Over the last few months ABC’s “Good Morning America” has been making ratings strides against NBC’s “Today.” We have already covered its weekly wins, but in the month of May it also set a new benchmark, albeit a relatively minor one.
During May Sweeps “GMA” topped “Today” in the “C3” rating by 159,000 viewers, the first time it has ever won a sweeps in C3. C3 measures the number of people that watch a program live, or watch it on DVR within three days of airing. With the exception of sports programming, just about all TV ads are sold against C3, so there is some significance there. That said, “GMA” still fell to “Today” in the adults 25-54 demo in C3, and the demo is what advertisers typically buy against.
Ultimately, as with the weekly ratings, the big question is whether the current ratings seesaw will continue, or stabilize with either “Today” or “GMA” on the top of the heap. If ABC can sustain its lead in C3 over the course of a few months, and overtake “Today” in the demo, it would be a big deal indeed.