Broadcast TV News: David Muir Wins 25-54 Demo

David Muir

NBC’s Lester Holt may be the most-watched evening-news anchor in the United States, but for advertisers, ABC’s David Muir is emerging as a favorite, according to Variety.

Muir’s “World News Tonight” broadcast on ABC has won more of the viewers advertisers covet for three consecutive weeks, a situation that threatens to undermine “NBC Nightly News” while that program is in transition.

“World News” attracted an average of 2,145,000 adults 25-54, the viewers most desired by sponsors fo news programs, for the five days between March 23 and March 27, according to data from Nielsen. “Nightly News,” meanwhile, attracted an average of 2,044,000, while CBS’ “CBS Evening News” won an average of 1,478,000.

The dynamics suggest that ABC is making notable incursions on NBC’s franchise. Holt remains a steady presence at NBC, but has lost some viewers in the absence of Brian Williams.

ABC’s 25-54 audience rose 10% over the previous five-day period, while NBC’s rose 5.6%, according to Nielsen.

NBC’s Holt continues to be seen by more people than ABC’s Muir. “NBC Nightly News” attracted an average of 8,709,000 viewers during the five-day period, marking a rise of 2.2% over the week-earlier period.  ABC’s “World News” lured an average of 8,597,000, representing an 8% rise. CBS’ “Evening News” captured an average of 6,739,000, Nielsen said. The CBS broadcast was disrupted on two nights by NCAA basketball broadcasts in Western states.