“GMA” Posts Smallest Weekly Demo Gap with “Today” in Over 15 Months

By Caragh Fisher

Nov 10, 2011 1:45pm

 For the 7th Consecutive Week, “GMA” Substantially Cuts Total Viewing and Demo Gaps with “Today” Year-to-Year and Season-to-Date

 ”GMA” Increases Double-Digits in Demo and Total Viewers Year-to-Year as “Today” Declines

ABC News’ “Good Morning America” drew 4.778 million Total Viewers and a 1.6/12/1.952 million in Adults 25-54 for the week of October 31, 2011.  Building on the previous week in the key adult news demo (1.950 million on w/o 10/24/11) for the 4th week in a row, “GMA” delivered its best Adults 25-54 performance in 5 months – since w/o 5/23/11. 

For the 7th time in 7 weeks of the season, “GMA” improved on the year-ago performance in both Total Viewers (+15%) and Adults 25-54 (+12%). “GMA” stood as the only morning news program to post gains in either Nielsen measure (NBC’s “Today” was down -1% and -7%, respectively; CBS’ “Early Show” was down -7% and -9%, respectively).

On Wednesday (11/2/11), “Good Morning America” registered its strongest telecast in Total Viewers (5.102 million) and Adults 25-54 (2.166 million) since May - since 5/26/11 and 5/2/11, respectively.   

“GMA” lowered its weekly Adults 25-54 gap with “Today” by -10% (433,000 vs. 479,000) to deliver its smallest news demo gap with the NBC program over 15 months – since w/o 7/05/10.  Additionally, for the 7th consecutive week this season, “GMA” slashed its year-to-year margins with “Today” by double-digits in both Total Viewers (-54% – 537,000 vs. 1.175 million) and Adults 25-54 (-48% – 433,000 vs. 831,000)Season to date, “GMA” narrowed its gaps in both Total Viewers (-51%) and Adults 25-54 (-38%) versus its year-ago season gaps, posting its smallest margins (469,000 and 481,000, respectively) with “Today” in 4 years – since the 2007-08 season.

“GMA” outperformed CBS’ “Early Show” by 2.271 million Total Viewers (4.778 million vs. 2.507 million) and by 895,000 Adults 25-54 (1.952 million vs. 1.057 million), turning in its 2nd-best news demo advantage of the season.

Season to date “GMA” is up the most among the network morning news programs in Total Viewers (+14%), and is the only morning program to grow in Adults 25-54 (+13%) versus its year-ago averages (NBC’s “Today” is up +2% and down -3%, respectively; CBS’ “Early Show” is down -6% and -8%, respectively). “GMA” is seeing its largest overall season audience in 4 years – since the 2007-08 season.

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 10/31/11         Total Viewers       Adults 25-54                 Households

ABC                                4,778,000             1.6/12; 1,952,000         3.5/13

NBC                                5,315,000             2.0/14; 2,385,000         4.0/15

CBS                                 2,507,000             0.9/ 6; 1,057,000          1.9/ 7

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 10/31/11, 11/24/11 & 11/1/10.  Most Current: 2011-2012 Season (9/19 – 11/6/11) and 2010-2011 Season (9/20 – 11/7/10).

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