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Once trailing NBC’s dominant Today show by 2.8 million viewers, CBS This Morning came within just 144,000 viewers one day this week.
Granted it’s only one day, but it does speak to the challenges facing the network morning shows. All three are losing viewers compared to the same period last year. But, as it is down the least, CTM sees itself in its best competitive position in decades. For the week of March 13, which saw the return of Charlie Rose from heart surgery, CBS trailed NBC by 492,000 viewers, the closest it’s been in at least 29 years.
In its first week on the air, January 9, 2012, CTM drew 2.72 million viewers vs. the Today show’s 5.54 million, a +103 percent advantage for Today. Last week, Today drew 4.1 million while CTM drew 3.544 million, giving Today an advantage of +15 percent, which means CBS This Morning has closed the gap -88 percent in 5 years and 2 months.
- Wednesday, March 29, 2017 | Total Viewers / A25-54 demo rating
ABC’s Good Morning America – 4.28M / 1.1
NBC’s Today show – 3.957M / 1.3
CBS This Morning – 3.813M / 0.9