The Today show got another big Olympic boost after broadcasting two weeks from Rio. But the true test comes this week, as the NBC morning show aims to maintain its most-watched status.
While Today saw big double-digit gains compared to the same week last year, the morning show was down double digits compared to the two most recent Summer Olympic games. Compared to the second week of the London Games, the week of August 6, 2012, Today was down -14 percent in viewers and down -16 percent in the A25-54 demo. Compared to week two of the Beijing Games, the week of August 18, 2008, the NBC show was down -17 percent in viewers.
ABC’s Good Morning America, which, season-to-date remains the most-watched morning show, was also down vs. the second week of London (down -5 percent in viewers and down -15 percent in the demo). CBS This Morning, which continues to be the fastest-growing morning show saw a viewership jump of +45 percent vs. the second week of London, and was up +28 percent vs. the second week of Beijing.
The averages for the week of August 15, 2016:
- Total Viewers: NBC: 5.104M / ABC: 4.128M / CBS: 3.195M
- A25-54 viewers: NBC: 2.038M / ABC: 1.365M / CBS: 895,000