Good Morning America has topped the morning show wars for the first quarter of 2013 in total viewers and the adults 25-54 demographic over the sliding Today. With an average audience of 5.389 million, it marks the first time the top-rated morning show has won the quarter in total viewers since 1994. With 2.2026 million in the demo, it is also the first time GMA has been tops among the 25-54 in the quarter since 1993. Adding to the trophy cabinet, GMA has scored its second straight quarterly win in adults 25-54 since the second and third quarters of 1994. Continuing its total viewership winning streak for a third straight quarter, the ABC show is now tied with the record it set from the first to third quarters of 1994. This quarter saw a big ratings boost for GMA with the return of co-anchor Robin Roberts on February 20 after a five-month leave to undergo a bone marrow transplant.
CBS This Morning may have been in third place for the Quarter but it did see some traction. With its best Quarterly delivery since 2009, the show was up 13% in viewership from the same Quarter last year and up 11% in households. CBS This Morning also tightened the spread with Today by more than 1 million viewers since the 1st Quarter of 2012. That’s the closest This Morning has been to Today in a 1st Quarter since 1995 in terms of viewers and the closest since 1994 in Adults 25-54.
GMA’s quarterly achievement comes off victories for the ABC show in both the November and February sweeps. Additionally, GMA won the week of March 25 in the AM slots in viewership and the demo. GMA drew an average audience of 5.159 million over the week and 1.837 million in adults 25-54. NBC’s Today received 4.511 million total viewers. However, it was much closer to GMA in the demo, pulling in 1.833 million.