How a 3rd Place Morning Show is Making Gains

By Brian Flood 

As we’ve been reporting for months, CBS This Morning is the one morning program showing consistent growth. An article on suggests NBC’s Today show could even fall behind CTM.

CBS This Morning currently trails ABC by an average of more than 2 million daily viewers, and about 1.5 million behind NBC. But the two leaders have each lost viewers in the last year, while the CBS program, whose hosts include veteran news interviewer Charlie Rose, former CBS White House correspondent Norah O’Donnell and long-time journalist Gayle King, picked up viewers in each of the last two years. Two years ago, the show trailed “Today” by nearly 2 million viewers.

The article goes on to mention that Today’s ad sales fell -14 percent in 2014, while CTM’s and GMA’s ad sales have increased. Former NBC entertainment president Garth Ancier told TheStreet, “As Today and especially GMA became more and more gimmicky and celebrity driven,  CBS This Morning made a conscious swing toward hard news and related interviews.”

We’ll have last week’s ratings later this morning.