×
You will be redirected back to your article in seconds

ABC Will Expand ‘Good Morning America’ on Saturday (EXCLUSIVE)

ABC News is adding more hours to “Good Morning America.”

After launching an early-afternoon version of the A.M. mainstay in 2018, the Disney-owned network now plans to double the hours of the show’s Saturday broadcast. Starting October 5, Saturday’s “GMA” will air starting at 8 a.m. in nearly 100 markets, including New York, Chicago and Philadelphia. All told, the new two-hour broadcast – anchored by Dan Harris (pictured, above) Eva Pilgrim, Whit Johnson and Rob Marciano –  will reach 40% of the U.S, though ABC said more stations will air the show in months to come.

All of ABC’s owned-and-operated stations have committed to airing the expanded show by early 2020, after the end of the college football season, ABC News said. At present, the Saturday hour airs at different times in different markets, depending on the needs of local stations.

“Every weekend viewers turn to ‘GMA’ for the news they need to start their day,” said Mike Milhaven, the senior broadcast producer of “GMA” weekend broadcasts, in a statement.  “I’m thrilled to have another hour on Saturdays to tell these important stories and highlight the work of our incredible team.”

ABC has appeared keen in recent months to broaden the “GMA” franchise. There is reason to do so. The main two weekday hours of “GMA” generated approximately $359.1 million in ad dollars for ABC in 2017, according to Kantar, a tracker of ad spending. Yet that figure is significantly lower than what NBC gets from the first two hours of rival “Today,” which have in the past nabbed more than $500 million in a year from Madison Avenue.  One way to wring more revenue out of “GMA” is to amplify its presence on the schedule, giving advertisers more of the property to sponsor.

“GMA” can be an easier sell than a new program. Media buyers say the morning show is a known quantity to advertisers, and that more hours can lead to broader purchases of ad inventory. During the Trump administration, consumption of news programming has soared. National TV spending in the news genre has increased 30% since 2015, according to VAB, a trade organization representing the TV networks, rising to about $7.38 billion from about $5.68 billion.

The path to success in the A.M. can be fraught. NBC News ran into severe headwinds when it attempted to launch a 9 a.m. showcase for anchor Megyn Kelly in the fall of 2017. And ABC News has had to recalibrate some of the operations of the early-afternoon program once known as “GMA Day.” Keke Palmer recently joined hosts Michael Strahan and Sara Haines at the helm of that program, a bid to add a third hour to “GMA” on weekdays.

ABC launched “GMA Saturday” in 2004, and said the program has led competitors in both the demographic favored by advertisers – people between 25 and 54 – and in overall audience for seven seasons.

 

 

More TV

  • 'Saturday Night Live' Offers Prayers for

    'Saturday Night Live' Offers Prayers for Trump (Watch)

    “Saturday Night Live” cast member Kate McKinnon resumed her role as Speaker of the House Nancy Pelosi in the Dec. 7 episode to offer a few prayers for Donald Trump. During the “Weekend Update” segment, co-anchor and “SNL” co-head writer Colin Jost first commented on Pelosi being asked if she hated President Trump during her [...]

  • Spongebob Squarepants Mr Kiasu

    Singapore Comiccon: Spongebob Squarepants Collides With Local Character Mr Kiasu

    Enormously popular Nickelodeon character, SpongeBob SquarePants is 20 this year. To commemorate the anniversary Nickelodeon commissioned Singaporean artist Johnny Lau, creator of iconic local animated character Mr Kiasu, to draw a coffee table book converging the wildly diverse worlds of the two. Lau released the book “Mr Kiasu Meets SpongeBob SquarePants” at the Singapore ComicCon [...]

  • America's Got Talent Simon Cowell

    Simon Cowell Lawyers Up From Abroad as 'America's Got Talent' Investigation Begins (EXCLUSIVE)

    “America’s Got Talent” executive producer Simon Cowell has set his legal representation for an investigation into the NBC competition series, which was announced by the network this week after a lengthy meeting with ousted judge Gabrielle Union. Cowell has hired Larry Stein, a longtime litigator in Hollywood and media spaces, multiple individuals familiar with the [...]

  • Ryan Reynolds' Aviation Gin Hijacks 'Peloton

    Ryan Reynolds Hijacks 'Peloton Wife,' Wrings New Buzz From Old Ad Trick

    The “Peloton Wife” is on the verge of striking up a new relationship outside her marriage The actress who plays the controversial Madison Avenue figure in a commercial for the luxury physical-fitness company is back in a new ad campaign – for another marketer that has little to do with promoting a healthy lifestyle. Aviation [...]

  • Shefali Shah in Delhi Crime

    'Delhi Crime’ Wins Big at Asian Academy Creative Awards

    Richie Mehta’s harrowing Netflix series “Delhi Crime” was the big winner at the 2nd annual Asian Academy Creative Awards in Singapore on Friday. Representing the show, lead actress Shefali Shah was rushed off her feet as she repeatedly had to return to the stage. “Delhi Crime” earned her best actress in a leading role, best [...]

More From Our Brands

Access exclusive content