Eye’s ‘Early’ shows it can survive

Despite Olympics, competish ayemer holds its ground

CBS News’ “The Early Show” held its own last week — against the Olympics coverage on NBC’s “Today” and without a boost from “Survivor.”

The breakfastcast posted double-digit growth among women 18-49, up 22% (1.1/9 from 0.9/8), compared to a year ago, according to Nielsen numbers for the week ending Sept. 22. Among women 25-54, “Early” notched an 8% gain from the same week a year ago (1.3/9 from 1.2/9). In adults 25-54, “Early” maintained its delivery from the same week last year (1.0/8), when “This Morning” was still on the air.

In household ratings, “Today” earned a whopping 5.6 rating/23 share, while “GMA” had a 3.6/15 and “Early” trailed with a 2.1/09.

But, as “Early” exec producer Steve Friedman points out, the network sells the show based on ad-friendly demos and not household ratings. “My mandate on this show was to get a show that could sell,” said Friedman. “Not one commercial sells on households.”

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