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Ratings for the news shows are steady

Jul 27, 2006

There has been a huge amount of buzz about the morning news shows over the past two months, with NBC’s Katie Couric and ABC’s Charles Gibson moving from the morning to the evening news. But what there hasn’t been is a big change in ratings, which have remained relatively steady amid all the turmoil.

In fact, there may not be any major fluctuations for months to come despite the new faces arriving on NBC’s “Today” and ABC’s “Good Morning America.” For now, the morning rankings remain unchanged.

For the most recent week available, the week ended July 16, “Today” averaged 4.9 million total viewers to “Good Morning America’s” 4.3 million. The difference of 600,000 was roughly same margin that’s separated the two shows for more than eight months now.

What’s more, “Today” without Couric was down just 5 percent from its household average with Couric for the same week last year, dipping from a 4.1 to a 3.9. That’s a negligible dip in a very slow summer for TV.

While “GMA” was down a bit more, 11 percent from a 3.8 to a 3.4, that simply reflects the season-to-date losses that the program has seen. Its current average is just a tad below where it was six weeks ago, before Gibson left.

The stability may seem like a surprise. Without Couric and Gibson, who between them spent more than three decades on the morning news, you might expect viewers to be sampling new shows or abandoning old favorites.

But the reality is that it may take months for a big swing for any of the morning shows, for several reasons.

First and most important is that viewership trends for news programs generally take months and months to play out. The shows are built for stability, with very few changes in anchor or host, designed to make them habit-forming.

Andrew Tyndall, the noted news analyst and publisher of the Tyndall Report, says that it takes about nine months after a major change for news viewing to settle into normal patterns.

Thus it may not be until next spring, nine months after Meredith Vieira joins “Today,” that NBC sees a change and longer for ABC, which has not announced a replacement for Gibson.

Change also takes a long time because some of the morning success piggybacks on evenings. When NBC’s primetime crumbled and ABC’s soared in fall 2004, that was not reflected in the morning news ratings until May 2005, when ABC came within 40,000 viewers of its rival one week. “Today” has since rebuilt its lead, in part thanks to a boost from NBC’s Winter Olympics coverage.

Finally, morning viewers are creatures of habit. They won’t make a change unless they find something truly distasteful. At this point, despite Gibson and Couric’s departures, the morning shows are essentially the same as they were three months ago: no new sets, hosts or approaches.

September will bring changes to all three morning shows, with Vieira taking up her seat, Jim Murphy joining “GMA” as senior executive producer, and CBS rumored to be mulling some morning tweaks to take advantage of Couric’s presence. That’s when ratings and the rankings may begin their slow change.

Meanwhile, in other daypart ratings for the week ended July 16:

NBC’s “Meet the Press” continued to dominate on Sunday morning, averaging 3.81 million viewers. CBS’s “Face the Nation” trailed at 2.96 million, followed by “This Week with George Stephanopolous” on ABC at 2.4 million. “Press” had its best 25-54 rating since mid-May, 

With Wimbledon and the accompanying late-night delays done, NBC's "Tonight Show with Jay Leno" took back the No. 1 spot in late night with an average 5.5 million viewers, leaving CBS's "Late Show with David Letterman" second once again with 3.6 million. ABC's "Nightline" trailed in third with 3.2 million viewers.

In daytime, CBS led in total viewers with 3.84 million in daytime dramas and 4.14 for full day, while NBC led women 18-49 with a 1.6 in both categories.

For the week ended July 21, NBC's "Nightly News with Brian Williams" finished first with 7.96 million viewers, just ahead of ABC's "World News Tonight's" 7.57 million. CBS averaged 6.9 million. NBC also nudged back ahead of ABC in adults 25-54.

SUNDAY MORNING SHOW RATINGS
Week ending July 16, 2006

Program

Network

Households*

People 2+

Adults 25-54

Rtg%

Shr

Total viewers (millions)

Rtg%

Meet the Press

NBC

2.7

9

3.81

1.1

Face the Nation

CBS

2.2

7

2.96

0.9

This Week with George Stephanopoulos

ABC

1.8

6

2.40

0.8

News Sunday

Fox

1.1

3

1.38

0.5

* Each rating point is equivalent to 1.096 million homes
Source: NTI

 

 

MORNING SHOW RATINGS
Week Ending July 16, 2006
Five-day averages

Program

Network

Households

People 2+

Rtg%

Shr

Total viewers (millions)

Today

NBC

3.9

15

4.9

Good Morning America

ABC

3.4

13

4.3

Early Show

CBS

1.8

7

2.3

* Each rating point is equivalent to 1.096 million homes
Source: NTI

 

 

LATE-NIGHT RATINGS
Week Ending July 16, 2006
Five-day averages

Program

Network

People 2+

Adults 18-49

Total viewers (millions)

Rtg%

Tonight Show with Jay Leno

NBC

5.5

1.7

Late Show with David Letterman

CBS

3.6

1.2

Nightline

ABC

3.2

1.0

Late Night with Conan O’Brien

NBC

2.3

0.9

The Late Late Show with Craig Ferguson

CBS

1.7

0.6

Jimmy Kimmel Live

ABC

1.6

0.6

Last Call with Carson Daly

NBC

1.4

0.6

Source: NTI

 

DAYTIME RATINGS
Week Ending July 16, 2006
Five-day averages

Daytime dramas

Total viewers (millions)

Women 18-49

Network

(millions)

Rtg%

CBS

3.84

1.5

ABC

3.13

1.6

NBC

2.64

1.6

Full daytime

Total viewers (millions)

Women 18-49

Network

(millions)

Rtg%

CBS

4.14

1.4

ABC

3.01

1.5

NBC

2.64

1.6

Source: NTI

 

EVENING NETWORK NEWS RATINGS
Week Ending July 21, 2006
Five-day averages

Program

Network

25-54s*

People 2+

Rtg%

Shr

Total viewers (millions)

NBC Nightly News with Brian Williams

NBC

2.2

9

7.96

ABC World News Tonight

ABC

2.1

9

7.57

CBS Evening News with Bob Schieffer

CBS

1.8

8

6.90


Source: Nielsen Media Research

 

SYNDICATION
Ranked on Households
Week Ending July 16

#

 PROGRAMS

Syndicator

Households

US Rtg%

(000)

1

WHEEL OF FORTUNE

KIN

6.3

6937

2

JEOPARDY

KIN

5.2

5680

3

CSI-SYN (AT)

KIN

4.8

5269

4

EVRY LVS RAYMOND-SYN (AT)

KIN

4.7

5152

4

OPRAH WINFREY SHOW (AT)

KIN

4.7

5230

6

SEINFELD (AT)

SPT

4.4

4828

7

ENTERTAINMENT TONIGHT(AT)

PRM

4.1

4526

8

SEINFELD-WKND (AT)

SPT

4

4438

9

DR. PHIL SHOW (AT)

KIN

3.9

4244

9

JUDGE JUDY (AT)

PRM

3.9

4345

11

WHEEL OF FORTUNE WKND

KIN

3.7

4026

12

EVBDY LVS RAYMOND-WKD-SYN

KIN

3.4

3785

13

FRIENDS (AT)

WB

3.2

3559

14

LIVE WITH REGIS AND KELLY

BV

3.1

3382

15

THAT 70S SHOW-MF-SYN (AT)

2/T

3

3355

16

INSIDE EDITION

KIN

2.9

3208

17

ENTERTAINMENT TONIGHT WKD

PRM

2.7

3008

17

JUDGE JOE BROWN (AT)

PRM

2.7

2988

17

MAURY (AT)

NBU

2.7

3016

17

MILLIONAIRE (AT)

BV

2.7

3011

21

DIVORCE COURT (AT)

2/T

2.6

2815

21

KING OF THE HILL-SYN(AT)

2/T

2.6

2913

21

PEOPLE'S COURT (AT)

WB

2.6

2886

24

BUENA VISTA VI

BV

2.5

2759

24

COPS-SYN (AT)

2/T

2.5

2734

Source: Nielsen Media Research

 



Toni Fitzgerald is a staff writer for Media Life.




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