About three months after NBC’s morning program "Today" pushed out co-host Ann Curry — a move that was apparently designed to recharge ratings for the show — the program is dropping even further in the ratings, reports the New York Post.
With Savannah Guthrie taking over Curry’s co-host role, the morning program is about to lose its third week in a row to ABC’s "Good Morning America," both in total viewers and in the key news demo of viewers 25 to 54 years old, according to the piece.
Ratings for "Today" have slumped 7% this summer, even including a two-week boost from the Olympics.
With Curry in the lineup the show averaged 4.94 million total viewers and 2.1 million viewers 25 to 54 during the 10 weeks before her departure. The show dropped to 4.6 million total viewers and 1.9 million in the demographic during the 10 weeks following her ouster, the story notes.
"Good Morning America," meanwhile, attracted 4.7 million total viewers during the 10-week period ended Sept. 9, although it has lagged with an average of 1.75 million viewers 25 to 54.
"Today" is still maintaining an advertising premium, although that could change, according to ad buyers, the piece notes.
ABC is nearing agreements with first lady Michelle Obama and Ann Romney, who aspires to replace the first lady in the White House, to fill in for popular “GMA” co-host Robin Roberts, who is on medical leave, according to the story.