NBC began its Today show Olympics walk-up this morning with a strategically timed piece in The New York Times about a Comcast-wide ad blitz for a new show tagline “Rise to Shine”. It’s part of a big push to get Today back on top in the morning infotainment show ratings. In the article, NBC noted that Today, which lost its ratings crown to ABC’s Good Morning America some time ago, has been chipping away at GMA’s lead, even beating its rival by 18,000 in the news demo the week of December 16 (aka The Week GMA Sent Robin Roberts to the Vatican). The head of NBC News research spoke passionately about Matt Lauer‘s importance to the show’s ratings resuscitation, and Matt himself discussed taking selfies when you think you’re looking good, not when you’re looking bad.
GMA responded this morning with a news release announcing that it won all four quarters of 2013, including its largest fourth-quarter total-viewer lead over Today in more than 22 years, and its biggest demo lead over Today in 19 years (371,000 viewers) during the final full week of the calendar year.