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For First Time in 18 Seasons, Network Morning Shows Add Younger Viewers; Add Total Viewers for First Time in 7 Seasons

What is going on with the broadcast networks? They’re adding viewers when cable and the Internets say they shouldn’t be.

On Tuesday we told you about how the broadcast evening newscasts had grown their total viewership year-over-year, after 8 seasons of declining viewership.

And now, with the numbers complete for the 2010-11 season, Nielsen reports that for the first time since the 1992-93 TV season, all 3 morning newscasts grew in A25-54 viewers. And for the first time since the 2003-04 TV season, all 3 morning newscasts grew in Total Viewers.

NBC’s “Today” remains the leader in the mornings with a 744,00 total viewer lead on #2 ABC’s “Good Morning America.” “GMA” shows the most growth season-to-season: +10% in Total Viewers and +3% in A25-54 viewers. “Today” is up +2% in both measurements and CBS’s “Early Show” was up +1% in Total Viewers and up slightly in younger viewers.

One more note, the 9am hour of the “Today” show topped ABC’s “The View” in Total Viewers for the season. That’s the first time that’s happened since the 2006-07 season.

We’ll have the complete numbers a little later today…

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