PM VERSION OF GMA OFF TO A SOFT START
Yesterday marked the debut of newsmagazine Good Afternoon America, which is initially slated on ABC in the weekday 2 p.m. ET hour for nine weeks. Anchored by Lara Spencer and Josh Elliott, initial interest from the audience will determine, of course, if this extension of Good Morning America will continue past the summer. As it stands, veteran serial General Hospital will move into the 2 p.m. hour in the fall, leading into new Disney-ABC talker Katie, hosted by Katie Couric.
One day of metered market data does not a hit or miss make, of course. But based on the weighted Nielsen averages in the 56-metered markets for Monday, July 9, Good Afternoon America disappointed with a 1.7 rating/5 share in households. Comparably, the lead-in average was a 1.8/ 5 and the July 2011 time period was a 2.0/ 6. Good Afternoon America also lost steam from both benchmarks in two of the three key demos…women 25-54 and women 18-34…as follows:
July 2011: 1.0/ 7, Lead-in: 0.7/ 5, Good Afternoon America: 0.7/ 5
July 2011: 1.2/ 8, Lead-in: 0.9/ 6, Good Afternoon America: 0.8/ 6
July 2011: 0.6/ 4, Lead-in: 0.6/ 4, Good Afternoon America: 0.5/ 4
Stay tuned for more overnight results this week.