Saturday, April 20, 2024

Ratings: Gayle King’s CBS Mornings Comes Within 14K Viewers of ABC’s “Good Morning America” in Key Age Group — Closest Since 1991


Last week, something shocking happened in the morning news race.

Gayle King’s “CBS Mornings” came within 14,000 viewers of beating ABC’s “Good Morning America” in the key age demo of 25 to 49. In fact, one day, “CBS Mornings: actually did beat “GMA.”

It’s the closest CBS has come to ABC in the morning hours since 1991. CBS had 507K younger viewers vs. ABC’s 521K.

CBS has always had the third place morning news show lagging far behind “GMA” and NBC’s “Today.” But persistence has paid off. King has turned into a mega-star, and for once in CBS’s history they’ve stuck with a star and an approach.

Now it’s paying off. “CBS Mornings” last week also came within spitting distance of both rival shows in total viewers– five hundred-to-six hundred thousand.

“GMA” still narrowly leads “Today” in total viewers, but “Today” swamps “GMA” in younger viewers.

Adweek magazine notes that the King’s shows ratings were aided by the announcement of Golden Globe nominations and so on. But I do think that Gayle King’s consistent approach is winning CBS a growing, loyal audience. And “Mornings” is a serious stand out, while “Good Morning America” often feels like a game show.

Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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