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‘Piers Morgan’ hits new ratings lows

Last night, “Piers Morgan Tonight” drew 77,000 viewers in the ad-friendly A25-54 demo, a new low for the three-month old show. The previous low was Thursday, February 17 when the show drew 108,000. “Morgan” fell to fourth place in the demo behind “Dr. Drew” on HLN. In Total Viewers, the show came in third, but also set a new low with 354,000. “Piers Morgan Tonight,” like all interview programs, performs best when a marquee guest is booked. Last night the show focused on the Gulf Coast oil spill, one year later. The hour was also on tape as Morgan was wearing his other TV hat yesterday at “America’s Got Talent” auditions in Houston. The 9pm hour on CNN hit its lowest demo level in 10 years (63,000) last October when Larry King was in the timeslot. Still, Morgan is up +65% in the demo and up +32% in total viewers in his first three months (Jan. 17 – April 19) compared to the final three months of King (Sept. 27 – Dec. 26).

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