“GMA” Posts Smallest Demo Margin with NBC’s “Today” in 2 ½ Years

Feb 9, 2012 12:32pm

“GMA” Turns In Strongest Demo Performance in 9 Months

“GMA” Only Morning Program to Grow in Demo and Total Viewers Season-to-Date

“GMA” Posts Largest Demo Advantage over CBS’ “This Morning” in Almost a Year

ABC News’ “Good Morning America” attracted 4.956 million Total Viewers and 1.7/12/2.034 million Adults 25-54 for the week of January 30, 2012.  The ABC morning newscast improved week to week in both Total Viewers (+3%) and Adults 25-54 (+6%), turning in its strongest news demo performance in 9 months – since w/o 4/25/11.   

“GMA” cut its week-to-week margins with “Today” by -31% in Total Viewers (516,000 vs. 745,000) and by -28% in Adults 25-54 (396,000 vs. 548,000)In fact, “GMA” turned in its smallest news demo margin with “Today” in 2 1/2 yearssince w/o 7/20/09

In addition, “GMA” slashed its gaps with “Today” from the year-ago week by -41% in Total Viewers (516,000 vs. 868,000) and -50% in Adults 25-54 (396,000 vs. 788,000).  Through 20 weeks of the season, the ABC morning newscast has decreased its year-earlier margins with its NBC rival in 18 weeks in Total Viewers and in 19 weeks among Adults 25-54.   

Season to date, “GMA” narrowed its gaps in both Total Viewers (-36%) and Adults 25-54 (-39%) versus its year-ago season gaps.  In fact, “GMA” is posting its smallest Total Viewer margin (571,000) with “Today” in 16 years – since the 1995-96 Season.

“GMA” more than doubled the Total Viewer audience of “CBS This Morning” (+105% – 4.956 million vs. 2.421 million), while nearly doubling in Adults 25-54 (+91% – 2.034 million vs. 1.063 million)Further, “GMA” delivered its largest news demo advantage (971,000) over the CBS morning newscast since April - since w/o 4/25/11.

Season to date “GMA” is the only  morning program to grow in Total Viewers (+6%) and Adults 25-54 (+9%) versus its year-ago averages (NBC’s “Today” is down -1%/-6%, respectively; CBS’ “Early Show”/”This Morning” is down -11%/-12%, respectively). “GMA” is seeing its largest overall season audience in 4 years, since 2007-08.

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 1/30/12 TOTAL VIEWERS ADULTS 25-54 HOUSEHOLDS
ABC 4,956,000 1.7/12; 2,034,000 3.6/13
NBC 5,472,000 2.0/14; 2,430,000 4.1/15
CBS 2,421,000 0.9/6; 1,063,000 1.9/7

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 1/30/12, 1/23/12 & 1/31/11.  Most Current:  2011-2012 Season (9/19/11 – 2/5/12) and 2010-2011 Season (9/20/10 – 2/6/11).   

 

– ABC –

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