Good Morning America, which has been closing the gap between itself and The Today Show, launched its biggest assault to date this past week by bringing in Katie Couric to co-host in an attempt to try to overtake their longtime rival.
Couric was filling in for the vacationing Robin Roberts. As a former Today Show co-host, Couric was known as America’s Sweetheart, and GMA was trying to see if she could work some of her old ratings magic for her new network.
Through Thursday, however, the ratings showed that the Couric effect wasn’t all that it was cracked up to be. GMA, which only the week before had narrowed the gap in overall viewership to just 119,000 and beat The Today Show twice, trailed the NBC show on three of the four days overall (5.21- 4.95 million) and lost each day in the key A25-54 demo by an even wider margin than the previous week. (319,000-270,000).
The use of Couric upset many GMA staffers who thought it wasn’t fair to Roberts, and were concerned that the network might replace Roberts with Couric if the ratings warranted it.
But it looks like Katie will just have to be satisfied doing some fluff pieces for ABC before the launch of her talk show in the fall, where she hopes that she can revive her career after a dismal five-year stint at CBS.