Kathie Lee Gifford’s first week as co-host of the fourth hour of “Today” attracted slightly more young viewers but did not grow the hour’s overall audience from the previous week, according to Nielsen Media Research data.
Total viewership was flat week-to-week at upwards of 1.8 million viewers.
NBC News said there were week-to-week increases of 7% among adults 18-49 and 1% among women 25-54.
The fourth hour’s 1.5 household rating average places it between “Divorce Court” and “Judge Alex” (1.7 rating) and “Judge Hatchett” (1.3 rating).
“Today’s” primary two-hour block continued to dominate the head-to-head competition the week of April 13, averaging 5.6 million total viewers, more than 900,000 viewers ahead of ABC’s “Good Morning America,” which averaged 4.6 million viewers.
CBS’ “The Early Show” averaged 2.9 million viewers, up 8% year-to-year. It also showed year-to-year growth of 22% in adults 25-54, 18% in women 25-54 and 25% in women 18-49.
In adults 25-54, “Today” averaged 2.6 million viewers in the demo. “GMA” averaged 2.1 million and “Early” averaged 1.4 million.
Season-to-date, “Today” has raised its advantage over “GMA” in total viewers (from 16% up to 19%), adults 25-54 (from 22% up to 29%), women 18-49 (from 16% up to 28%) and men 25-54 (from 45% up to 60%).