If you’ve been reading the weekly morning show posts, then you know the trends. But to recap for the just-completed 4th quarter: ABC’s Good Morning America drew the most total viewers; NBC’s Today show was most-watched in the ad-friendly A25-54 demo; and CBS This Morning is the only broadcast to see growth.
GMA’s total viewer win was by just 84,000 viewers over the Today show. In fact, the NBC program won the month of December among total viewers, its first monthly (non-Olympic) win over GMA since June, 2012.
Compared to Q4 2015 only CBS This Morning was up: +6 percent in viewers and +10 percent in the demo. ABC was down -6 percent in viewers and down -8 percent in the demo; NBC was down -1 percent and flat, respectively.
The averages for Q4 2016:
- Total Viewers: ABC: 4.660M / NBC: 4.576M / CBS: 3.688M
- A25-54 viewers: ABC: 1.534M / NBC: 1.787M / CBS: 1.116M
The averages for the week of Dec. 19, 2016:
- Total Viewers: ABC: 4.643M / NBC: 4.770M / CBS: 3.653M
- A25-54 viewers: ABC: 1.525M / NBC: 1.741M / CBS: 1.047M