Media Buying and Inbound Marketing Blog

Media Buyers Are Shifting Dollars to GMA

By Jane Peters on September 13, 2013 |

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Media buyers are shifting dollars to "Good Morning America" from the "Today Show" as viewersmedia buyer columbus OH continue to move from NBC's longtime ratings leader.

“Good Morning America”, ABC’s morning news show continues to dominate the 7-9 am slot. They have been number one in the time period ahead of NBC for over a year.   CBS trails in third place with less than half the viewers of GMA. However, NBC is not taking their audience loss lightly.  NBC has announced the addition of Carson Daily to their morning show “Today”.

Daly has previously filled in on the show and has made a number of appearances during the past several months, the piece notes.

"Daly, 40, who is the host of “The Voice” and “Last Call” with Carson Daly. Daly will launch a new feature on the show, "The Orange Room," focused on social media. Mr. Daly will readmedia buyer OH messages from Twitter and Facebook and conduct online video chats with viewers. They plan to have celebrities and guests participate in the video chats after they appear on the television show.

Along with the new face, “Today” has added a new set and a new logo with the hope they can regain some of their lost viewers.  The new look will be revealed on Monday.

The new overhaul lends itself to more speculation about the future of Matt Lauer.  Lauer, who has co-hosted “Today” since 1997, has a contract that runs through the end of 2014. Rumors about him leaving before then have subsided. Willie Geist, who joined the cast a year ago, was once thought to be the top in-house candidate but Daly’s arrival may signal a change.

Last week, “Good Morning American” had nearly 5.3 million viewers each day, approximately 750,000 more than “Today.” Viewers in the Adult 25 to 54  target group watched “GMA” most often, beating “Today” by 118,000 viewers.

ABC’s 6:30 p.m. newscast, “World News With Diane Sawyer,” bested “NBC Nightly News With Brian Williams” among 25-to-54-year-old viewers last week, ending a winning streak of almost five years by NBC.

NBC remained number one among total viewers. But ABC’s ratings win was important as TV ad dollars spent on news programing are based on the Adult 25-54 demo. Ms. Sawyer has been working hard to usurp Mr. Williams’s lead in the category ever since she took over “World News”  in 2009 from Charles Gibson.

With the increase of online viewing, networks are focusing on their news programming.  Sports and news are two places that continue to deliver an audience, so ratings slips can cost a network millions.

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