This season, the Gifford- and Kotb-hosted fourth hour is averaging 2 million daily viewers, up 4% over last season. Among grown-up pajama partiers – women ages 25 to 54 – the audience has grown 13%.
“I thought that I would last a year,” Gifford says. “Now that we’ve made something out of this, I feel a responsibility to the viewers who look forward to a cup of coffee with us – or glass of wine. We don’t judge.”
Says “Today” EP Jim Bell about the looser-than-the-rest hour he oversees, “There’s no question that that show and their relationship has tapped into something.”