As we’ve indicated in previous reports, CBS This Morning has been gaining ground on NBC’s second-place morning show Today.
Last month, it was reported that the CBS morning show posted its best first-quarter viewership since 2009, and managed to cuts the deficit with its NBC competitor by nearly a million viewers compared with 2012’s first quarter. The network boasted that these figures placed them in the “closest competitive position” to NBC in Q1 household and viewership since 1995; and the closest in the key 25-54 demo since 1994.
The trend of cutting that deficit seems to be continuing, as the show closed the gap in total viewers by 910,000 compared to the same week last year. At this point in 2012, This Morning trailed Today by 2.5 million viewers — now that gap is down to 1.6 million.
For the week ending May 3, 2013, This Morning posted double-digit percentage gains year-to-year among total viewers (+12%), total households (+10%) and women ages 25-54 (+10%). The show also saw a spike of 330,000 viewers compared to the same week last year.
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