NBC's ratings strength during the Olympics extends across all dayparts, including morning news, where "Today" scored a rare victory over ABC's "Good Morning America" during the first full week of action.
"GMA" has consistently been the top draw in the morning since the summer of 2012, but "Today" was able to feed off the network's blanket coverage of the Winter Olympics to break through -- even if its advantages over the ABC program were trimmed considerably vs. four years ago. And while "Today" was down a bit from 2010, "GMA" shot up by more than 25%.
In adults 25-54, "Today" won with a little more cushion, beating "Good Morning America" by 8% (2.54 million vs. 2.36 million) and logging its best week in the demo since May 2011.
It's worth noting, though, that the margin of victory for "Today" over "GMA" was much larger four years ago from Vancouver, where the NBC program led by 1.88 million total viewers (by 42%, 6.37 million vs. 4.49 million) and by about 1 million adults 25-54 (by 55%, 2.86 million vs. 1.85 million) for the comparable week.
Compared to the opening full week from Vancouver in 2010, "Today" was down 2% in overall viewership and 11% lower in adults 25-54. "GMA" grew by 34% in total viewers and by 28% in the demo.
And in another positive for "Good Morning America," its Feb. 10-14 audience was about the same as the previous week, indicating that the additional viewers for "Today" last week didn't necessarily come at the expense of the ABC show.