NBC is starting an “all-out counteroffensive” to take back the ratings crown among morning news programs, airing a promotional campaign for “Today” that will be seen on every media outlet owned by NBC’s parent company, Comcast, reports Bill Carter in The New York Times.
The ads will feature a new tagline, “Rise to Shine.”
Carter writes, “Those words can cover a multitude of meanings for a show that starts at sunup, but the subtext is unmistakable: NBC wants — and surely needs — its flagship news program to rise again.”
The ad campaign comes after a reversal of fortune for the show, which had topped ABC’s “Good Morning America” in the ratings every week for a record 16 years until it shed viewers around the time of its ouster of Ann Curry as co-host, the piece notes.
“GMA,” meanwhile, has gained in the ratings since September 2012.
“The ‘Today’ show is the crown jewel,” Deborah Turness, the new president of NBC News, told The Times. “In my universe it is absolutely No. 1. My priority from the day I walked in the door in August was to rebuild the show and get it back to the top.”