Gumbel’s going humbles ‘GMA’

NBC’s sendoff to Bryant Gumbel on last Friday’s “Today” gave the web its highest rating for the ayem chat-fest since 1989.

The two-hour celeb-studded retrospective, featuring clips of Gumbel’s 15-year “Today” gig, earned the top-rated show a 6.8 rating and 30 share from 7 to 9 a.m. on Jan. 3, more than doubling the lead over ABC’s “Good Morning America,” which did a 3.3/15, according to fast national ratings from Nielsen.

The NBC number compares to a fourth-quarter average of 4.8/20 and is second only to the Oct. 18, 1989, install-ment on the morning following the San Francisco earthquake.

Matt Lauer officially stepped in Monday as Gumbel’s replacement, so execs are watching to see how well “Today” retains its lead over “GMA.”

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