Starting on Monday, NBC’s morning news program, which has found itself second to “Good Morning America” on ABC for the last 16 months, will begin what amounts to an all-out counteroffensive. A promotional campaign will be splashed across every media outlet owned by NBC’s parent company, Comcast, and will be centered on a new tag line for the program: “Rise to Shine.”
Those words can cover a multitude of meanings for a show that starts at sunup, but the subtext is unmistakable: NBC wants — and surely needs — its flagship news program to rise again.
“The ‘Today’ show is the crown jewel,” said Deborah Turness, the new president of NBC News. “In my universe it is absolutely No. 1. My priority from the day I walked in the door in August was to rebuild the show and get it back to the top.”
Working against any rapid reversal of fortune is the fact that trends in morning television tend to settle in for long hauls. “Today” beat “G.M.A.” every week for a record 16 straight years before it collapsed two years ago under a rash of publicity over its removal of Ann Curry as co-host and the subsequent media flogging of Matt Lauer for his presumed role in her dismissal.
“G.M.A.,” meanwhile, has had a big ratings advantage for most weeks since September 2012. The 2013 calendar year ended with that program, which had an audience of 5,727,000, leading “Today” by an average of 708,000 viewers over all and 59,000 in the category that matters most in television news: viewers between the ages of 25 and 54.
But the ABC show’s ratings dominance has not been quite so pronounced of late. “Today” has cut its lead in the 25-54 age category, from 63,000 viewers to 18,000 in the last three months. In the final nonholiday week of 2013, “Today” even regained the top spot in the category, winning that group by 18,000 viewers.
(Among the other players, in November “CBS This Morning” was up 16 percent year to year, though it still trails the other networks by about two million viewers. On cable, “Fox and Friends” remains the leader, though at 240,000 viewers in the 25-54 group, it does not challenge the broadcasters; MSNBC’s “Morning Joe,” with 133,000 such viewers, and CNN’s “New Day,” with 100,000, are well back.)
NBC’s recent 25-54 victory dovetails well with its plans to give “Today” what it calls its “symphony promotion,” meaning a confluence of messages about the show across all 22 NBC and Comcast properties, from cable channels like USA and the Golf Channel, to mailers inside bills to Comcast cable customers.
The decision to go all out came from the NBCUniversal chief executive Stephen B. Burke, who approved the weeklong full-court promotion. (“Today” will receive a week’s worth of mass promotion on two other occasions during the year.)
“One of the things we’re trying to do now is put a spotlight on the show because we think we’ve got something we want people to see,” Mr. Burke said. “And we think if people see it, they’ll like it. So we’re rolling out all the parts of the company to promote it.”
He said that NBCUniversal had assembled similar promotional pushes behind shows like “The Voice” and “The Sound of Music” — as well as movies like “Despicable Me 2” — with great success.
In interviews, NBC executives and the show’s chief anchors, Mr. Lauer and Savannah Guthrie, described a sense of confidence that the show was regaining its footing. That perceived turnaround — those interviewed talked of “getting the show’s mojo back” — comes after a round of extensive research for the news division and a kind of retreat for the staff that resulted in a new mission statement and the new tag line.
One key to returning to morning television’s top spot rests in recapturing what Sharon Otterman, who heads research for the news division, described as “lapsed viewers.”
Article source: http://www.nytimes.com/2014/01/06/business/media/nbc-begins-swarm-of-ads-to-lift-today-back-to-top.html?partner=rss&emc=rss