Year-Over-Year Audience Losses Are Becoming an Unfortunate Trend for Network Morning Shows

By A.J. Katz Comment

Yet another split decision transpired in the morning show ratings race, with Good Morning America holding up as the most-watched morning show, and Today ranking No. 1 among younger news consumers, including the key A25-54 demographic, for the July 2018 sweeps period.

Averaging 3.76 million total viewers in July 2018, GMA’s performance marked its seventh consecutive July victory and 24th win of the last 25 sweeps overall (since July ’12) in total viewers.

GMA also out-delivered Today by +203,000 total viewers, a slight improvement from July 2017 (+200,000).

The ABC morning show posted losses of -2 percent in total viewers and -7 percent among adults 25-54 vs. its July 2017 sweeps ratings. Believe it or not, that’s actually the least-severe year-over-year audience dropoff of the big three morning shows.

NBC’s Today show topped Good Morning America in A25-54 (1.16 million vs. 1.08 million) for the 13th consecutive sweeps period, it’s best streak in six years. Similar to GMA, the NBC morning show posted losses vs. July 2017. The broadcast was -2 percent in total viewers, and -8 percent in A25-54.

CBS This Morning experienced the biggest struggles of the trio. Not only is CTM stuck in third place, but it posted double digit losses vs. July 2017. The broadcast was -12 percent in total viewers, and -13 percent among adults 25-54 vs. its July 2017 numbers.

Numbers for the July, 2018 Sweep:

ABC NBC CBS
• Total Viewers: 3,757,000 3,554,000 2,844,000
• A25-54:  1,083,000 1,159,000 697,000

 

 

 

Source: The Nielsen Company, NTI Total Viewers, Adults 25-54. Sweeps based on Live+7/Most Current: July 2018 Sweep (6/28-7/25/18), July 2017 Sweep (6/29-7/26/17) NOTE: Due to the digital transition, the 2009 February Sweep was 3/5-4/1/09. Averages based on regular telecasts.

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