‘Today’ wins second week in adults 25-54
January 18, 2013
“Today” is on the comeback trail.
The NBC morning show, which had a nearly two-decade winning streak among adults 25-54 halted by ABC’s “Good Morning America” last year, has patched together back-to-back weekly wins in the demo for the first time since August.
The victory came by the thinnest of margins. “Today” averaged 1.94 million 25-54s for the week ended Jan. 13, compared to 1.936 million for “GMA,” an advantage of just 4,000 viewers.
It marked “Today’s” second straight weekly victory in the demo, and the first time that’s happened since the Olympics pushed “Today” to two weeks of domination last summer, though ABC leads for the season.
It’s hard to say if this signals a new trend in morning TV. “GMA” remains without popular anchor Robin Roberts, who is slated to return next month, and that could have a bearing on the ratings. She’s been out since September.
“GMA” remains 2 percent ahead of last year in the demo season to date, while “Today” is down 22 percent, so it may be month before it’s clear if these two weeks were just a fluke.
Among total viewers “Good Morning America” continued to hold a comfortable lead for the week, with 5.01 million viewers to “Today’s” 4.55 million.
“CBS This Morning” remains well behind its rivals with 2.7 million total viewers and 1.042 million in the demo, one year after its huge overhaul. The show is up 5 percent in total viewers this season over last.
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