“Good Morning America” won total viewers and the demo for the week of Aug. 10 to score its third weekly victory in a row, which has halted what momentum NBC’s “Today” was gaining in the demo.
The ABC morning show attracted 4,623,000 viewers and 1,602,000 25-54 demo viewers compared to NBC’s 4,260,000 viewers and 1,587,000 demo viewers.
ABC’s demo victory streak, albeit by a narrow margin last week, comes after “Today” had started to achieve some consistent demo victories, winning the first month of the third quarter.
In July, “Today” had won the demo in seven out of the last 14 weeks, creating the impression that the former number 1 morning show might be closing in on taking over as the permanent demo king, which often precedes taking over in total viewers.
As the 2016 presidential campaign heats up, the morning show wars are something to keep an eye on.