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CBS This Morning Sets Sights On Second Place Today Show

After posting CBS’s best first-quarter viewership since 2009, the network’s This Morning is now setting its sights on second-place Today Show as it cuts the deficit with NBC by nearly a million viewers compared with last year’s first quarter.

Compared to Q1 2012, CBS This Morning has seen a 13% increase in total viewership (2.83M from 2.5M) and 11% in household viewership (2.1 from 1.9) this Q1 2013. This is the network’s best Q1 ratings delivery since 2009 in viewership and 2011 in households.

But the most significant part of this ratings gain is that CBS believes they are now catching up to their NBC competitor, as they find themselves now 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.

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