“GMA” Comes Back Strong for Current Week Beating NBC’s “Today” in 2 of the 3 Head-to-Head Telecasts in Total Viewers, According to Fast Affiliate Time Period Data

By Alyssa Bernstein

Aug 16, 2012 3:05pm

“GMA” Slashes Viewing Gaps With “Today” by 36% in Total Viewers and 26% in Adults 25-54 Compared to Second Week of Beijing Olympics

 ”GMA” Grows +16% in Total Viewers And Stands as Only Morning Show to Increase Compared to its Week Two Performance during the 2008 Summer Olympics

Despite Airing Against an Olympics-Boosted “Today,” “GMA” Improves Upon Its Year-Ago Performance in Total Viewers  

For week two of the 2012 Summer Olympics in London, ABC News’ “Good Morning America” drew 4.364 million Total Viewers and a 1.3 rating/11 share/1.610 million Adults 25-54 during the week of August 6, 2012, according to Nielsen Media Research.  “GMA” was up week-to-week in Total Viewers (4.359 million on w/o 7/30/12), while both NBC’s “Today” (-1%) and “CBS This Morning” (-2%) were down.  Additionally, Goodmorningamerica.com on Yahoo! is the dominant morning news website leading NBC’s Today.com by millions of pageviews and unique users.  In July 2012, 24 million people visited Goodmorningamerica.com on Yahoo!..

Despite airing against the second week of an Olympics-boosted “Today Show,” “GMA” improved on its year-ago performance (w/o 8/8/11) in Total Viewers (4.364 million vs. 4.343 million).

Additionally, “GMA” increased its performance compared to the corresponding week two 4 years ago (3.776 million on w/o 8/18/08) by +16% in Total Viewers.  In fact, the ABC morning newscast stood as only morning program to grow in overall viewers compared to its week two performance during the 2008 Summer Olympics as both NBC’s “Today” (-5%) and “CBS This Morning” (-13%)  each saw losses.  Further, “GMA” posted increases in all 5 corresponding telecasts of the week.

“GMA” narrowed its margins of week two from week one of the Summer Olympics-fueled “Today Show” in both Total Viewers (-4% – 1.541 million vs. 1.606 million) and Adults 25-54 (-4% – 821,000 vs. 855,000)In addition, “GMA” decreased its week two margins with “Today” during the Summer Olympics in London versus week two in Beijing by -36% in Total Viewers (1.541 million vs. 2.408 million) and by -26% in Adults 25-54 (821,000 vs. 1.117 million).  In fact “GMA” delivered its smallest Summer Olympic margins opposite an Olympics-fueled “Today Show” in both Nielsen measures since at least the 1996 Summer Olympics in Atlanta.  (Note: “Today” did not air during the 1992 Summer Olympics in Barcelona and the Nielsen electronic database started in September 1991). 

From Mon-Wed for the current week of August 13, 2012, the week immediately after the 2012 Summer Olympics,  “GMA” is already outdelivering NBC’s “Today” by +122,000 Total Viewers (4.355 million vs. 4.233 million), based on Nielsen Fast Affiliate time period data.  In Adults 25-54, only 25,000 demo viewers separate “GMA” and “Today” (1.754 million vs. 1.779 million).  In the 3 broadcasts of the week to date, “GMA” has beaten “Today” in 2 of the 3 head-to-head telecasts in Total Viewers (Tues: +186, 000 and Wed: +517,000), while leading in Adults 25-54 on Wednesday (+178,000).

Season to date, “GMA” has cut its gaps with “Today” in both Total Viewers (-53%) and Adults 25-54 (-48%) versus its year-ago season gaps.  In fact, “GMA” is posting its smallest margins with “Today” in 17 years in Total Viewers (359,000) and Adult 25-54 (368,000) - since the 1994-95 season.

Season to date “GMA” is the only morning program to grow in Total Viewers (+3%) and Adults 25-54 (+6%) versus its year-ago averages (NBC’s “Today:” -4%/-9%, respectively; CBS’ “This Morning:” -6%/-8%, respectively).  “GMA” is seeing its largest overall season audience in 6 years, since 2005-06.

“GMA” nearly doubled the performance of “CBS This Morning” in both Total Viewers (+98%) and Adults 25-54 (+99%).  

WEEK OF 8/6/12 TOTAL VIEWERS ADULTS 25-54 HOUSEHOLDS
ABC 4,364,000 1.3/11; 1,610,000 3.3/13
NBC 5,905,000 2.0/16; 2,431,000 4.5/18
CBS 2,201,000 0.7/ 5;   809,000 1.7/ 7

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 8/6/12, 7/30/12 & 8/8/11, or as dated.  Most Current:  2011-2012 Season (9/19/11 – 8/12/12) and 2010-2011 Season (9/20/10 – 8/14/11).    

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.

– ABC –

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