Ratings: “GMA” Scores Smallest Demo Margin with NBC’s “Today” in Almost 4 Years

By David Ford

Mar 22, 2012 11:43am

“GMA” Grows in Total Viewers and Demo Year-to-Year While “Today” & “CBS This Morning” Decline

Season-to-Date, “GMA” is Posting its Smallest Total Viewer and Demo Margins with NBC’s “Today” in 16 Years

ABC News’ “Good Morning America” drew 4.725 million Total Viewers and a 1.6 rating/12 share/1.919 million Adults 25-54 for the week of March 12, 2012.  “GMA” was up over the same week last year in both overall viewers and in the key adult news demo (4.710 million and 1.874 million Adults 25-54 on w/o 3/14/11).  This marks the 6th week in a row and the 7th time in the last 8 weeks that “GMA” has posted year-ago increases in Adults 25-54.  Further, “GMA” was the only morning newscast to grow year-to-year, as both NBC’s “Today” (-5%/-12%) and CBS’ “This Morning” (-5%/-6%) each saw decreases.

“GMA” cut its week-to-week gaps with “Today” by -42% in Total Viewers (262,000 vs. 448,000) and by -27% in Adults 25-54 (286,000 vs. 390,000).  In fact, the ABC morning newscast scored its smallest Adults 25-54 margin with “Today” in almost 4 years – since w/o 7/21/08.

“GMA” cut its year-ago gaps with “Today” by more than half in both Total Viewers (-51% – 262,000 vs. 533,000) and Adults 25-54 (-54% – 286,000 vs. 618,000)“GMA” has slashed its year-ago Adults 25-54 margin with the NBC program by double-digits in the last 11 weeks, and in 25 of 26 weeks this season.  

Season to date, “GMA” narrowed its gaps in both Total Viewers (-36%) and Adults 25-54 (-41%) versus its year-ago season gaps.  In fact “GMA” is posting its smallest Total Viewer (543,000) and Adults 25-54 (458,000) margins with “Today” in 16 years – since the 1995-96 Season.

“GMA” towered over “CBS This Morning” by 93% in Total Viewers (4.725 million vs. 2.447 million) and by 86% in Adults 25-54 (1.919 million vs. 1.031 million).

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 5 years, since 2006-07.

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 3/12/12       TOTAL VIEWERS    ADULTS 25-54         HOUSEHOLDS

ABC                   4,725,000        1.6/12; 1,919,000    3.5/14

NBC                   4,987,000        1.8/14; 2,205,000    3.7/14

CBS                   2,447,000        0.9/ 6; 1,031,000    1.9/ 7

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 3/12/12, 3/5/12 & 3/14/11.  Most Current:  2011-2012 Season (9/19/11 – 3/18/12) and 2010-2011 Season (9/20/10 – 3/20/11).

SHOWS:
You are using an outdated version of Internet Explorer. Please click here to upgrade your browser in order to comment.
blog comments powered by Disqus