NBC is reporting an energy and momentum surrounding the Today set after the show returned from the Sochi Winter Olympics, which has helped close the ratings gap between the program and ABC’s Good Morning America, according to a report today from the Associated Press.
Despite GMA winning back the ratings title last week, with a 5.79 million viewers according to the Nielsen company, after NBC held the ratings crown during the Olympic fortnight, Today came in a close second at 5.46 million viewers.
The significance of these figures, according to the report, is that Today closed the gap on GMA, who had a 1.1 million average viewership lead over the NBC production before the Olympics, to just 330,000 viewers.
"No one is high-fiving at this point," said Today executive producer Don Nash, "but I do feel we are headed in the right direction and I do feel a sense of energy and momentum on the show right now."
Interestingly, Good Morning America didn’t lose any viewership during Sochi Winter Olympics, as pre-Olympic numbers ran about 5.77 million for the season prior to the Winter Games and 5.81 million viewers during the event.
With that in mind, the bump in ratings for NBC appears to be coming from new viewers, which Nash said doesn’t make a difference to him.
"Whether the new viewers came from GMA or anyone else, it doesn't matter to me," Nash said. "I just want to have as many people watching the broadcast as possible."