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Gifford gifts; NBC lifts

Meanwhile, Peacock net sweeps dayparts

Kathie Lee Gifford’s ratings touch extended to two shows she visited last week, as “The View” and “The Late Show With David Letterman” each saw ratings spikes.

Meanwhile, Gifford may have been nowhere to be found on NBC, but that net scored a rare demo sweep of all dayparts for the week ending July 30 — adding to its adults 18-49 victory in primetime by winning in every breakdown from morning news to latenight.

According to results issued Thursday by Nielsen, the episode of the ABC chatfest “The View” that aired immediately after Gifford’s final appearance on “Live” (July 28) ranks as the chatfest’s most watched in its three-year history (4.3 million viewers). It also averaged a best-ever 2.6/20 in women 18-49.

And in latenight, Gifford’s appearance on July 26 helped Letterman’s CBS show earn its highest Wednesday households score (4.1/12) since March 1. That was enough for “Late Show” to tie latenight leader “The Tonight Show With Jay Leno,” with “Late” pulling ahead in men 18-34 (1.9 vs. 1.5).

For the week, “Late Show” (4.37 million) still trailed “Tonight” (5.80) in total viewers but could claim its most competitive position opposite firstrun episodes of the NBC latenighter since the week of Feb. 21, when Letterman returned from surgery. Compared with a year ago, “Late Show” was up 36%.

As for NBC’s demo dominance, key to the sweep was another first-place finish in daytime, where its 2.8/17 in women 18-49 topped both ABC and CBS (2.6/17). It’s the Peacock’s second victory in daytime in the last three weeks after not winning any week with its full daytime schedule since at least 1987.

Its other demo victories included ayem news (“Today,” 2.4/23 in adults 25-54), latenight (“Tonight Show,” 2.5/12 in A18-49; “Late Night With Conan O’Brien,” 1.2/8; and “Saturday Night Live,” 3.7/16), evening news (“NBC Nightly News With Tom Brokaw,” 3.1/14 in A25-54) and Sunday morning (“Meet the Press,” 1.0/7 in A25-54).

Perhaps even more impressive were the gains made in most of these dayparts compared with last year, including daytime (up 40%), “Saturday Night Live” (up 19%) and “Meet the Press” (up 11%).

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