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Will Good Morning America Lose Latest Battle in Morning Show War?

NBC and CBS morning shows gain ground.
Good Morning America anchors/ABC

Good Morning America anchors/ABC

Good Morning America is narrowly eking out a victory in the Nielsen ratings so far for the 2016-17 television season. The ABC morning show is averaging 4.65 million viewers compared to Today's 4.53 million. However, Today managed to best GMA twice in overall viewers during the past five weeks and is dominating the coveted 25-54 demographic , reports the Los Angeles Times

GMA is down eight percent this fall in the demo advertisers care most about for daytime; while NBC is flat. CBS This Morning is up 12 percent among 25-54 year-olds.

GMA's ratings woes have led to gossip about the Mouse House possibly having made a mistake by poaching Michael Strahan from Live! to join GMA. From the L.A. Times piece:

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ABC’s continued ratings fall has led its competitors to question the wisdom of adding Michael Strahan — a football analyst and Kelly Ripa’s former co-host on the breezy daytime talk show “Live” — to GMA’s seasoned anchor team of George Stephanopoulos and Robin Roberts. Strahan, who moved to the program in the fall, now joins the anchors at the top of the show when it leads with hard news. There has also been talk of more talent changes as ABC executives recently met with Fox News star Megyn Kelly and presented the idea of her joining the program when her contract is up next year.  

ABC News insists they are happy with their current on screen team at GMA. According to the L.A. Times, $1 billion dollars in advertising revenue is at stake for the three morning shows each year.