Which Morning News Shows Do Media Buyers Like?

By Alex Weprin 

With CBS’ “Early Show” undergoing a fairly radical retooling, Media Life Magazine polled media planners and media buyers to gauge their thoughts on the state of the morning news programs.

According to the poll, 78% of respondents say that the morning shows are still relevant. At least in the case of ABC News and NBC News, the morning news shows are a profit-center, helping offset the lower margins of the other programming.

So which shows received the highest marks from the people that buy the ads?

Not surprisingly, NBC’s “Today” was ranked as the “best” morning show a by a wide margin, garnering 52% of the votes. Fox News Channel’s “Fox & Friends” was a distant second at 17%, followed by ABC’s “Good Morning America” at 15%. “The Early Show” and “Morning Joe” tied at 6%, with CNN’s “American Morning” at 3%.