NBC News’ “Today” is by far the morning news leader topping its competition by momentous margins for the second quarter 2009. America’s favorite morning program attracted 5.5 million viewers for the quarter –a giant 1.2 million (25 percent) lead over GMA, and more than 2.7 million (100 percent) lead over “The Early Show.” The win marks the 56th consecutive quarter “Today” has been the No. 1 morning news program. “Today” also posted its best win in homes since 2Q’03 and best A25-54 advantage since 2Q’04.
“Today’s” advantages over GMA increased year-to-year in homes (from 24% up to 28%), total viewers (from 26% up to 28%), W18-49 (from 29% up to 40%), A18-49 (from 33% up to 36%), W25-54 (from 23% up to 37%) and A25-54 (from 31% up to 43%). “Today” was the only program to improve its A25-54 (000) share year-to-year.
For the quarter, “Today” led with a 4.1 household rating/15 share and 5.5 million viewers. “GMA” trailed with a 3.2/12 and 4.3 million viewers. CBS’ “The Early Show” remained in third place with a 2.1/7 and 2.7 million viewers.
In A25-54, “Today” led GMA by 36 percent and beat Early Show by a massive 114 percent. In A18-49, “Today” outperformed GMA by 43 percent and Early Show by 122 percent.
For the quarter, “Today II” outrated cbs early show in homes, total viewers, W/A18-49 and W/A25-54. “Today II” topped CBS Early Show in homes (+19%), total viewers (+20% or +552,000), W/A18-49 (+38%/+14%) and W/A25-54 (+8%/+11%). “Today II” outperformed “The View” in rating M18-49 (+25%). “Today 11″ posted a +3% gain (+92,000) in total viewers compared to 2Q’08. Year-to-year, “Today III” posted gains in total viewers (+7% or +113,000), A18-49 (+3% or +16,000), and A25-54 (+60,000).
Jim Bell is the executive producer of “Today” (Monday – Friday, 7-11 a.m.).