“GMA” Equals Best News Demo Performance in 11 Quarters

Dec 30, 2011 1:09pm

“GMA” ONLY MORNING NEWS PROGRAM TO GROW IN KEY ADULT DEMO, AND GROWS MOST IN TOTAL VIEWERS VERSUS YEAR-AGO QUARTER AND SEASON TO DATE

POSTS SMALLEST TOTAL VIEWING AND DEMO GAPS DURING ANY QUARTER IN 4 YEARS WITH NBC’S “TODAY”

 DELIVERS LARGEST 4TH QUARTER TOTAL VIEWING ADVANTAGE IN 6 YEARS OVER CBS’ “EARLY SHOW”

4Q 2011:

 For 4th Quarter 2011, ABC News’ “Good Morning America” averaged 4.842 million Total Viewers and a 1.6/11/1.906 million in Adults 25-54, according to Nielsen Media Research“GMA” improved on the previous quarter (3Q11) in both Total Viewers (+8%) and Adults 25-54 (+12%), equaling its best news demo performance in 11 quarters - since 1Q09.  

 

“GMA” saw increases on the year-ago quarter (4Q10) of 9% in Total Viewers and 10% in Adults 25-54, growing the most on the year-ago quarter in overall viewers and qualifying as the only morning program to grow in the key adult news demo (NBC’s “Today:” +1%/-5%, respectively; CBS’ “Early Show:” -8%/-10%, respectively).  Furthermore, “GMA” improved on the year-ago week in all 14 weeks of the 4th quarter in Adults 25-54 and in 13 of 14 weeks in Total Viewers.    

 

“GMA” decreased its margins with “Today” compared to the previous quarter (3Q11) in both Total Viewers (-1% – 590,000 vs. 593,000) and Adults 25-54 (-12% – 501,000 vs. 569,000).  Decreasing its margins with “Today” for the 4th consecutive quarter, “GMA” posted its smallest gaps with “Today” during any quarter in 4 years – since 4Q07.

 

“GMA” bettered CBS’ “Early Show” during 4Q11 by 2.298 Total Viewers (4.842 million vs. 2.544 million) and by 865,000 Adults 25-54 (1.906 million vs. 1.041 million), representing “GMA’s” largest news demo lead over the CBS program during any quarter in 4 years (since 4Q07) and largest Total Viewer advantage during a 4th quarter in 6 years (since 4Q05).

 

Week of December 19, 2011

 

ABC News’ “Good Morning America” drew 4.644 Total Viewers and 1.5/11/1.811 million Adults 25-54 for the week of December 19, 2011.   ”GMA” improved in Total Viewers (+2%) and Adults 25-54 (+7%) on the year-ago week (4.553 million and 1.700 million on w/o 12/20/11), standing as the only morning newscast to grow year to year (NBC’s “Today” was flat/-5%, respectively; CBS’ “Early Show” was down -10%/-5%, respectively).    

 

For the 14th time in 14 weeks of the season, “GMA” decreased its year-earlier margins with “Today” in both Total Viewers (-14% – 690,000 vs. 807,000) and in Adults 25-54 (-31% – 547,000 vs. 792,000).  Additionally, for the 2nd week in a row, “GMA” decreased its Total Viewer margin with the NBC program versus the prior week (-9% – 690,000 vs. 760,000).   

 

Season to date, “GMA” narrowed its gaps in both Total Viewers (-37%) and Adults 25-54 (-38%) versus its year-ago season gaps, posting its smallest margins (590,000 and 501,000, respectively) with “Today” in 4 years – since the 2007-08 season.

 

“GMA” paced ahead of CBS’ “Early Show” by 2.212 million Total Viewers (4.644 million vs. 2.432 million) and by 778,000 Adults 25-54 (1.811 million vs. 1.033 million).

 

Season to date “GMA” is up the most among network morning news programs in Viewers (+9%), and is the only morning program to grow in Adults 25-54 (+10%) versus year-ago averages (NBC’s “Today” is up +1% and down -5%, respectively; CBS’ “Early Show” is down -8% and -10%, respectively). “GMA” is seeing its largest overall season audience in 4 years, since the 2007-08 Season.

 

Note:  Due to the Christmas holiday, “Good Morning America” was re-titled “Good Morning Amer” on Friday (12/23/11) and is excluded from the average. NBC’s “Today” and CBS’ “Early Show” are based on 5 days.

 

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.

 

4th QUARTER, 2011     TOTAL VIEWERS      ADULTS 25-54      HOUSEHOLDS

ABC                      4,842,000     1.6/11; 1,906,000      3.6/13

NBC                      5,432,000     2.0/14; 2,407,000      4.1/15

CBS                      2,544,000     0.9/ 6; 1,041,000      1.9/ 7

 

WEEK OF 12/19/11      TOTAL VIEWERS      ADULTS 25-54       HOUSEHOLDS

ABC                      4,644,000     1.5/11; 1,811,000      3.4/13

NBC                      5,334,000     2.0/14; 2,358,000      3.9/15    

CBS                      2,432,000     0.9/ 6; 1,033,000      1.8/ 7

 

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 12/19/11, 12/12/11 & 12/20/10.  Most Current: 4Q11: 9/19/11 – 12/25/11.  3Q11: 6/27 – 9/18/11. 4Q11: 9/20/10 – 12/26/10.  2011-2012 Season (9/19 – 12/25/11) and 2010-2011 Season (9/20 – 12/26/10).   

 

 

– ABC –

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