As of the week ending April 7, "CBS This Morning" hosted by Charlie Rose, Gayle King and Norah O'Donnell, saw a 1 percent gain in viewership in the season to date, while Walt Disney-owned ABC slumped 7 percent and NBC fell 6 percent. This continued a trend of the past five years that has seen viewership of "CBS This Morning" surge 42 percent overall and 2 percent in the 25-to-54-year-old demographic targeted by advertisers on television news shows.
Both "GMA" and "Today" have seen double-digit declines in both categories, according to CBSNews.
According to longtime media consultant Brad Adgate, the viewership gains at "CBS This Morning" are "impressive" given that daytime ratings are often seen as less prone to change than they are in prime time and the increased competition the networks are seeing from cable shows such as "Morning Joe" and "New Day.""At CBS, they offer something that's a little different than 'GMA' and the 'Today' show...which are more personality driven," Adgate said. "The `Today' show focuses on GMA and GMA focuses on the "Today" show. They have had a pretty competitive rivalry over the past few years. You think that if CBS (continues) to gain ground and gets more and more on the radar screens of the other networks they may respond to that."
According to a tweet last week from "CBS This Morning" Executive Producer Ryan Kadro, the show attracted 3.83 million total viewers on April 26, trailing "Today's" 3.97 million by a mere 147,000 people -- the closest the shows have been in decades. When CBS began the "CBS This Morning" broadcast five years ago there was a near-3 million viewer gap with NBC, he noted.
"Good Morning America" still dominates the group with a total audience of 4.47 million, leading "Today" and "CBS This Morning." "Today", though, leads both shows in the 25-to-54 target demographic, according to Nielsen.
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