“GMA” is #1 for the Week: Outperforming NBC’s “Today” – #1 for 9 Consecutive Weeks in Total Viewers and 7 Consecutive Weeks in Adults 25-54


Oct 18, 2012 11:56am

“GMA” Turns in Its Largest Stretch at the Top in Key Demo in More than 18 Years 

“GMA” Grows Year-to-Year Among Adults 25-54 and Total Viewers  While “Today” Declines Double-Digits

ABC News’ “Good Morning America” finished as the No. 1 morning news program for the 3rd week in a row this season in both Total Viewers (4.908 million) and Adults 25-54 (1.909 million) for the week of October 8, 2012, according to Nielsen Media Research. “GMA” outdrew NBC’s “Today” (4.332 million and 1.747 million, respectively) by +576,000 Total Viewers and by +162,000 Adults 25-54.  “GMA” has been the No. 1 morning newscast in Total Viewers for the last 9 weeks, while extending its Adults 25-54 streak at No. 1 to 7 weeks.  In fact, “GMA” turned in its longest stretch at the top in the key adult news demo in more than 18 years – since an 11-week streak from w/o 4/25/94 – w/o 7/4/94.  In September, Goodmorningamerica.com reached 22M unique users and served over 85 million page views.  It is the #1 morning news website and beats MSNBC’s Today by millions of users each month. This summer, visitors spent +16% more time on Goodmorningamerica.com compared to Today.

“GMA” improved on its year-ago week performance (4.759 million and 1.872 million, respectively, on w/o 10/10/11) in both Total Viewers (+3%) and Adults 25-54 (+2%), while “Today” decreased by double digits (-16%/-25%).

For the 3rd time in 3 weeks of the new season, “GMA” topped the “Today Show” in all 5 head-to-head telecasts of the week in both Total Viewers (Mon: +668,000, Tues: +903,000, Wed: +589,000, Thurs: +475,000 and Fri: +236,000) and Adults 25-54 (Mon: +5,000, Tues: +294,000, Wed: +176,000, Thurs: +141,000 and Fri: +189,000).  The ABC morning program owned the Top 5 telecasts of the week in both measures.  Further, “GMA” held the week’s No. 1 morning telecast (10/9/12) in Total Viewers (5.130 million) and Adults 25-54 (2.025 million).

Three weeks into the 2012-13 season, “GMA” stands as the No. 1 morning news program in both Total Viewers and Adults 25-54.  In fact, “GMA” is leading “Today” by its largest season margin in overall viewers (+676,000) in more than 21 years and in the key adult news demo (+194,000) in 21 years – since at least the 1991-92 season and the 1991-92 season; Nielsen’s electronic database started on September of 1991.   

Season to date “GMA” is the only morning program to grow in both Total Viewers (+4%) and Adults 25-54 (+3%) versus its year-ago averages (NBC’s “Today” is down -18%/-28%, respectively; CBS’ “This Morning” is +2%/flat, respectively).  “GMA” is seeing its largest overall season audience in 7 years and best Adults 25-54 performance in 5 years - since the 2005-06 and the 2007-08 seasons.

“GMA” bettered “CBS This Morning” in Total Viewers (+87%) and Adults 25-54 (+80%).

ABC 4,908,000  1.6/12; 1,909,000 3.7/14
NBC 4,332,000  1.5/11; 1,747,000 3.3/12
CBS 2,620,000 0.9/ 7; 1,059,000 2.0/ 8

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 10/8/12, 10/1/12 & 10/10/11, or as dated.   Most Current – 2012-2013 Season (9/24 – 10/14/12) and 2011-2012 Season (9/19 – 10/9/11).

– ABC –

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