Ratings Report: ABC News Programming For the May 2011 Sweep, 2010-11 Broadcast Season, and Week of May 23

By Coordinator

Jun 3, 2011 12:53pm

 “GMA” Posts Largest May Sweep Audience in 6 Years

 

For the 2011 May Sweep, “GMA” Posts Smallest Total Viewer Margin with NBC’s “Today” in 4 Years

 

“GMA” Grows Most Versus Morning Shows Compared to May ’10 Sweep

 

For the 2010-11 Broadcast Season, “GMA” Posts Smallest Total Viewer Margin with “Today” in 4 Years

 

 

May 2011 Sweep

For the May 2011 Sweep, “Good Morning, America” attracted 5.290 million Total Viewers and 2.009 million Adults 25-54, according to Nielsen Media Research.  “GMA” was up over February 2011 by +7% in Total Viewers and by +6% in Adults 25-54, growing over the previous sweep for the 3rd sweeps period in a row.  In fact, “GMA” drew its largest overall sweep audience in over 5 years and best Adults 25-54 performance in over 2 years – since November 2005 and November 2008, respectively.

 

“GMA” saw double-digit increases over May 2010 in Total Viewers (+20%) and Adults 25-54 (+15%), drawing its largest May sweep audience in 6 years – since May 2005.  In addition, “GMA” grew the most May-to-May among the network morning news programs in both Nielsen measures.  

 

“GMA” saw its margins decrease with “Today” compared to May 2010 by -6% in Total Viewers (779,000 vs. 826,000) and by -4% in Adults 25-54 (758,000 vs. 789,000), delivering its narrowest May sweep gap in Total Viewers in 4 years – since May 2007 

 

“GMA” bested CBS’ “Early Show” during the month by 2.626 million Total Viewers and by 937,000 Adults 25-54 viewers.  Looking at all sweeps periods, “GMA” generated its largest Total Viewer advantage over the CBS program in 6 years and biggest Adults 25-54 lead in 4 years – since May 2005 and May 2007, respectively. 

 

2010-11 Broadcast Season

For the 2010-11 broadcast season, “Good Morning America” averaged 4.746 million Total Viewers and a 1.5/11/1.822 million in Adults 25-54.  “GMA” improved on the previous season in both Total Viewers (+8%) and Adults 25-54 (+1%), growing its overall audience the most season-to-season among the network morning news programs (NBC’s “Today” was up by less than +1%; CBS’ “Early Show” up by +2%).  In addition, “GMA” attracted its largest broadcast season audience in 3 years – since the 2007-2008 season.

 

“GMA” narrowed its season-to-season total viewing gap with NBC’s “Today” by double-digits (-31% – 808,000 vs. 1.170 million), scoring its smallest Total Viewer gap with the NBC program in 4 years – since the 2006-07 season.  

 

“GMA” beat CBS’ “Early Show” during the season by 2.000 million Total Viewers (4.746 million vs. 2.746 million) and by 680,000 Adults 25-54 (1.822 million vs. 1.142 million), turning in its largest Total Viewer lead over the CBS program in 4 years – since the 2006-07 season. 

 

 

 

Week of May 23, 2011

“Good Morning America” averaged 5.167 million Total Viewers and a 1.6/11/1.968 million in Adults 25-54 for the week of May 23, 2011.  “GMA” saw week-to-week increases in both Total Viewers (+7%) and Adults 25-54 (+7%), posting its strongest numbers in 4 weeks – since w/o 4/25/11.

 

For the 5th week in a row, “GMA” built on its year-ago week performance in both Total Viewers (+19%) and Adults 25-54 (+19%), improving the most on the year-ago week among the network morning news programs.

 

“GMA” increased its year-over-year Total Viewer growth to 20 straight weeks.  In fact, “GMA” improved on its year-ago performance in 33 of 36 weeks of the season to date.  Additionally, “GMA” up over the same week last year in the key adult news demo on 11 of the last 12 weeks. 

 

“GMA” shrank its margins compared to the prior week with NBC’s “Today” in both Total Viewers (-8% – 819,000 vs. 894,000) and Adults 25-54 (-5% – 756,000 vs. 793,000).  In addition, “GMA” cut its Adults 25-54 gap (-1% – 756,000 vs. 786,000) with “Today” compared the same week last year for the 3rd week in a row.

 

“GMA” bested CBS’ “Early Show” by 93% in Total Viewers (5.167 million vs. 2.674 million) and by 85% among Adults 25-54 (1.968 million vs. 1.065 million).  Further, “GMA” generated its 2nd-largest Total Viewer advantage (+2.493 million) over the CBS program in 4 years and biggest Adults 25-54 lead (903,000) in over 2 years  (since w/o 5/21/07 and w/o 3/2/09, respectively), behind only the its advantages on the week of royal wedding (w/o 4/25/11).

 

Emmy Award-winning “GMA,” featuring the anchor team of Robin Roberts, George Stephanopoulos, Sam Champion 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.

 

May 2011 Sweep                                     Total Viewers    Adults 25-54    Households

ABC                            5,290,000     1.6/11; 2.009,000    3.9/14

NBC                            6,069,000     2.2/16; 2,767,000    4.4/16

CBS                            2,664,000     0.9/ 6; 1,072,000    2.0/ 7

 

2010-11 Broadcast Season

 

    Total Viewers    Adults 25-54   Households

ABC                            4,746,000     1.5/11; 1,822,000    3.5/13

NBC                            5,553,000     2.1/15; 2,575,000    4.1/15

CBS                            2,746,000     0.9/ 7; 1,142,000    2.0/ 8

 

 

Wk of 5/23/11                               Total Viewers    Adults 25-54    Households

ABC                            5,167,000     1.6/11; 1,968,000    3.4/14

NBC                            5,986,000     2.2/16; 2,724,000    4.3/16

CBS                            2,674,000     0.9/ 6; 1,065,000    2.0/ 7

 

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 05/23/11, 5/16/11 & 5/24/10.  Most Current: May 2011 (4/28 – 5/25/11) & May 2010 (4/29 – 5/26/11).  February 2011 Sweep (2/3-3/2/11).  Sweep periods (November, February, May and July).  2010-2011 Broadcast Season (9/20/10 – 5/25/11) and 2009-2010 Broadcast Season (9/21/09 – 5/26/10).

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