‘Good Morning America’ bounces back against NBC’s ‘Today’

The sun is shining on ABC’s’ “Good Morning America” again – but it took a few quirks of TV measurement to spark the spate of good weather.

After ceding its status as the most-watched morning show in the U.S. to NBC’s “Today” program for the past seven weeks, “GMA” bounced back, winning the most viewers overall for the five days ending January 19.  “Today” continued its dominance, however, in the more important category, winning viewers between 25 and 54, the demographic coveted most by advertisers.

Good Morning America” attracted an average of 4.51 million viewers during the period, compared with 4.46 million for “Today” and 3.86 million for “CBS This Morning.”  The recent few weeks of results have changed the dynamic in morning TV. Season to date, “Today” has lured 16,000 more viewers than its ABC rival, its best margin among overall viewers compared to “GMA” since the 2011-2012 season.

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Matt Lauer and Savannah Guthrie together
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Matt Lauer and Savannah Guthrie together
THE 91ST ANNUAL MACY'S THANKSGIVING DAY PARADE -- Pictured: (l-r) Today Co-Anchors Savannah Guthrie, Matt Lauer - (Photo by: Eric Liebowitz/NBC/NBCU Photo Bank via Getty Images)
NEW YORK, NY - NOVEMBER 17: (L-R) Matt Lauer and Savannah Guthrie live on NBC'S Today at Rockefeller Plaza on November 17, 2017 in New York City. (Photo by Debra L Rothenberg/FilmMagic)
MEGYN KELLY TODAY -- Pictured:Matt Lauer as Dolly Parton and Savannah Guthrie as Kenny Rogers on Tuesday, October 31, 2017 -- (Photo by: Nathan Congleton/NBC/NBCU Photo Bank via Getty Images)
TODAY -- Pictured: Al Roker, Savannah Guthrie, Matt Lauer and Hoda Kotb on Wednesday, September 27, 2017 -- (Photo by: Nathan Congleton/NBC/NBCU Photo Bank via Getty Images)
TODAY -- Pictured: Savannah Guthrie and Matt Lauer on Friday, July 7, 2017 -- (Photo by: Nathan Congleton/NBC/NBCU Photo Bank via Getty Images)
WATCH WHAT HAPPENS LIVE WITH ANDY COHEN -- Pictured (l-r): Savannah Guthrie and Matt Lauer -- (Photo by: Charles Sykes/Bravo/NBCU Photo Bank via Getty Images)
NEW YORK, NY - MAY 15: (L-R) Journalists Chuck Todd, Matt Lauer, Savannah Guthrie, Megyn Kelly and Lester Holt attend the 2017 NBCUniversal Upfront at Radio City Music Hall on May 15, 2017 in New York City. (Photo by Jim Spellman/WireImage)
NEW YORK, NY - APRIL 24: Savannah Guthrie and Matt Lauer of NBC TODAY attend 2017 Matrix Awards at Sheraton New York Times Square on April 24, 2017 in New York City. (Photo by Slaven Vlasic/Getty Images)
TODAY -- Pictured: Savannah Guthrie and Matt Lauer at the Today Show desk in Studio 1A on Friday, April 14, 2017 -- (Photo by: Nathan Congleton/NBC/NBCU Photo Bank via Getty Images)
NEW YORK, NY - MARCH 08: Matt Lauer and Savannah Guthrie are seen waling in Midtown on March 8, 2017 in New York City. (Photo by Raymond Hall/GC Images)
TODAY -- Matt Lauer's 20th Anniversary Celebration -- Pictured: (l-r) Anchors Savannah Guthrie and Matt Lauer on Friday, January 6, 2017 -- (Photo by: Peter Kramer/NBC/NBCU Photo Bank via Getty Images)
NEW YORK, NY - JANUARY 06: Matt Lauer, Savannah Guthrie are seen on the set of the 'Today Show' on January 6, 2017 in New York City. (Photo by Raymond Hall/GC Images)
THE 90TH ANNUAL MACY'S THANKSGIVING DAY PARADE -- Pictured: (l-r) Today Co-Anchors Al Roker, Savannah Guthrie, Matt Lauer -- (Photo by: Eric Liebowitz/NBC/NBCU Photo Bank via Getty Images)
NEW YORK, NY - OCTOBER 13: (L-R) TV personalities Matt Lauer, Hoda Kotb, Savannah Guthrie and Willie Geist attend the 54th New York Film Festival 'Jackie' screening on October 13, 2016 in New York City. (Photo by Jim Spellman/WireImage)
NEW YORK, NY - MAY 16: Matt Lauer and Savannah Guthrie attend the NBCUniversal 2016 Upfront Presentation on May 16, 2016 in New York, New York. (Photo by Slaven Vlasic/Getty Images)
NEW YORK, NY - APRIL 21: (R-L) Savannah Guthrie and Matt Lauer interview 2016 Republican presidential candidate Donald Trump during NBC's Today Trump Town Hall at Rockefeller Plaza on April 21, 2016 in New York City. (Photo by D Dipasupil/FilmMagic)
WATCH WHAT HAPPENS LIVE -- Pictured (l-r): Matt Lauer and Savannah Guthrie -- (Photo by: Charles Sykes/Bravo/NBCU Photo Bank via Getty Images)
WATCH WHAT HAPPENS LIVE -- Pictured (l-r): Savannah Guthrie and Matt Lauer -- (Photo by: Charles Sykes/Bravo/NBCU Photo Bank via Getty Images)
BEVERLY HILLS, CA - JANUARY 10: TV personalities Willie Geist, Natalie Morales, Tamron Hall, Savannah Guthrie and Matt Lauer attend the 73rd Annual Golden Globe Awards held at the Beverly Hilton Hotel on January 10, 2016 in Beverly Hills, California. (Photo by George Pimentel/WireImage)
TODAY -- Pictured: (l-r) Savannah Guthrie and Matt Lauer appear on NBC News' 'Today' show -- (Photo by: Peter Kramer/NBC/NBC NewsWire via Getty Images)
LATE NIGHT WITH SETH MEYERS -- Episode 236 -- Pictured: (l-r) The Today show co-hosts, Matt Lauer and Savannah Guthrie during an interview with host Seth Meyers on July 27, 2015 -- (Photo by: Lloyd Bishop/NBC/NBCU Photo Bank via Getty Images)
TODAY -- Pictured: (l-r) Natalie Morales, Savannah Guthrie, Matt Lauer and Al Roker appear on NBC News' 'Today' show -- (Photo by: Peter Kramer/NBC/NBC NewsWire via Getty Images)
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But the statistics come with some caveats: None of the three morning broadcasts were rated on Monday due to the Martin Luther King holiday, and “Today” was pre-empted in some major markets due to local news coverage.

The results illustrate how an intense battle between two morning-TV institutions is growing even more so. “Today” has been the most-viewed show since former co-anchor Matt Lauer was ousted in late November, the result of NBC News discovering what it called “inappropriate” behavior on the job. Viewers are showing interest in the new anchor team of Savannah Guthrie and Hoda Kotb, the first all-female lead team “Today” has had in its 66 years on air

The fight, which never ends, may flare in weeks to come. “Today” typically enjoys a viewership boost when NBC and other networks owned by NBCUniversal broadcast the Olympics games. NBCU will in early February start several weeks of Winter Olympics broadcasts from PyeongChang, South Korea. Guthrie, Kotb and “Today” colleague Al Roker are set to anchor the franchise’s flagship first two hours from South Korea during that time.

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