One Morning Show Is Crushing the Competition in Viewer Growth — and It’s Not on ABC or NBC

Aug 8, 2013  •  Post A Comment

Much of the focus in the morning ratings wars has been on the rivalry between NBC’s "Today" show and ABC’s "Good Morning America," but another show has been leading the way in terms of viewer growth.

The show is Univision’s "Despierta America" — "Wake Up America" — which is up 26% season-to-date in the coveted 18-49 demo, averaging 441,000 viewers, TheWrap.com reports, citing Nielsen data. That growth comes while English-language morning shows are generally flat or down, the report points out.

"It’s a testament to the torrid growth of ‘Despierta America’ that recent guests on the Spanish-language network’s early talk show have been A-list: Matt Damon, Channing Tatum, Adam Sandler and Halle Berry," the story reports.

"Despierta America" considers the English-language morning shows its competition, the piece notes, and "Despierta" has one of the youngest demographics around.

"On average, the ‘Despierta America’ viewer was nearly 15 years younger (43 on average) in Q1 and Q2 2013 than its English-language morning show competition," TheWrap reports. "The average age of a ‘Good Morning America’ viewer was 58 years old, ‘CBS This Morning’ 58.5 and NBC’s ‘Today’ show 57, according to Nielsen data."

The report adds: "ABC’s ‘Good Morning America’ is flat year-over-year with an average of 1.4 million viewers; ‘CBS This Morning’ is basically flat as well (up 1 percent) with 729,000 viewers; and NBC’s ‘Today’ show is down 16 percent to 1.2 million viewers."

Is the disparity attributable simply to the fast-growing Spanish-speaking demo, or is it something more? Cesar Conde, Univision’s president, says it’s a combination.

"We have an audience that wants to start off their day on a positive note … well-informed and empowered," he said. He added: "We really try to inject an element of fun and humor into our morning show … in a way that I think other networks aren’t doing."

The report adds that Conde "knows that his networks are positioned well due to their fortuitous target market. After all, Hispanic families tend to be larger, skew much younger and spend the highest percentage of disposable income on entertainment compared to other ethnolinguistic groups, he said."

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