The big three broadcast networks offered up special and expanded editions of their morning news broadcasts Monday morning with a focus on Hurricane Irma.
In TV’s scorched-earth morning-TV wars, Madison Avenue is placing more stock in broadcast TV’s third-place show — a signal of growing confidence in CBS’s CBS This Morning. While advertisers continued in 2016 to commit more dollars to the show’s two main rivals — NBC’s Today and ABC’s Good Morning America — the ad-revenue take at the CBS show rose more on a percentage basis last year, according to data from Standard Media Index.
The morning program shows slight gains among total viewers this season, while ABC’s Good Morning America and NBC’s Today dip versus a year ago
After the dramatic departure of Tamron Hall from Today, TV insiders are buzzing that Megyn Kelly could next unseat Savannah Guthrie as the star co-anchor with Matt Lauer. Multiple sources say that Kelly is likely to take the lead role with Lauer when she starts in September. Guthrie, who recently signed a new long-term deal with Today, could be bumped to another role or even take over Hall’s 9 a.m. slot
It took 16 years for ABC’s Good Morning America to end the historic streak by NBC’s Today as the most-watched program in morning television in 2012. But the race has tightened considerably over the last year. GMA is still the most popular show overall in the 2016-17 TV season, but NBC has topped GMA twice in overall viewers in the last five weeks and CBS This Morning is up 6% this season.
ABC’s Good Morning America was born in 1975 — as so many television shows are — out of desperation. NBC had invented morning TV with the Today show two decades earlier. It had no true competition. The morning news on CBS was forgettable at best, unwatchable at worst. And ABC had nothing. In fact, some ABC-affiliated stations were talking about switching to NBC or CBS if the network could not provide a credible 7 a.m. show to start the broadcast day.
ABC’s Good Morning America was again the ratings winner in the just completed 2013-14 television season, which saw all three morning programs gain viewers.
Viewer defections are the chief reason for television’s changing fortunes in morning news, where ABC’s Good Morning America has ended NBC’s epic 17-year winning streak on Today. ABC is growing — GMA has 110,000 more viewers each day this year than last — but not as much as NBC is slipping (437,000 viewers a day since last year).
For morning TV’s “bookers,” life’s a constant race to be first to secure the latest ratings-grabbing guest.