Morning show improves against year-ago figures, but lags in key demo versus competitors
"New Day," CNN's new entry into the morning-show fray, drew mixed ratings with its Monday premiere.
The show, anchored by Chris Cuomo and Kate Bolduan, drew 247,000 total viewers including 95,000 in the key 25-54 demographic.
The good news for "New Day" is that those numbers represent gains over the same week last year for CNN, when it aired "Early Start" and "Starting Point" in the time period.
Though the comparison is a bit apples-to-oranges, since there's only one day of data for "New Day" available, the same week a year ago averaged 198,000 total viewers and 89,000 in the demo. Which puts the "New Day" premiere ahead by 25 percent versus the same week in total viewers, and by 7 percent in the demo.
Compared to a week ago Monday, "New Day" also performed favorably, growing 19 percent in the demo (though suffering a slight 7 percent decline in total viewers).
On the other side of the coin, "New Day" was down 41 percent in the demo compared to CNN's May 2013 average in the timeslot, and 35 percent in total viewers compared to the network's May average.
"New Day" still has a way to go before catching up with its cable competitors in the 6 a.m. to 9 a.m. timeslot. Stacked up against the offerings on Fox News Channel, MSNBC and HLN, "New Day" was third in total viewers, behind Fox's "Fox & Friends," which drew 1.06 million — a little over four times the "New Day" total viewership — and MSNBC's "Morning Joe," which drew 355,000. ("New Day" did beat out "Morning Express" on CNN sister station HLN, which had 215,000 total viewers on Monday.)
In the demo, "New Day" placed fourth, behind 262,000 viewers for "Fox & Friends," 132,000 for "Morning Joe" and 121,000 for "Morning Express."