'GMA' grows in total viewers: week-to-week


ABC’s “Good Morning America” averaged 5.22 million Total Viewers and a 1.6/11/2.05 million in Adults 25-54 for the week of January 31, 2011. Posting week-to-week growth in both Total Viewers (+6%) and Adults 25-54 (+8%) to hit season-high numbers, “GMA” attracted its largest overall audience in close to 4 years – since week of 2/26/07.
“GMA” increased over the same week last year in Total Viewers (+12%) and Adults 25-54 (+3%), growing its overall audience year-to-year for the 4th week in a row.  In addition, “GMA” grew the most in Total Viewers of the three network morning new programs (CBS’ “Early Show” was up +11%, NBC’s “Today” was up by +6%).
Season to date, “GMA” is the only morning program up compared to the competition in Total Viewers (+5%) versus its year-ago average (NBC’s “Today” is down -3%, CBS’ “Early Show” is up +1%).  
Compared to the same week last year, “GMA” shrank the Total Viewer gap (870,000) with “Today” by -19%. In fact, “GMA” narrowed “Today’s” Total Viewer gap from the year-ago week in 19 of 20 weeks this season.  Further, season-to-date compared to the same point in previous seasons, “GMA’s” 900,000 total viewing gap versus “Today” is its smallest in 3 years – since the 2007-08 season.   
“GMA” outperformed CBS’ “Early Show,” by 2.10 million Total Viewers and by 660,000 Adults 25-54 viewers, producing its second-largest Total Viewer advantage over the CBS program of the season.  In addition, versus the same point in previous seasons, “GMA” is drawing its largest Total Viewer advantage (1.74 million) over the “Early Show” in 3 years – since the 2007-08 season.
Marking a season-high broadcast on Tuesday (2/1/11), “GMA” scored its most-watched telecast (5.60 million) in nearly 2 years and highest in Adults 25-54 (2.15 million) in close to 1 year – since 2/23/09 and 2/10/10.
*Note: GMA aired with slightly lower coverage on Tue 2/1/11 (96%), Wed 2/2/11 (91%) & Fri 2/4/11 (97%) due to being preempted or joined in progress for special local weather reports in several markets across the country. As a result, GMA had slightly lower weekly coverage (96%).  STD coverage is 98%.
The Emmy Award-winning morning news program, featuring the anchor team of Robin Roberts, George Stephanopoulos, Sam Champion and Juju Chang, airs live Monday through Friday from 7:00-9:00 a.m., ET on the ABC Television Network. Jim Murphy is the senior executive producer and Tom Cibrowski is the executive producer of ABC’s “Good Morning America.”
MORNING NEWS (Week of January 31, 2011)
               Total Viewers     Adults 25-54     Households
ABC              5,220,000     1.6/11; 2,050,000     3.8/13
NBC              6,090,000     2.3/15; 2,840,000     4.3/15
CBS              3,120,000     1.1/ 7; 1,390,000     2.3/ 8
(Source: ABC – The Nielsen Company, NTI (Total Viewers and Adults 25-54); Live+SD for weeks of 1/31/11, 1/24/11, & 2/01/10.  Live+7 (where available) & Live+SD for Season-to-date 10-11 vs. 09-10 (9/20/10-2/04/11. 9/21/09-2/05/10))