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The Surprising (Week #1) Success of the New Early Show Team

TODAY CONTINUES HOT STREAK — AT 60,

EARLY FINDS GLIMMER OF HOPE — AT 50.

Friday marked the beginning of the 60th year of the Today Show and  they have more to celebrate than anyone in network news. It’s a great show and a successful one.  I’ve estimated the show has made well over a billion dollars for NBC since 1994/5, when they first overtook Good Morning America in the middle of the O.J. Simpson case.

My pal and former competitor, Jim Bell, has done a great job keeping the show in first place as, in tv, all good runs usually come to an end… except, it seems,  for the Today Show.

Very happy new year for the new team at Early.

AN ODD MILESTONE

At the other end of the spectrum, The Early Show  (and its ‘earlier’ incarnations) has been in third place for all of  their 50 years, not a very happy golden anniversary over at CBS, for sure.

But the first indicator of viewer interest surrounding the new anchor team is at least a reason for hope: the Nielsens. Take a look at the change in the demo  year to year!

YOU READ IT HERE FIRST: JANUARY 3rd (A25-54)

Early + 20,000   Today -150,000 GMA  -300,000.

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note from your friendly blogarist: “Paint by Numbers” will be an occasional, yet regular,  feature of daily Xpress meant to reach behind the press releases for a more accurate picture of the state of broadcast news than reported by MSM and industry websites.

KEEPING THEM HONEST

The inaugural column of  Paint by Numbers looks at this week’s entry from “TV Newser” reporting the current state of competition amongst the morning shows.  Here’s our first tutorial: the story re-posted here is based on a press release which addresses Nielsen’s tally of  total viewers, a common public relations ploy.  Those who understand the business of the news business know the only viewership that matters, the viewership which determines profitability and stability,  is adults 25-54, more commonly called the demo.

The Today Show winning streak is not challenged.  But the fight for #2 and #3 may not quite look the same in the Paint by Numbers that follows the TVNewser take:

Morning Show Ratings: Week of Dec.6

By Molly Stark Dean on December 16, 2010 2:20 PM

The “Today” show was still on top last week — another week closer to a 16-year streak.

“Today” topped #2 “Good Morning America,” but GMA cut the total viewing gap with NBC’s “Today” by -10% week-to-week and -20% year-to-year. Co-anchor George Stephanopoulos was in Afghanistan Monday, and off Tuesday.

“GMA” increased its total viewership by 2% week-to-week.

CBS’ “The Early Show” increased by 7K from week-to-week.

The averages for the week of December 6:

Total Viewers: NBC: 5.65M / ABC: 4.68M / CBS: 3.09M

A25-54 rating: NBC: 2.68M / ABC: 1.75M / CBS: 1.28M

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