“GMA” was also up compared to the same week last year: up +15% in total viewers and up +9% in younger viewers, while “Today” was down -12% / -16%. “Today” did see +3% week-to-week total viewer growth and posted its best delivery since the week of November 5, 2012.

But it was No. 3 “CBS This Morning” that showed the most growth. A little more than a year after its debut, the show is up +20% in total viewers and up +8% in A25-54 viewers.

Due to the Martin Luther King holiday, all three Monday telecasts are excluded from the weekly average.

The averages for the week of January 21, 2013:

• Total Viewers: ABC: 5.529M / NBC: 4.868M / CBS: 2.867M

• A25-54 viewers: ABC: 2.105M / NBC: 2.088M / CBS: 1.117M

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At 7:30 morning it was 9 degrees Fahrenheit in New York City, not counting wind chill. The frigid weather kept the crowd that would normally gather around “Today”‘s Rockefeller Plaza studio smaller than normal. Rather than let their biggest fans freeze outside, the crew of NBC’s morning show decided to invite them in to escape the chill, all 26 of them.

Some of the fans even made it into a segment about families who have differing views on how warm the thermostat should be set.

WATCH:

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For the week of Dec. 10, 2012, “GMA” and “CBS This Morning” were both down -4% while “Today” was down -24% in the demo. “GMA” was up +5% and “CBS This Morning” up +2% in total viewers while “Today” was down -17% in that measurement.

The averages for the week of December 10, 2012:

• Total Viewers: ABC: 5.091M / NBC: 4.664M / CBS: 2.626M

• A25-54 viewers: ABC: 1.890M / NBC: 1.865M / CBS: 993K

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“GMA” kept a healthy 500,000 viewer lead on “Today,” but the gap in younger viewers remains tight: “GMA” had a +37,000 viewer advantage for the week of Nov. 12, while “GMA” had an +11,000 lead the week prior.

“GMA” and “CBS This Morning” were both up in total viewers compared to last year: +8% / +3% respectively. “GMA” was the only show up in younger viewers: +4%, while “Today” was down in both measurements, off -20% in younger viewers and down -14% in total viewers.

The averages for the week of November 12, 2012:

• Total Viewers: ABC: 5.329M / NBC: 4.810M / CBS: 2.670M

• A25-54 viewers: ABC: 2.006M / NBC: 1.969M / CBS: 1.003M

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The network morning shows all dedicated their first hour to last night’s election, though after that their paths diverged.

NBC’s “Today” covered the Presidential election and the state races from 7-8:20, before returning to do an interview segment on “The Twilight Saga: Breaking Dawn Part II” at 8:23.

ABC’s “Good Morning America” covered the election through 8:30, before going to a story on Kirstie Alley‘s memoir.

“CBS This Morning” has stuck with politics all morning, and affiliates have picked up an extra 10-11 Am hour. The show will also be going live on the west coast with new interviews.

All in all, a politics-centric morning, with a few digressions.

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“CBS This Morning” is up +8% in Total Viewers and up +6% in younger viewers. “GMA” saw +3% / +2% growth, while “Today” continues to be down year-over-year: -16% / -25%.

This tells us that while some “Today” show viewers have migrated to “GMA” and others to “CBS This Morning,” thousands — especially in the all important younger demo — have found other things to do between 7-9am.

During the week of Oct. 10, 2011, 12,330,000 viewers tuned into the three broadcast morning shows. Last week, 11,860,000 watched — that’s down -440,000 viewers. In the A25-54 demo the loss is even greater: -475,000 vs. the same week last year.

The averages for the week of October 8, 2012:

• Total Viewers: ABC: 4.908M / NBC: 4.332M / CBS: 2.620M

• A25-54 viewers: ABC: 1.909M / NBC: 1.747M / CBS: 1.059M

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Compared to the same week last year “GMA” is up +5% in Total Viewers and up +3% in the younger demo while “Today” is down double digits (-19%/-29%). “CBS This Morning” is also down (-2%/-3%).

While “GMA” notches another big win, NBC and CBS can take comfort in knowing their shows were up week-to-week, in both Total Viewers and younger viewers, while “GMA” was down in both.

The averages for the week of October 1:

• Total Viewers: ABC: 4.932M / NBC: 4.286M / CBS: 2.527M

• A25-54 viewers: ABC: 1.870M / NBC: 1.705M / CBS: 1.008M

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“GMA” also had its widest lead in younger viewers in more than 18 years.

Compared to the same week last year “GMA” is up +6% in total viewers and up +4% in younger viewers while “Today” is down -18% in total viewers and down -29% in younger viewers. “CBS This Morning” was flat among total viewers and down -4% in the A25-54 demo.

The averages for the week of September 24:

• Total Viewers: ABC: 4.957M / NBC: 4.149M / CBS: 2.526M

• A25-54 viewers: ABC: 1.937M / NBC: 1.683M / CBS: 932K

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“GMA” wins the quarter in Total Viewers — the first time the show has won a quarter in more than 17 years (since Q2 ’95) — while “Today” takes the win in younger viewers with +117,000 lead. But the “GMA” win is impressive as it came during NBC’s coverage of the Olympics.

“GMA” grew its audience compared to the same week last year (+3% / +2%) while #3 “CBS This Morning” grew in Total Viewers (+3%) but was down slightly in younger viewers (-3%). The real story is how the “Today” show continues to struggle: the show is down -22% in Total Viewers and down down -29% in younger viewers.

The averages for the week of September 17, 2012:

• Total Viewers: ABC: 4.969M / NBC: 4.085M / CBS: 2.527M

• A25-54 viewers: ABC: 1.913M / NBC: 1.676M / CBS: 946K

The averages for Q3 2012:

continued…

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“Today” lost more than a million viewers — 1/5 of their audience — compared to the same week last year. Vs. last year “GMA” added 400,000 viewers (+8%) and is also up +2% in A25-54 viewers. “Today” is down -21% in Total Viewers and down -31% in younger viewers. “CBS This Morning” is also down (-5%/-12%).

The averages for the week of September 10:

• Total Viewers: ABC: 4.958M / NBC: 4.306M / CBS: 2.360M

• A25-54 viewers: ABC: 1.831M / NBC: 1.732M / CBS: 840K

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Compared to the same week last year, which saw coverage of Hurricane Irene, only “Good Morning America” is up, +5% in Total Viewers.

The averages for the week of August 20:

• Total Viewers: ABC: 4.837M / NBC: 4.317M / CBS: 2.286M

• A25-54 viewers: ABC: 1.778M / NBC: 1.783M / CBS: 896K

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It’s fitting as Morales has many of them at NBC.

TVNewser caught up with the “Today” show news anchor in the make-up room just before her panel discussion on preparing graduates for the 21st century workforce.

“As a company we see this as part of a wider initiative,” says Morales of NBC’s Education Nation. “It’s a corporate responsibility to try to give back.”

In recent years, Morales has moved beyond her news persona, taking on roles across the Peacock, whether co-hosting the Miss Universe pageant, or Macy’s July 4th Spectacular, or playing the part of fact-checker on “The Marriage Ref.”

But Morales never strays far from home.

“I have several Rock Center pieces in the works and (the Dateline series) My Kid Would Never Do That, which my kid ended up doing that,” Morales laughed.

The series puts children in a variety of decision-making situations while their parents watch the events unfold via hidden camera.

Morales says the challenge going forward, “is finding new ways to do it. I also don’t want to become the person that everybody recognizes. You have to keep the anonymity otherwise kids will see me and they’re not going to fall for it.”

As for her main job at “Today,” Morales admits, “It’s turbulent waters these days with where the ratings are.”

continued…

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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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“Today” continued as the #1 morning news show last week with a +470K lead on #2 “Good Morning America,” narrower than last week’s +530K lead. With younger viewers, “Today” has widened its season-to-date lead on “GMA” (+738K) vs. the same period last season. Still, the younger viewer gap was the smallest of the season last week, with “Today” ahead by +490K.

All three shows were up compared to the same week last year.

The averages for the week of March 28:

• Total Viewers: NBC: 5.40M / ABC: 4.93M / CBS: 2.72M

• A25-54 viewers: NBC: 2.44M / ABC: 1.95M / CBS: 1.10M

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A single source told “ET” which is owned by NBC rival, CBS Studios, that Lauer “notified his NBC bosses that he will be resigning from the ‘Today’ show when his contract expires on December 31, 2012.”

Could he be thinking about re-teaming with his former “Today” show co-host Katie Couric and his former “Today” show executive producer Jeff Zucker? It has been widely speculated that Couric is expected to leave the “CBS Evening News” and launch her own talk show with Zucker.

“There seems to be an awful lot of speculation around news anchors these days,” a “Today” spokesperson said, adding, “it’s not our practice to comment on any of it. Matt Lauer has a long term contract with NBC News and ‘Today.’”

In 2007, TVNewser’s Alissa Krinsky interviewed Lauer when he and Al Roker anchored the show from Chicago. At the time he told us, “Let’s say I do a number of more years on this show, and then I leave to do something else. I’d love to be able to take (my kids) to school in the morning. I want to coach Little League for my kids.

“I’m not hinting at anything. It’s just that there will come a time where I stop doing this, and at that point it will be all about family.”

Matt Lauer joined “Today” in 1994 as newsreader.

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