‘Early’ surfs off ‘Survivor’ boost

Booted guests grab femme attention

NEW YORK — CBS News’ “The Early Show” received a much-needed boost last week from “Survivor,” which helped the flagging morning show post significant gains in key adult and femme demos.

Serving to remind viewers to tune into CBS, “Survivor” also gives “Early” a strong promotional platform and vice versa. On Thursdays, the ayemcast features an interview with the most recent survivor kicked off the island, while CBS regularly plugs “Early” during commercial breaks of the hit reality skein.

According to Nielsen data for the week of June 12-16, “Early” posted a 2.0 rating/8 share, up from the 1.8/8 it was earning pre-“Survivor.” Compared to the same week last year (when “This Morning” was on the air), the Bryant Gumbel/Jane Clayson-hosted show is up 13% in adults 25-54 (0.9/8 vs. 0.8/8), 20% in women 25-54 (1.2/9 vs. 1.0/8) and 43% in women 18-49 (1.0/9 vs. 0.7/7). Still, “Early” had 2% fewer viewers overall than CBS earned in the same slot during the same week a year ago.

NBC News’ “Today” maintained its position as the ayem leader with a 5.1/22, easily topping ABC News’ “Good Morning America,” which slid to its lowest numbers (3.5/15) since before it moved to its new Times Square studio nine months ago.

In terms of total viewers, “Today” averaged 6 million, “GMA” 3.9 million and “Early” 2.2 million. With Diane Sawyer on vacation for the past two weeks and Charlie Gibson out last Friday, “GMA” has been at a clear disadvantage. “Today” has beaten “GMA” by 2 million viewers for the past two weeks.

Meanwhile, “Survivor” also gave CBS’ “Late Show With David Letterman” a helping hand last week. “The Late Show” posted a 3.1/9 in households with 4.1 million viewers, marking a 7% gain in households and a 13% gain in viewers compared with the same week last year. “Letterman” was up 13% in adults 18-49 (1.7/8 vs. 1.5/7) and 19% in adults 25-54 (1.8/8 vs. 1.6/7) vs. 1999.

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