” (-11%) each posted double-digit losses.


Monday’s (3/5/12) telecast of “GMA” attracted its largest Adults 25-54 audience (2.283 million) in 10 months – since the program’s coverage of the death of Osama bin Laden on Monday, May 2, 2011.


For the 2nd week in a row, “GMA” narrowed its year-ago week gaps with “Today” in both Total Viewers (-37% – 448,000 vs. 713,000) and Adults 25-54 (-51% – 390,000 vs. 804,000)“GMA” has decreased its year-earlier news demo margin with the NBC program by double-digits in the last 10 weeks, and in 24 of 25 weeks this season.  


Season to date, “GMA” narrowed its gaps in both Total Viewers (-36%) and Adults 25-54 (-41%) versus its year-ago season gaps.  In fact “GMA” is posting its smallest Total Viewer (554,000) and Adults 25-54 (464,000) margins with “Today” in 16 years – since the 1995-96 Season.


“GMA” doubled the Total Viewer count of “CBS This Morning” (+100% – 5.121 million vs. 2.556 million), while nearly doubling in Adults 25-54 (+98% – 2.046 million vs. 1.034 million).  In fact, in the last 2 weeks, “GMA” has led “CBS This Morning” by its two largest sets of margins (+2.565 million and +1.012 million on w/o 3/5/12; +2.770 million and +1.096 million on w/o 2/27/12) since the week of the Royal Wedding over 10 months ago – 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 5 years, since 2006-07. on Yahoo! has quickly become the leading morning news show website. The February comScore report revealed that 28 million viewers visited GMA’s five-month old companion site compared to NBC’s which had an online audience of 13 million.  Twice as many people made their online destination for around-the-clock news and robust video beating out the competition.


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.


WEEK OF 3/5/12       TOTAL VIEWERS     ADULTS 25-54         HOUSEHOLDS

ABC                                                         5,121,000        1.7/12; 2,046,000    3.8/13

NBC                                                             5,569,000        2.0/14; 2,436,000    4.1/15

CBS                                                             2,556,000        0.9/ 6; 1,034,000    1.9/ 7


Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 3/5/12, 2/27/12 & 3/7/11.  Most Current:  2011-2012 Season (9/19/11 – 3/11/12) and 2010-2011 Season (9/20/10 – 3/13/11).

blog comments powered by Disqus