NOTHING EXTRAORDINARY TO REPORT IN DAY ONE
One day of overnight data does not a hit or miss make. But based on the Monday metered market results from Nielsen for April 2, Good Morning America on ABC featuring the return of Katie Couric to her morning show roots inched past her former home, The Today Show on NBC, by one-tenth of a rating point and one share point in households (3.7 rating/13 share vs. 3.6/12). One week earlier, both magazines tied at a 3.6/12 in the overnights. CBS This Morning on CBS (from 7:30-9 a.m. vs. 7-9 a.m. for GMA and Today) increased from a 1.6/ 5 to a 1.9/ 6 (but remained marred in the distant No. 3 spot).
Compared to April 2011, Katie on GMA increased by six percent in households, eight percent in women 18-49 and 11 percent among women 25-54. Based on the fast nationals, however, Today topped GMA by 333,000 viewers (5.113 vs. 4.780 million) and 20 percent among key adults 25-54 (1.8 vs. 1.5 rating).
Given the hype, Katie’s initial performance on GMA could have rated higher. Stay tuned for more rating results for the morning magazines as the week progresses.