The first week’s ratings for the fourth hour of the Today show (FHOT) are in. The program premiered Monday, Sept. 10. For the week, it averaged 1.9M total viewers. To give you an idea of the lead-in, the 9am hour of Today averaged 3.2M viewers. The household rating for FHOT was 1.5. It had a 0.7 rating in the adults 25-54 demo, and a 1.0 in women 25-54. FHOT airs at either 10am or 11am in 90% of the markets in which it airs.
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