GMA On ABC-TV Losing Younger Demos

Television’s top morning show is in its first prolonged slump since overtaking NBC’s Today in popularity three years ago. Good Morning America on ABC is losing viewers, most rapidly among a younger demographic that advertisers eagerly seek.

The search is on for those missing viewers, many of whom ABC executives suspect have turned off morning television altogether, and for ways to lure them back.

The Associated Press reports GMA typical daily audience is 4.9 million, or 11 percent smaller than last season, the Nielsen company said. Among 25-to-54-year-olds, the decline is 19 percent. Today now leads among that group not because it is surging — the NBC show is down 4 percent from last year — but because it is losing its audience more slowly.

The nets biggest concern may be smartphones on the bedside table, according to the AP's David Bauder. Morning television usage peaked at 40.7 million viewers three years ago and has dropped by two million since, Nielsen said. Some people who used to turn on TV for a quick check of the headlines and weather now likely do that online.