In a dramatic turn of events, NBC's flagship morning program, the Today show, has experienced a significant surge in viewership during the distressing abduction case involving co-anchor Savannah Guthrie's mother. According to fresh data released by Nielsen, overall ratings for the week ending February 6 skyrocketed by an impressive 23 percent compared to the same period last year. This translates to an additional 624,000 viewers tuning in, pushing the show's average audience to nearly 3.32 million.
Today Show Dominates Morning Television Ratings
The Nielsen figures reveal that Today has firmly taken the lead in the competitive morning television landscape. It now surpasses ABC's Good Morning America, which attracted 2.91 million viewers, by a margin of 30,000 total viewers. Meanwhile, CBS Mornings trailed further behind with 1.84 million viewers. This performance marks a five percent increase from the previous week, solidifying Today's position at the top.
Anchors Step Up Amid Family Crisis
The ratings spike coincides with the ongoing investigation into the abduction of Nancy Guthrie, Savannah Guthrie's 84-year-old mother, who has been missing since January 31 after being taken from her Tucson home in the early morning hours. In response, regular anchors Hoda Kotb and Craig Melvin have stepped in to helm the desk, choosing to remain in the United States instead of traveling to Italy to cover the Winter Olympics as originally planned.
At the start of Monday's broadcast, Craig Melvin addressed the unusual circumstances, stating, 'We know things are far from normal right now, so folks, we are asking for your grace as we continue to do this.' Savannah Guthrie, a main anchor on Today since 2012, is currently with her family as authorities continue their search for a suspect.
Impact on Competitors and Show Dynamics
While Today thrives, its competitors face challenges. CBS Mornings, which recently lost anchor Tony Dokoupil, saw a three percent decline in total viewers and a 13 percent drop in the key demographic of adults aged 25-54 compared to last week. Year-over-year, the show has experienced a 14 percent decrease in total viewership.
The Today show not only leads in overall viewers but also dominates the coveted 25-54 audience demographic. The unprecedented situation, where anchors are supporting a colleague while covering a crime story that directly affects their team, has reshaped the program's dynamic. This follows a history of resilience, including navigating Matt Lauer's 2017 sex scandal, the death of Sheinelle Jones's husband, and Al Roker's recent health issues.
As the search for Nancy Guthrie continues, this remains a developing story with potential further updates on both the case and its impact on morning television.
