‘Today’ takes an early ratings lead over ‘GMA’ in new TV season

NBC’s “Today” show is off to a strong start in the new TV season, topping ABC’s slumping “Good Morning America” among the viewers advertisers want to reach with news programming.

Through the first two weeks of the 2015-16 TV season, “Today” averaged 1.7 million viewers in the 25-to-54 age group, putting it slightly ahead of “GMA” (1.6 million). The margin is narrow, but last week’s figures from Nielsen mark the fifth consecutive week “Today” has won in the demographic group.

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The demographic ratings victories in the first two weeks of the season mark the strongest start for “Today” since 2011, when the program was still in the midst of its historic 16-year run as the No. 1 network morning show.

Last week, “GMA” maintained its lead in overall viewers with 4.9 million, leading “Today” (4.5 million) and “CBS This Morning” 3.6 million. But the demographic ratings are what determines the financial success of the morning programs, which are the largest revenue generators for network TV news divisions.

“Today” is about even with its ratings compared to the first two weeks of last season. But “GMA,” led by co-anchors Robin Roberts and George Stephanopoulos, is experiencing dramatic declines. It’s 25-54 viewership is down 20% compared with last year. In overall viewers, the program is off 11%.

ABC News did not comment on the ratings.

Some suggested that “Today” was benefitting from the stability of its anchor team of Matt Lauer, Savannah Guthrie, Natalie Morales and Al Roker.

After years of rumors about internal discord and possible disruption of the “Today” team, all has been smooth since the arrival of NBC News Chairman Andy Lack, who is friends with Lauer. Many TV news insiders believe Lauer looks happier doing the program than he has in years.

In 2012, Lauer had been portrayed as being responsible for the rocky departure of “Today” co-anchor Ann Curry and the program lost viewers as a result. But the backstage intrigue has clearly faded from memory as the audience is shifting back to “Today.”

Follow me on Twitter @SteveBattaglio