Today climbed back on top of the ratings among morning infotainment programs, last week, though it did not find itself at the same dizzying ratings heights, relative to the competition, it has enjoyed in past Winter Games. Today, after some recent ratings doldrums, delivered its biggest audience advantages over ABC’s Good Morning America since the second week of the London Games in August 2012, according to fast national program ratings from Nielsen for last week.
The second week of the London Games, you’ll recall, is the last time Today show beat GMA in total viewers. GMA has won every week since in overall audience.
Today averaged 6.221 million viewers last week — its biggest weekly crowd since the week of the Royal British wedding in April 2011. Today‘s 6.221 million viewers topped GMA’s 6.010 million for the week by 211,000 viewers. For comparison sake, that second week of the London Games, Today’s total viewers lead over GMA was 1.541 million. And Today’s lead over GMA during the first full week of broadcast from the Olympics in 2010 was 1.884 million.
In the news demo, Today averaged 2.545 million viewers its first full week of Sochi Olympics broadcasts – its biggest demo haul since the week of the Joplin, Missouri tornado in May of ’11. That 2.545 million is 185,000 viewers ahead of GMA’s 2.360 million demo viewers last week. Here too, it’s Today’s biggest edge over GMA since the second week of the London Games. Four years ago, during the comparable week at Vancouver, Today led GMA by 1.011 million demo viewers.
Last week — Week 1 during the Sochi Games — Today averaged 6.221 million viewers and 2.545 million demo viewers. Four years ago in Vancouver, comparable week Today averaged 6.377 million viewers and 2.858 million demo viewers. Today is down 2% from Winter Games to Winter Games in overall audience and down 11% in demo viewers. Last week — Week 1 for Today at Sochi Games — Good Morning America clocked 6.010 million viewers and 2.360 million demo viewers. Four years ago, when Today was at Vancouver, GMA logged 2.293 million viewers overall for the comparable week, and 1.847 million demo viewers. Winter Games to Winter Games, GMA’s up 34% overall and 28% in the news demo.