For 2012 May Sweep, "GMA Saturday" Wins 3 of 4 Saturdays Among Adults 25-54

Joanne Amato

"GMA Saturday" Draws Second Largest-Ever Total Viewer May Sweep Audience

"Good Morning America Saturday" (4/26 - 5/23/12):

For the May 2012 Sweep, "Good Morning, America Saturday" drew 3.113 million Total Viewers and a 1.0 rating/7 share/ 1.177 million Adults 25-54, according to Nielsen Media Research. "GMA Saturday" drew its 2nd-largest ever overall May sweeps audience. "GMA Saturday" debuted in its current format in September 2004.

Compared to the year-ago sweep, "GMA Saturday" substantially decreased its margins with NBC's "Saturday Today" by -72% in Total Viewers (253,000 vs. 907,000) and by -96% in Adults 25-54 (11,000 vs. 273,000) . Slashing nearly all of its year-ago sweep demo gap to only 11,000 Adults 25-54 viewers, "GMA Saturday" turned in its most competitive demo performance ever with "Saturday Today." In addition, the ABC program saw its 2nd-smallest Total Viewer sweep margin ever.

During the month, "GMA Saturday" beat "Saturday Today" in 3 of 4 telecasts in Adults 25-54: by +68,000 on 5/5/12 (1.177 million vs. 1.109 million), by +12,000 on 5/12/12 (1.266 million vs. 1.254 million) and by +86,000 on 5/19/12 (1.124 million vs. 1.038 million). Note: NBC re-titled the 5/5/12 telecast as "Saturday Today-ST" and it was not included in its overall May 2012 sweep average.

"GMA Saturday" outperformed CBS' "Saturday Early Show" by its 2nd-largest May sweeps margins ever in both Total Viewers (+1.426 million) and Adults 25-54 viewers (+562,000) .

MORNING NEWS SATURDAY - MAY 2012 SWEEP

Total Viewers Adults 25-54 Households ABC 3,113,000 1.0/7;1,177,000 2.4/8 NBC 3,366,000 1.0/7;1,188,000 2.5/9 CBS 1,687,000 0.5/4;615,000 1.2/4

Source: The Nielsen Company, NTI (Total Viewers and Adults 25-54). Based on Most Current: May 2012 (4/26 - 5/23/12) & May 2011 (4/28 - 5/25/11). February 2012 Sweep (2/2-2/29/11). Sweep periods (November, February, May and July).

Dan Harris, Bianna Golodryga, Ron Claiborne, and Ginger Zee are the anchors of "Good Morning America" Saturday and Sunday. Tom Cibrowski is the senior executive producer. Matt Frucci is senior broadcast producer.

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