ABC’s Good Morning America won the February sweep in overall audience despite an Olympics boost for Today, while the NBC morning infotainment show took the ratings derby in the news demo off of which ad sales are made in the daypart. With a Sochi-laden lineup, Today pulled in its best February sweep demos in two years and in overall audience in four, which would put it at the last Winter Games. Today noted it cut its year-to-year gaps with GMA during the sweep by 146% in the demo, and 95% in total viewers. But GMA managed to pull off its seventh consecutive sweep win in overall audience — and its second-most-watched sweep in more than two decades — in the teeth of Today‘s Olympics-centric February. And, compared to the 2010 February sweep, which coincides with Today‘s boost from the Vancouver Winter Games, GMA climbed 24% in overall audience and 16% in the news demo.
Closing out the final few days of the sweep, GMA, ranked No. 1 for the week of February 24 (aka Oscar walk-up week) in both overall audience and in the news demo — the first time in 23 years GMA’s pulled that off after an Olympics (GMA won the week after the 2012 Summer Games in total viewers). For the sweep, GMA clocked 5.851 million viewers overall to Today’s 5.806 million and CBS This Morning’s 3.2 million. In the 25-54 news demo, Today prevailed with 2.348 million viewers to GMA’s 2.306 million and CBS This Morning’s 1.081 million. Today’s lead was even more pronounced in the 18-49 demo, where the NBC program averaged 1.905 million viewers to GMA‘s 1.594 million, while CBS This Morning trailed with 792,000.