*It’s only been three months, but so far, things aren’t looking good for “CBS This Morning,” the latest reboot of the network’s weekday morning news show.
According to The Hollywood Reporter, viewership for “Morning” fell 11 percent during the second quarter, according to Nielsen, from 2.8 million last year, when the program was called “The Early Show,” to 2.498 million this year. It’s also down 14 percent among adults 25-54 to 1.03 million.
CBS hired Charlie Rose and Gayle King as new co-hosts, joining Erica Hill, and gave the broadcast distinct parts. Where Rose presides, the broadcast highlights harder news. King features the more traditional pop culture and lifestyle stories.
Only ABC’s recently surging “Good Morning America” was up from last year, narrowing the gap between it and longtime No. 1 “Today” on NBC to the smallest margin in 17 years, though the latter still held a comfortable lead.
“Today” averaged 5.39 million viewers, down 4 percent from 5.6 million at this time last year, while “GMA” was up 1 percent, from 4.88 million to 4.93 million. “GMA” was also up 7 percent in 25-54s, to 1.997 million, while “Today” fell 8 percent, to 2.385 million.
CBS’s morning news program has lagged behind the other two for years, and this latest revamp was an attempt to really distinguish the show from its rivals.