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

Mar 15, 2012 2:36pm

“GMA” Grows in Demo Year-to-Year While “Today” & “CBS This Morning” Decline Double-Digits

 ”GMA” is Seeing its Largest Overall Audience in 5 Years

ABC News’ “Good Morning America” drew 5.121 million Total Viewers and a 1.7 rating/12 share/2.046 million Adults 25-54 for the week of March 5, 2012.  “GMA” improved on its year-ago performance in Adults 25-54 (+4%) for the 5th week running, standing as the only morning newscast to build on the year-earlier week, as both NBC’s “Today” (-12%) and CBS’ “This Morning” (-11%) each posted double-digit losses. 

Monday’s (3/5/12) telecast of “GMA” attracted its largest Adults 25-54 audience (2.283 million) in 10 months – since the program’s coverage of the death of Osama bin Laden on Monday, May 2, 2011.

For the 2nd week in a row, “GMA” narrowed its year-ago week gaps with “Today” in both Total Viewers (-37% – 448,000 vs. 713,000) and Adults 25-54 (-51% – 390,000 vs. 804,000)“GMA” has decreased its year-earlier news demo margin with the NBC program by double-digits in the last 10 weeks, and in 24 of 25 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 (554,000) and Adults 25-54 (464,000) margins with “Today” in 16 years – since the 1995-96 Season.

“GMA” doubled the Total Viewer count of “CBS This Morning” (+100% – 5.121 million vs. 2.556 million), while nearly doubling in Adults 25-54 (+98% – 2.046 million vs. 1.034 million).  In fact, in the last 2 weeks, “GMA” has led “CBS This Morning” by its two largest sets of margins (+2.565 million and +1.012 million on w/o 3/5/12; +2.770 million and +1.096 million on w/o 2/27/12) since the week of the Royal Wedding over 10 months ago – 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 5 years, since 2006-07.

GoodMorningAmerica.com on Yahoo! has quickly become the leading morning news show website. The February comScore report revealed that 28 million viewers visited GMA’s five-month old companion site compared to NBC’s Today.com which had an online audience of 13 million.  Twice as many people made GoodMorningAmerica.com their online destination for around-the-clock news and robust video beating out the competition. 

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 3/5/12 TOTAL VIEWERS ADULTS 25-54 HOUSEHOLDS
ABC 5,121,000 1.7/12; 2,046,000 3.8/13
NBC 5,569,000 2.0/14; 2,436,000 4.1/15
CBS 2,556,000 0.9/6; 1,034,000 1.9/7

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 3/5/12, 2/27/12 & 3/7/11.  Most Current:  2011-2012 Season (9/19/11 – 3/11/12) and 2010-2011 Season (9/20/10 – 3/13/11).   

– ABC –

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