“GMA” Posts Smallest Weekly Total Viewer Gap (-164K) with “Today” in Almost 5 Years

By ABC News

Mar 8, 2012 12:29pm

For the 2012 February Sweep, “GMA” Posts Smallest Demo Margin with “Today” in 16 Years and Smallest Total Viewer Margin in 7 Years

abc gma anchors nt 2 110608 wg GMA Posts Smallest Weekly Total Viewer Gap ( 164K) with Today in Almost 5 Years

ABC News’ “Good Morning America” hit season-highs in both Total Viewers (5.364 million) and Adults 25-54 (1.8 rating/12 share/2.165 million) for the week of February 27, 2012.  In fact, “GMA” delivered its strongest performance in the key adult news demo in 3 years (since w/o 3/2/09), while drawing its largest overall audience in 10 months (since w/o 4/25/11, the week of the Royal Wedding).  

During the week, “GMA” delivered season-high performances on Monday (2/27/12 – 5.561 million and 2.237 million), Tuesday (2/28/12 – 5.556 million and 2.2237 million) and Thursday (3/1/12 – 2.259 Adults 25-54), marking its best telecast numbers in 9 months – since the program’s coverage of the death of Osama bin Laden on Monday, May 2, 2011.

“GMA” improved year-to-year by +7% in Total Viewers and by +14% in Adults 25-54, growing its year-ago demo performance for the 4th week in a row.  In addition, “GMA” stood as the only morning newscast to build on the year-earlier week as both NBC’s “Today” (-7%/-8%) and CBS’ “This Morning” (-4%/-6%) each posted losses.

“GMA” narrowed its gaps versus the previous week with “Today” by double-digits for the 3rd straight week in both Total Viewers (-68% – 164,000 vs. 519,000) and Adults 25-54 (-13% – 323,000 vs. 370,000).  In fact, the ABC morning newscast scored its smallest Total Viewer margin (164,000) with “Today” in 4 1/2 years and closest in Adults 25-54 (323,000) in 3 1/2 years – since w/o 8/13/07 and w/o 7/21/08, respectively.

Year-over-year, “GMA” slashed its margins with “Today” in both Total Viewers (-82% – 164,000 vs. 930,000) and Adults 25-54 (-61% – 323,000 vs. 818,000)In fact, “GMA” has decreased its year-ago Adults 25-54 gap with the NBC program by double-digits for the 9th consecutive week and in 23 of 24 weeks this season.

Season to date, “GMA” narrowed its gaps in both Total Viewers (-35%) and Adults 25-54 (-40%) versus its year-ago season gaps.  In fact, “GMA” is posting its smallest Total Viewer (560,000) and Adults 25-54 (468,000) margins with “Today” in 16 years – since the 1995-96 Season.

“GMA” more than doubled the performance of “CBS This Morning” in Total Viewers (+107% – 5.364 million vs. 2.594 million) and Adults 25-54 (+103% – 2.165 million vs. 1.069 million).  “GMA” recorded its largest Total Viewer (+2.770 million) and Adult 25-54 (1.096 million) leads in over its CBS rival in 10 months – 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 4 years, since 2007-08.

 

February 2012 Sweep

ABC News’ “Good Morning America” attracted 5.027 million Total Viewers and a 1.7/12/2.054 million Adults 25-54 for the February 2012 Sweep, according to Nielsen Media Research. “GMA” was up by +1% in Total Viewers and by +9% in Adults 25-54 versus February 2011 (4.959 million and 1.887 million)In fact, the ABC morning newscast stood as only program to see February-to-February growth as both NBC’s “Today” (-2%/-5%) and CBS’ “This Morning” (-8%/-13%) each saw decreases.

In addition, “GMA” drew its largest overall February sweep audience in 5 years and best news demo performance for any sweep in 4 years - since February 2007 and February 2008, respectively.

“GMA” improved on the previous sweep by +2% Total Viewers and by +6% Adults 25-54 (4.950 million and 1.944 million, respectively, November 2011).  The ABC program grew the most in both measures from the prior sweep compared to NBC (-1%/+1%) and CBS (+1%/-1%).

“GMA” decreased its margins with NBC’s “Today” by double-digits versus February 2011 in both Total Viewers (-24% – 527,000 vs. 696,000) and in Adults 25-54 (-42% – 417,000 vs. 716,000), producing its smallest February sweep gap in overall viewers in 7 years and narrowest in Adults 25-54 in 16 yearssince February 2005 and February 1996, respectively.

“GMA” nearly doubled the performance of CBS’ “This Morning” during the month in both Total Viewers (+92% – 5.027 million vs. 2.624 million) and Adults 25-54 (+91% – 2.054 million vs. 1.076 million).  In fact, “GMA” turned in its largest Total Viewer advantage (2.403 million) over CBS in 7 years and biggest Adults 25-54 lead (978,000) in 5 years – since February 2005 and February 2007, respectively.  Further, ABC outperformed CBS by its largest news demo advantage during any sweeps period in nearly 5 years – since May 2007.    

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 2/27/12       TOTAL VIEWERS    ADULTS 25-54         HOUSEHOLDS

ABC                   5,364,000        1.8/12; 2,165,000     4.0/14

NBC                   5,528,000        2.1/14; 2,488,000     4.1/15

CBS                   2,594,000        0.9/ 6; 1,069,000     2.0/ 7

February 2012 SWEEP   TOTAL VIEWERS    ADULTS 25-54         HOUSEHOLDS

ABC                   5,027,000        1.7/12; 2,054,000     3.7/14

NBC                   5,554,000        2.0/14; 2,471,000     4.2/15

CBS                   2,624,000        0.9/ 6; 1,076,000     2.0/ 7

 

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 2/27/12, 2/20/12 & 2/28/11.  Most Current:  2011-2012 Season (9/19/11 – 3/4/12) and 2010-2011 Season (9/20/10 – 3/6/11).   February 2012 Sweep (2/2-2/29/12), February 2011 (2/3-3/2/11) & November 2011 Sweep (10/27-11/23/11).   Sweep periods (November, February, May and July).

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