The Magna report, which breaks out early morning, daytime, evening news and late night, finds better news for the beleaguered NBC when you look outside of prime time. The network still holds the lead in several key demos: adults 25-to-54 for early morning news and evening news; adults 18-to-49 in late night; and women 18-to-49 in daytime.
Early morning, NBCâ€™s â€śTodayâ€ť has maintained its lead over ABCâ€™s â€śGood Morning Americaâ€ť -- though Magna points out that â€śGMAâ€ť is gaining momentum, posting season-to-date ratings gains across the board: adults 25-to-54 are up 11%, and women 18-to-49 are up 16%, when compared to last year. CBSâ€™s â€śEarly Showâ€ť continues to be troubled, dropping 4% in total households and 14% in adults 25-to-54.
Over the weekend, ABCâ€™s â€śGood Morning Americaâ€ť has posted significant gains in adults 25-to-54, up 57% on Saturday and 33% on Sunday. Still, it trails NBCâ€™s Saturday and Sunday versions of â€śTodayâ€ť and CBSâ€™s â€śSunday Morning.â€ť
The report finds daytime TV usage for the three broadcast networks down 17% for adults 18-to-49 season-to-date versus a year ago. Among households, usage has dropped 7%. NBC has the most adult and women 18-to-49 viewers, largely due to â€śDays of Our Lives,â€ť which remains the top soap among adults and women 18-to-34. NBCâ€™s soaps are the youngest skewing, while CBSâ€™s are the oldest. Among women 25-54, CBS and ABC have the top six programs.
The early evening news programs, despite major changes to their anchor desks over the past year, havenâ€™t shifted in rank. â€śNBC Nightly Newsâ€ť remains the top-rated program in all demos, followed by ABCâ€™s â€śWorld News Tonightâ€ť and â€śCBS Evening News.â€ť In the early evening news daypart, ad-supported cable has increased its household share by 3%, though its adult 25-to-54 share has dropped 2%. In a ratings presentation earlier in the week, Turnerâ€™s research chief Jack Wakschlag pointed out that cable has grown its overall share of TV news viewing to nearly 60%.
Late-night TV viewing is up versus the same period last year among households, men 18-34, adults 18-49 and 25-to-54 -- although the broadcast networks arenâ€™t reaping the benefit of the time spent viewing. The three broadcast networks average rating is down 6% season-to-date and ad-supported cable is up 5%.
All the broadcast networks were either flat or down in late-night households and every adult demo. â€śSaturday Night Liveâ€ť remains the top-rated late-night show, with â€śThe Tonight Showâ€ť ranking second. Turnerâ€™s Mr. Wakschlag attributed much of the increase in cableâ€™s late-night viewing to Cartoon Networkâ€™s Adult Swim block. In men 18-to-49, Adult Swim outdelivered ABCâ€™s â€śJimmy Kimmel Live,â€ť CBSâ€™s â€śLate Night with David Lettermanâ€ť and â€śThe Late, Late Show with Craig Ferguson,â€ť NBCâ€™s â€śThe Tonight Show with Jay Lenoâ€ť and Comedy Centralâ€™s â€śThe Daily Show.â€ť Adult Swim airs Monday through Thursday 11 p.m. to 6 a.m. and Sundays 10 p.m. to 6 a.m.
Among men 18-to-49, Magna notes that ESPN places higher than Adult Swim with a 0.71 rating vs. a 0.59 rating.