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CBS This Morning
Final logo used from 2015 to 2021
GenreNews program
Created by
Directed byShanta Fripp[2]
Presented by
No. of episodes
  • 3,100 (1987–1999)
  • 2,521 (2012–2021)
Production
Executive producerShawna Thomas
Production locations
Camera setupMultiple-camera setup
Running time120 minutes (including commercials)
Production companyCBS News
Original release
NetworkCBS
ReleaseNovember 30, 1987 (1987-11-30) –
October 29, 1999 (1999-10-29)
ReleaseJanuary 9, 2012 (2012-01-09) –
September 6, 2021 (2021-09-06)
Related

CBS This Morning (CTM) is an American morning television program that aired on CBS from November 30, 1987 to October 29, 1999, and again from January 9, 2012 to September 6, 2021. On November 1, 1999, the original incarnation was replaced by The Early Show, which was replaced by the second incarnation of CBS This Morning on January 9, 2012.

The second incarnation emphasized general national and international news stories and in-depth reports throughout each edition, although it also included live in-studio and pre-taped interviews. The format was chosen as an alternative to the soft media and lifestyle-driven formats of competitors Today and Good Morning America following the first hour or half-hour of those broadcasts, in an attempt to give the program a competitive edge with its infotainment format. It was the 10th distinct weekday morning news format aired on CBS since 1954, and the ninth attempt to do so since CBS resumed programming in that time slot since 1963. For all but a few periods since 1963, CBS has historically placed a distant third in the ratings among the network weekday morning shows.

On August 31, 2021, CBS announced that the weekday program would be replaced with the reformatted CBS Mornings effective September 7, while the Saturday edition of CBS This Morning was renamed CBS Saturday Morning on September 18, 2021, completing the transition.[3]

History

[edit]

First incarnation and The Early Show

[edit]

The original incarnation of CBS This Morning made its debut on November 30, 1987, with hosts Harry Smith, former Good Morning America news anchor Kathleen Sullivan, and Mark McEwen, a holdover from the show's infotainment-intensive predecessor The Morning Program as weather caster and announcer. Sullivan was replaced by Paula Zahn on February 26, 1990. For almost all of its run, it stayed in third place in the ratings. However, it was usually far more competitive than its eight predecessors in the morning slot had been.

Beginning on October 26, 1992, in an effort to prevent affiliates from dropping the program, CBS increased the amount of time available during the broadcast for local stations, most of which broadcast their own early morning news programs before the national news begins. Nevertheless, several CBS stations in top-ranking markets, like then-affiliates WJBK in Detroit, WAGA in Atlanta, WHDH in Boston and KDKA in Pittsburgh (as of 2022, still a CBS station) dropped the program in favor of either local or syndicated programming. KDKA would resume airing the program in the summer of 1995. Another station, KPIX in San Francisco, planned in 1994 to still broadcast CBS This Morning, but from 4:00 a.m. to 6:00 a.m. PST as the lead-in to its morning program.

Smith and Zahn left the program on June 14, 1996, with various CBS News correspondents Harold Dow, Erin Moriarty, John Roberts, Russ Mitchell, Hattie Kauffman, Mark McEwen and Jane Robelot anchoring CBS This Morning for seven weeks until a new format was in place. In August 1996, the program was revamped again, as simply This Morning, with Mark McEwen and Jane Robelot as co-hosts, news anchor José Díaz-Balart (succeeded by Cynthia Bowers, then Thalia Assuras, and finally Julie Chen) and Craig Allen (of WCBS-TV and WCBS-AM in New York City) serving as weather anchor.

A new format allowed local stations to air their own newscasts from 7:00 a.m. to 8:00 a.m. local time, interspersed with inserts from the national broadcast; the second hour of the national broadcast would then air uninterrupted from 8:00 a.m. to 9:00 a.m. Ratings went up slightly, and at one point in 1998 the program even moved ahead of Good Morning America. But its ratings success was also brief, and CBS announced its decision to cancel the program in early 1999. Robelot left This Morning in June 1999 after it was revealed that the program would be replaced. Assuras served as co-anchor and Chen as newsreader for the show's remaining five months. McEwen left the show at the end of September 1999 to prepare for the launch of The Early Show and was replaced by Russ Mitchell, who formerly conducted sports segments.

This Morning ended on October 29, 1999 after twelve years. It was replaced by The Early Show, which debuted the following Monday, November 1. Though it had occasional peaks in the ratings, The Early Show was a perennial third-place finisher behind NBC's Today and ABC's Good Morning America. In its last year, The Early Show shied away from the news, features, light stories and "infotainment" approach used by the program since its debut, that it based on the formats of its two main competitors.

Development and revival

[edit]
Homeland Security Jeh Johnson participates in an interview in 2016

On November 15, 2011, CBS News announced that The Early Show would be cancelled, and that the news division would overhaul its morning news program effective January 9, 2012. The news division's chairman Jeff Fager and president David Rhodes revealed at the official announcement that day that the revamped and retitled program would "redefine the morning television landscape" – meaning that rather than replicate the relaxed lifestyle-driven styles of Today and Good Morning America, the new format would feature a mix of "hard news" (a CBS News hallmark), analysis and discussion.[1] On December 1, 2011, the title of the new show was revealed as CBS This Morning,[4][5] marking a return of the name to the morning newscast since 1999.

The founding executive producer of CBS This Morning was Chris Licht, who was hired by CBS in the spring of 2011 after serving as executive producer of MSNBC's morning news-discussion program Morning Joe. Licht's move to CBS led to speculation that Morning Joe hosts Joe Scarborough and Mika Brzezinski would follow Licht to CBS, as their contracts with MSNBC were set to expire;[6] though Scarborough and Brzezinski confirmed contemplating offers from CBS and other networks, they signed a new contract with MSNBC out of a belief that their interview-intensive approach could not be duplicated on broadcast television.[7]

CBS instead tapped a trio of noted television veterans for the weekday edition of CBS This Morning: The Early Show holdover Erica Hill, Gayle King and Charlie Rose. Licht described Rose, who had previously hosted CBS's former overnight news program CBS News Nightwatch (which was replaced by Up to the Minute and later CBS Overnight News) in the 1980s, and had also served as a part-time correspondent for occasional segments since 2008 on the long-running newsmagazine 60 Minutes, as "an incredible interviewer".[8][9]

Licht promised an "outside the box" approach to CBS This Morning, insisting that the show would not include forced anchor banter, cooking segments, "comedic weather forecasters, [or] cheering fans on an outdoor plaza."[9][10][11]

Since revival

[edit]
Logo used from 2012 to 2015
Charlie Rose interviewing President Barack Obama in 2013

On July 26, 2012, CBS announced that its Chief White House Correspondent Norah O'Donnell would replace Hill starting in September 2012. Hill was pulled from the program immediately after the announcement (an absence which was not explained on the broadcast),[12] and was eventually released from her CBS contract (Hill joined NBC in November 2012, becoming a co-host of weekend editions of Today).

On November 20, 2017, Rose was fired by CBS following a report in The Washington Post in which eight women accused him of sexual harassment.[13] King and O'Donnell addressed the issue on the show.[14] In January 2018, it was announced that John Dickerson (moderator of Face the Nation) would join the program as the third co-anchor.[15] On October 3, 2018, it was announced that correspondent Bianna Golodryga would be joining the show as the fourth co-host.[16] However, six months later, in April 2019, Golodryga chose to leave CBS News.[17]

On May 6, 2019, it was announced that Dickerson and O'Donnell would leave CBS This Morning, with Dickerson moving to 60 Minutes and O'Donnell to CBS Evening News. Anthony Mason and Tony Dokoupil were named as successors, and made their debuts on May 20, 2019, alongside King.[18] O'Donnell's last day on the show was May 16, 2019, followed by Dickerson on May 17, 2019.

CBS announced several planned changes to the program in 2021, including a move to a new studio at One Astor Plaza in Times Square, and a new co-host in Nate Burleson with Mason moving to a role as reporter on culture.[19][20] On August 31, the network announced that CBS This Morning would instead be succeeded by a new program, CBS Mornings, starting September 7.[3] The reconfigured program retained the social media and YouTube channels created for CBS This Morning.

The transition was completed on September 18, 2021 when CBS This Morning Saturday was rebranded as CBS Saturday Morning.

Format

[edit]

Both hours began with the "EyeOpener - Your World According To Us", a fast-paced 90-second video montage of the day's top stories, ending with overnight sports highlights clips and quips from late-night talk shows. The first hour of the show was more news-intensive, with more original journalism and analysis than the second hour.[9] The 8:00 hour began with the "EyeOpener @ 8", recaps the first hour's news, leads into a brief summary of the morning's news headlines, and then shifts its focus to interviews and discussion (à la Morning Joe) and lighter fare.

Weather reports

[edit]

True to Licht's "no comedic weather" promise, the show did not include any standalone national weather segments[21] – this made CBS This Morning the only national morning news program on any of the "Big Three" networks not to include such a segment, although time was allotted for CBS affiliates to insert their own local weather forecasts (with national maps and forecasts or a text-only list of forecasts for individual cities nationwide provided for affiliates that do not insert their own weather updates, particularly those that do not have a news department).

However, the program would use local meteorologists from CBS stations to provide the forecast during major severe weather events (such as hurricanes, wildfires, and blizzards). Lonnie Quinn (former meteorologist for the program's Saturday edition) of flagship New York City O&O WCBS-TV - appears weekdays (as needed), and Jeff Berardelli, CBS News Weather and Climate Specialist, works the Saturday edition (when necessary).

Local news cutaways

[edit]

For stations that do not make use of the local news cutaways at :26 and :56 past the hour (including CBS affiliates that do not have a news department), the program used a taped story introduced by that day's CBS Morning News anchor during that time; previously it contained a happy talk segment between the anchors and panelists. This was similar to what was done during the 1981-87 run of the CBS Morning News.

West coast

[edit]

For the Pacific, Alaska and Hawaii–Aleutian Time Zones (along with most of Arizona during daylight saving time), an updated version of the broadcast incorporated an additional greeting to those viewers ("Good morning to our viewers in the West!" and "As you are waking up in the West..."), along with updated reports previously denoted by the reporter specifically acknowledging the viewers in that part of the country (e.g., "Good morning and Good morning to our viewers watching us in the West") and if occurring, reports on major swings, high or low, involving the stock market, with the time and temperature bug also incorporating a real-time Dow Jones/NASDAQ tracker.

Studio

[edit]

"With a wall this big, something important better be happening on the inside.
There is.
Sorry for the mess. We're busy building you a better morning."

—A message adorning the CBS Broadcast Center, as featured in a December 2011 promo for CBS This Morning[22]

CBS This Morning operates out of a set in Studio 57 at the CBS Broadcast Center (numbered for the street address in Manhattan, West 57th Street). The new set was originally planned for use by The Early Show before its cancellation; that program was based out of the windowed General Motors Building during its entire run, which was shared with the network's NFL pre-game show The NFL Today at times, though during the final year of The Early Show the windows were covered at all times due to the change to a hard-news focus.[23] A section of the studio's exterior, covered in white walls and adorned with the CBS Eye logo (and also bearing the message shown at right), was featured in promos for the show that began airing in early December 2011.[24] CBS Evening News has shared Studio 57 with CBS This Morning since December 2016, when the former program moved from its longtime home at Studio 47.[25]

Bits and pieces of the CBS This Morning set were revealed in promos and web videos released prior to the program's debut,[24] with the full set unveiled during the January 2012 premiere. Some of the set's features include:[11]

  • Real exposed brick walls and dark hardwood flooring
  • An in-the-round anchor desk, topped in clear lucite and etched with the famous "Eyemark", as well as additional "prong" sections which can be removed if necessary
  • Moveable monitors, allowing guests who appear via satellite to "sit" alongside their interviewers at the anchor desk
  • Various items representing CBS News's legacy (most prominently a world map from the venerated Walter Cronkite tenure of the CBS Evening News)
  • An adjoining newsroom (which was not ready in time for the premiere), complete with large windows facing the street (allowing passers-by to look in)
  • A visible green room (complete with the only couch on the set), allowing viewers to catch a glimpse of behind-the-scenes action

Also included on the set, as reported by TV Guide reporter Stephen Battaglio, is an Oakland Athletics baseball cap; executive producer Chris Licht included it to remind his staff of the sports film Moneyball, whose central character (team executive Billy Beane, played in the film by Brad Pitt) took an "outside-the-box" approach that Licht hopes CBS This Morning replicates (Licht has called the show "The Moneyball of TV" – a take-off on the methodology featured in the 2011 film – and screened the film prior to the premiere for CBS This Morning staff as a motivational tool).[9]

In the wake of the COVID-19 pandemic in the United States and the associated closure of the CBS Broadcast Center on March 11, 2020, CBS This Morning was briefly re-located to the Washington, D.C. studio of the CBS Evening News for two editions. After the facility was closed once more on March 18, the program began broadcasting from the Ed Sullivan Theater on the set of The Late Show with Stephen Colbert (where Licht now serves as producer),[26][27][28][29] before switching to a remote work format.[30] On June 22, CBS This Morning returned to Studio 57 with a reduced crew.[31]

Notable on-air staff

[edit]
Charlie Rose (pictured in 2014) was fired by CBS, PBS, and Bloomberg in 2017 following sexual harassment claims from eight different women.

The second incarnation of the program was originally hosted by Charlie Rose, Erica Hill and Gayle King.[32] Hill left the show about six months following its debut, and was replaced by Norah O'Donnell.[33] In November 2017, Rose was suspended and subsequently fired following sexual harassment accusations made against him becoming public knowledge.[34] Upon Rose's firing, various anchors have filled the third spot on a rotating basis. On January 9, 2018, CBS News president David Rhodes announced that former Face the Nation host John Dickerson would join Gayle King and Norah O'Donnell as the third co-anchor of CBS This Morning.[15] It was announced on October 3, 2018, that correspondent Bianna Golodryga would be joining the show as the fourth co-host.[16] However, six months later, in April 2019, Golodryga chose to leave CBS News. On May 6, 2019, it was announced that Dickerson and O'Donnell would leave CBS This Morning, with Anthony Mason and Tony Dokoupil named as successors.[18] O'Donnell's last day on the show was May 16, 2019, followed by Dickerson on May 17, 2019.

Final

[edit]

Former

[edit]

Correspondents

[edit]

Saturday edition

[edit]
Main article: CBS Saturday Morning

CBS This Morning Saturday is the Saturday edition of the program, which premiered under that title on January 14, 2012 and is currently anchored by Michelle Miller and Dana Jacobson.

Like the weekend editions of other network morning shows, the program has a greater focus on human-interest pieces than on weekdays, though it still concentrates primarily on the news of the day during the first half-hour. It also retains some of the common features of the morning show genre which were removed from the weekday show, such as musical performances and food segments.

An exception to the usual Saturday format occurred on February 2, 2013 (the day before Super Bowl XLVII), when the weekday anchor team hosted from New Orleans (where the game was held at the Mercedes-Benz Superdome), an edition that was branded as simply CBS This Morning (instead of CBS This Morning Saturday) and was formatted similarly to the weekday program, including "EyeOpener" segments at the top of both hours.

CBS This Morning did not produce a Sunday edition as a result of the long-running CBS News Sunday Morning, a newsmagazine that debuted in 1979 (and is a remnant of a short-lived reformatting of the original CBS Morning News broadcast that lasted until 1982). In contrast to CBS This Morning, CBS News Sunday Morning has long led the ratings among the Sunday morning shows.

Broadcast

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In the Southern Hemisphere, in the Commonwealth of Australia, a trimmed version (for 70 minutes excluding commercials) of the CBS This Morning weekday edition aired on CBS's sister network (since November 2017) Network 10, along with regional affiliates Southern Cross 10, and from July 2016 to July 2021 WIN, on Monday - Friday mornings from 4:30 a.m. until 6:00 a.m. AEST with the Friday edition held over to the following Monday. A national weather map of Australia was inserted during local affiliate station's cutaways for weather reports and forecasts. Commercial advertising was inserted instead of the usual cutaway to the local news programming, however, near-simultaneously with the other US's major "Big Three" television networks' breakfast / morning television programs, along with ABC-TV's longtime Good Morning America (broadcasting in U.S. since 1976) on the Nine Network from 3:30 a.m. and the NBC's Today longtime morning news/features show (since 1952, of NBC) airing on the Seven Network from 4:00 am. It was subject to preemption in regional areas for paid and religious programming. Until recent March 2020, the program was broadcast weekday mornings from 4:30 a.m. to 6:00 a.m., with the Friday edition usually held over to the following Monday. As a result of Network 10's plans to give local mid morning program Studio 10 a natural lead in for watching by Australian viewers, the program would now air four days a week, in direct competition to rivals of Network Seven's Sunrise and Nine's Today (Australian version), with encores of CBS daytime soap opera dramas The Bold and the Beautiful to air for two hours on Monday mornings from 6:00 a.m. This programming move, however, was short-lived; as of July 2020, the program has been bumped back to 4:30 a.m. to 6:00 a.m. airing five days a week, with encores of fellow CBS programs including daytime talk show The Talk, Entertainment Tonight, Judge Judy, and The Bold and the Beautiful following the program. Unlike the Nine Network and Seven Network, the weekend edition was not shown.[36]

Reception

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The format of CBS This Morning was praised by Associated Press critic Frazier Moore, noting the network was differentiating itself from its competitors with its focus on hard news: "CBS This Morning has, in effect, vowed to keep the silliness to a minimum, and its first week is promising." He noted the absence of tabloid news items, saying "[what] CBS This Morning didn't have – that, too, provides a good argument for watching."[37] Gail Shister of TVNewser gave Charlie Rose "an A for effort" for stretching past his usual slate of hard news into pop-culture stories. Shister concluded, "CBS is not reinventing morning TV. But at least they're trying, and that, in itself, is good news."[38]

Awards and nominations

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CBS This Morning won a Peabody Award in 2014 for "its timely, meaningful look into the face and mind of a tyrant" in the feature story "One-on-One with Assad".[39]

Ratings

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Upon the show's launch, CBS executives said that they expected it would take years for a ratings turnaround in the morning time period.[40] The program debuted to an average of 2.72 million viewers (1.11 million in the key demographic of adults 25 to 54 years old) in its first week; its total viewership was 10% lower than The Early Show's during the same week in the previous year.[40] As of August 2015, CBS This Morning continued to show the most growth, up to 12 percent in viewers and up to 14 percent in the A25-54 demo vs. the same week in 2014, with 3.196 million viewers.[41]

In November 2016, CBS This Morning came within striking distance of Today and scored the best November sweeps month for a CBS morning show in 23 years, averaging 2.8 million viewers - only 800,000 viewers behind "Today".[42]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

CBS This Morning

View on Grokipedia
from Grokipedia
was an American weekday morning television program that aired on the CBS network from January 9, 2012, to September 3, 2021, when it was rebranded as CBS Mornings. The show broadcast live from 7:00 to 9:00 a.m. Eastern Time, emphasizing hard coverage, in-depth interviews, and analysis in contrast to the lighter entertainment segments dominant on competitors like ABC's Good Morning America and NBC's Today. Launched under the leadership of CBS News president Jeff Fager, the program debuted with co-anchors Charlie Rose, Gayle King, and Erica Hill, aiming to revive CBS's morning franchise after years of third-place ratings. Norah O'Donnell joined as co-anchor in 2012, replacing Hill, and the team conducted high-profile interviews with world leaders and experts. In 2017, however, the program faced a major crisis when co-anchor Charlie Rose was fired following allegations of sexual harassment and misconduct by multiple women, including staffers, with reports indicating CBS executives had received prior warnings dating back to 1986. This scandal prompted anchor shakeups, with John Dickerson briefly co-anchoring before being replaced by Anthony Mason and Tony Dokoupil in 2019. Despite persistent challenges in overtaking rivals in viewership—often trailing with around 3 million daily viewers—the program garnered recognition for journalistic efforts, including a 2014 Peabody Award for a feature on North Korean leader Kim Jong-un and Daytime Emmy wins for directing and outstanding morning program. The rebranding to in 2021 introduced as a co-host alongside King and Dokoupil, shifting toward a more integrated morning lineup amid evolving broadcast strategies.

History

Origins from The Early Show

CBS's , which aired from November 1, 1999, to January 6, 2012, maintained a third-place position in morning news viewership throughout its run, trailing NBC's Today and ABC's by substantial margins. In its later seasons, including 2011, the program averaged roughly 2.5 million total daily viewers, compared to over 5 million for Today and around 4.5 million for Good Morning America, reflecting persistent struggles to capture a competitive audience amid rivals' emphasis on lighter, lifestyle-driven content. Faced with these empirical ratings shortfalls and competitive pressures, CBS News leadership initiated a comprehensive revamp in 2011 to reposition the morning slot. Chairman and president David Rhodes, seeking to prioritize substantive over , directed the shift toward a harder format designed to differentiate CBS from competitors' softer approaches, with the explicit goal of redefining morning television through deeper reporting and analysis. On November 15, 2011, CBS formally announced the cancellation of The Early Show and outlined the overhaul, including a name change revived from a prior iteration and new on-air talent. The rebranded program, CBS This Morning, launched on January 9, 2012, initially anchored by , , and , marking a strategic pivot driven by the predecessor's failure to improve standings despite prior tweaks.

Launch and Initial Format (2012–2015)

CBS This Morning premiered on January 9, 2012, supplanting The Early Show and introducing a format centered on rigorous news analysis, extended interviews, and minimal entertainment elements to appeal to viewers seeking substantive content. Anchored by Charlie Rose, Gayle King, and Erica Hill, the program broadcast live from the CBS Broadcast Center in New York from 7:00 a.m. to 9:00 a.m. ET weekdays. This shift aimed to counter the dominance of NBC's Today and ABC's Good Morning America by prioritizing "essential conversations" over lifestyle segments, drawing on empirical viewer preferences for depth amid Nielsen data showing fatigue with lighter fare. In its debut week, the show averaged 2.7 million total viewers daily, marking a 5% increase over 's prior performance and signaling initial traction through its news-focused approach, though it trailed competitors with Today at 5.54 million and at 4.86 million. Rose's marquee interviews, such as with President , exemplified the format's emphasis on high-stakes discourse, contributing to audience retention by linking policy discussions to practical implications—termed "news you can use" in network strategy to boost engagement metrics. Early challenges included sustaining momentum against entrenched rivals, prompting format adjustments informed by Nielsen ratings, such as integrating more actionable reporting on economic and health topics to address viewer drop-off in softer segments. By , these refinements had stabilized viewership around 2.5-3 million, with the 1,000th episode highlighting sustained innovation in viewer-centric . Internal awareness of Rose's prior behavioral concerns, dating to the and flagged sporadically before 2012, loomed as a latent but did not disrupt the initial operational phase.

Major Anchors and Shifts (2016–2021)

In November 2017, CBS fired co-anchor Charlie Rose following allegations of sexual misconduct by multiple women, as detailed in a Washington Post report published on November 20. The termination, effective November 21, stemmed from claims spanning 1990 to 2011 involving unwanted advances and exposure, prompting CBS News president David Rhodes to state the behavior violated workplace standards. This abrupt exit disrupted the program's anchor trio of Rose, Norah O'Donnell, and Gayle King, which had driven viewership gains through in-depth interviews, leaving the show with temporary co-hosting by O'Donnell and King alongside correspondents. To stabilize the lineup, CBS named John Dickerson, moderator of Face the Nation, as the new co-anchor on January 9, 2018, with him joining O'Donnell and King full-time starting January 10. The transition emphasized continuity in the show's focus on substantive news over , but empirical data showed lasting damage from Rose's departure: pre-firing averages hovered around 3.5-3.8 million total viewers, yet post-ouster figures declined double-digits, stabilizing at approximately 2.7-3 million by late 2018 while trailing ABC's and NBC's Today by 1-1.5 million viewers daily. This drop, down 16% year-over-year in key demographics like adults 25-54 since September 2018, reflected viewer attrition tied to the loss of Rose's interviewing gravitas and subsequent anchor instability, rather than broader market trends affecting rivals less severely. Further shifts occurred in May 2019, when CBS announced O'Donnell's move to anchor and Dickerson's reassignment to , leaving as the sole holdover. She was joined by veteran correspondent Anthony Mason and reporter as co-anchors starting that fall, aiming to refresh the format with Mason's institutional knowledge and Dokoupil's investigative style. These changes exacerbated ratings erosion, with viewership falling 21% to 2.704 million total viewers by June 2019 from 3.127 million pre-shift, underscoring causal links between frequent personnel turnover and audience retention challenges in a competitive morning slot. By 2020, the King-Mason-Dokoupil team adapted to the through remote broadcasting from home studios, reducing on-site production to minimize health risks while maintaining core segments via virtual interviews and field reports. This logistical pivot preserved operations amid lockdowns but coincided with volatile viewership, as the program's emphasis on empirical pandemic coverage—drawing on data-driven analysis—failed to fully offset prior declines, with averages lingering below 3 million and competitors benefiting from lighter formats. The era's anchor flux thus contributed to programmatic instability, prioritizing internal restructuring over sustained competitive edge.

Rebranding to CBS Mornings

On August 31, 2021, CBS announced the rebranding of CBS This Morning to , effective September 7, 2021, as part of a broader refresh including a relocation to a new studio in and the addition of former NFL player and sports analyst as a co-host alongside and . The changes replaced Anthony Mason in the anchor role, with the network citing a desire to align the weekday program more closely with successful CBS morning formats like CBS Sunday Morning through enhanced storytelling and a unified branding strategy across its morning lineup. The rebrand responded to the program's persistent third-place ranking in the morning news ratings, where it had averaged distant trailing figures behind ABC's and NBC's Today for much of its run, exacerbated by audience erosion following the 2017 dismissal of co-host amid sexual misconduct allegations. CBS executives emphasized expanding appeal to a wider demographic by incorporating Burleson's sports and perspective, shifting toward longer-form narrative segments over traditional hard-news delivery to foster "exquisite " and connection with viewers. This adjustment aimed to counteract stagnation but reflected a strategic pivot away from the program's original emphasis on rigorous toward a softer, more lifestyle-oriented format to compete in a market dominated by lighter competitors. The debut week generated initial viewer interest, with the program drawing higher-than-average audiences amid promotion of the new studio and host lineup, though specific premiere metrics were not immediately detailed in network releases. Subsequent performance showed short-term gains in certain demographics, such as increased female viewership, but overall ratings declined over time, maintaining third place and underscoring the challenges of softening in retaining core audiences while failing to substantially erode rivals' leads.

Program Format

Core News and Interview Segments

CBS This Morning's weekday broadcasts from 7:00 a.m. to 9:00 a.m. ET centered on core news and interview segments designed to deliver substantive , opening with the "Eye Opener" summarizing major headlines and developments. This was succeeded by extended reporting on key national and international stories, including examinations grounded in verifiable and input rather than speculative commentary. The format emphasized of events, such as breakdowns of economic indicators or geopolitical conflicts, drawing from correspondent fieldwork and official records to prioritize over narrative-driven accounts. In-depth interviews constituted a primary differentiator, featuring extended discussions with policymakers, scientists, and industry leaders to probe underlying mechanisms and evidence-based solutions. Notable examples included sessions with political figures like President , where anchors elicited detailed rationales for administration decisions, and foreign dignitaries providing firsthand accounts of international crises. These segments avoided superficial exchanges, instead fostering interrogations of assumptions through direct questioning of premises and outcomes. Investigative reporting integrated into the lineup highlighted original probes, such as examinations of operations or corporate practices, often incorporating leaked documents, whistleblower testimonies, and statistical validations to substantiate claims. Launched in January 2012 with a commitment to "news, not noise," the program initially allocated over 70% of airtime to hard news and analytical interviews, contrasting with rivals' heavier reliance on celebrity-driven content. By the late 2010s, amid persistent third-place ratings averaging approximately 2.5 million viewers daily—compared to 4-5 million for competitors—producers introduced supplementary lifestyle-oriented features, like health policy overviews framed through personal impacts, to potentially expand audience reach. This adjustment correlated with modest viewership upticks in select quarters but did not alter the core emphasis on fact-verified reporting, as evidenced by sustained inclusion of foreign affairs deep dives and accountability journalism.

Weather, Local Cut-Ins, and Special Features

The weather component of CBS This Morning integrated national forecasts from CBS News meteorologists, who provided updates on conditions such as tropical storms and hurricanes, exemplified by Rob Marciano's reports on systems like Humberto in September 2025, though delivered in the context of the program's earlier format emphasizing concise, data-driven overviews rather than extended presentations. Unlike competitors with dedicated on-set weather anchors, the show relied on network specialists for overarching U.S. trends, prioritizing brevity to align with its news-focused runtime. Local affiliates handled regional customization through scheduled cut-ins, where stations like Chicago's WBBM inserted tailored forecasts using the program's branding, enabling affiliates to address market-specific risks such as or air quality without preempting the national feed. This hybrid approach supported retention in interior markets, where empirical viewership data from similar morning formats indicate correlates with sustained household engagement over generic national summaries. Special features augmented core content with practical, viewer-oriented segments on health and consumer issues, including exposés on inaccuracies and risks, as seen in collaborations with on painkiller investigations in 2014 and CBS-driven relief for outlier hospital charges. These reports emphasized verifiable discrepancies, such as HealthCare.gov premium misestimations leading to doubled costs for some users in 2013, drawing from direct consumer data rather than unsubstantiated advocacy. Such inclusions fostered causal links to in non-coastal demographics by delivering actionable insights—e.g., privacy risks in marketing—amid broader cycles, with affiliate cut-ins occasionally extending these to local alerts on recalls or outbreaks. Broadcast logistics for and features accounted for time-zone variances, with the Eastern live feed delayed for Central and Western audiences, incorporating 5-15 minute refreshers on forecasts to mitigate staleness in Pacific Time slots airing from 4:00 a.m. PT. During major events, network protocols shifted to centralized coverage, reducing affiliate cut-ins to preserve continuity, as evidenced by CBS's handling of national storms where local stations deferred to unified reporting. This structure minimized disruptions while maximizing empirical utility, aligning with affiliate compensation models that incentivized cooperative inserts over full preemptions.

Production Logistics and Studio Evolution

CBS This Morning launched its production on January 9, 2012, from Studio 57 at the CBS Broadcast Center, located at 524 West 57th Street in New York City, utilizing the facility's advanced control rooms and video infrastructure for live news delivery. This setup supported a primarily live broadcast model, with anchors delivering segments in real-time while integrating pre-recorded field reports and interviews to allow for editing and verification without compromising urgency. The production team, led by an executive producer and including directors, technical operators, and logistics coordinators, managed daily scripting, satellite feeds from global correspondents, and on-site rehearsals to ensure seamless transitions between studio elements and remote inputs. In response to the starting in March 2020, production adapted by incorporating remote anchor appearances via video links, reducing in-studio personnel to essential staff, and enforcing protocols like masking, testing, and physical distancing to sustain live airing amid risks and supply disruptions for equipment. These measures prioritized operational continuity and employee , drawing on broader industry shifts toward hybrid workflows that minimized physical gatherings while maintaining broadcast quality through enhanced virtual production tools. By September 2021, ahead of the program's , production shifted to a newly constructed studio at 1515 Broadway in , which featured expanded LED walls and immersive set designs intended to enhance visual appeal and accommodate format tweaks. This relocation, involving significant upfront costs estimated in the millions for build-out, reflected an empirical push for modernized facilities to boost viewer engagement, though subsequent evaluations under Paramount Global's fiscal pressures highlighted inefficiencies in maintaining the high-rent space. The studio evolution's endpoint for the This Morning legacy came with the successor program's return to a renovated Studio 57 on September 29, 2025, incorporating upgraded lighting, acoustics, and automation systems to cut operational expenses and streamline workflows compared to the Times Square venue. This reversion underscored causal priorities of cost control and logistical efficiency, reverting to the Broadcast Center's centralized resources for integrated news production across properties.

On-Air Personnel

Anchor Teams

CBS This Morning debuted on January 9, 2012, with and as its primary co-anchors, emphasizing long-form interviews and serious journalism that distinguished the program from competitors. served initially as a news anchor before transitioning to co-anchor status alongside Rose and King. This lineup contributed to a 37 percent rise in total viewership compared to the preceding CBS morning program, averaging higher engagement through substantive discussions that enhanced the show's prestige and attracted an audience seeking depth over entertainment. Rose's tenure concluded in November 2017, prompting a reconfiguration of the anchor team. John Dickerson joined Gayle King and Norah O'Donnell as co-anchor in January 2018, maintaining the program's commitment to rigorous reporting and collaborative on-air dynamics. However, this period correlated with viewership declines, including a 14 percent drop in adults 25-54 and 9 percent in total viewers over the subsequent 12 months relative to pre-departure averages, reflecting challenges in sustaining momentum amid anchor transitions. By May 2019, Norah O'Donnell departed for the CBS Evening News anchor position, and John Dickerson shifted to other network roles, leading to the addition of Tony Dokoupil as a co-anchor with Gayle King. This adjustment aimed to refresh the team's chemistry and adapt to evolving audience preferences, though it preceded further ratings softness, with total viewership falling 21 percent in the weeks following the changes as the program approached its rebranding. The evolving anchor configurations underscored a pattern where shifts away from the original Rose-led team linked to measurable dips in key metrics, highlighting the influence of anchor familiarity on viewer retention.

Correspondents and Regular Contributors

, ' chief Washington correspondent since 2012, regularly contributed political analysis and field reports from and the , focusing on legislative processes and executive actions with direct sourcing from policymakers. served as a multifaceted correspondent, delivering feature segments on social issues and human stories that complemented the program's news depth, with her work integrated into daily broadcasts from 2012 onward. In response to competitive pressures for enhanced original content, CBS This Morning in May 2019 designated a core team of dedicated correspondents— as lead, alongside , Anna Werner, and —to produce exclusive field investigations and reports, emphasizing verifiable on-site journalism over studio commentary. 's contributions included nationwide field pieces on community-driven initiatives and individual achievements, such as profiles of adversity overcome through local efforts, which aired as regular segments to illustrate causal links between policy impacts and personal outcomes. Anna Werner, the senior consumer investigative correspondent, bolstered the show's credibility through data-driven exposés on corporate practices, including reports that prompted the largest U.S. tire recall in history (affecting over 40 million tires in 2019) and the shutdown of a flawed organ transplant program, relying on from regulatory filings and victim testimonies. These roles experienced turnover linked to ' structural shifts, such as the 2021 rebranding to and expansions into digital platforms, which reassigned personnel like Werner to broader investigative duties by mid-2025 while maintaining continuity in specialized reporting.

Weekend and Extended Editions

Saturday Edition

CBS Saturday Morning premiered on November 24, 2012, as the weekend edition of CBS This Morning, initially airing for two hours on Saturday mornings and featuring a mix of original news segments, interviews, and features distinct from the weekday broadcast's pace. The program launched with co-hosts including and evolved to include starting June 22, 2019, alongside , emphasizing in-depth reporting on culture, arts, and current events tailored for weekend viewers. In alignment with the weekday program's rebranding, debuted its updated name and format enhancements on September 18, 2021, maintaining a two-hour structure with original content while incorporating some extended stories from the week for a more relaxed, narrative-driven presentation. This shift aimed to unify ' morning lineup under a consistent identity, though the Saturday edition retained its independent evolution, focusing on profiles and analysis over urgency. Viewership for averaged 1.761 million total viewers during the 2022-2023 broadcast year, with 315,000 in the adults 25-54 demographic, reflecting a stable but lower niche audience compared to weekday counterparts and appealing to loyal weekend news consumers seeking unhurried coverage. The program's metrics underscore its role as a supplementary offering, prioritizing depth over volume to engage viewers less inclined to weekday schedules.

Sunday and Special Weekend Programming

CBS This Morning did not produce regular Sunday editions, as CBS allocated its Sunday morning schedule to established programs like the news magazine CBS Sunday Morning, hosted by and airing at 9:00 a.m. ET, which emphasizes feature stories on arts, music, nature, entertainment, and profiles rather than the weekday format's focus on and interviews. This program, recognized as the top-rated Sunday morning news offering, attracted audiences preferring its slower-paced, cultural content over hard news, with viewership often exceeding weekday morning benchmarks in its niche—such as 4.71 million viewers on select high-engagement Sundays. The absence of a Sunday counterpart to CBS This Morning stemmed from empirical viewership disparities, where weekday morning slots commanded consistent daily audiences of approximately 1.9 million for CBS's format, driven by commuter and routine habits, compared to fragmented weekend patterns favoring specialized content. Limited investment in Sunday hard news extensions was thus prioritized toward sustaining for political discourse and CBS Sunday Morning for broader appeal, avoiding dilution of resources on lower-yield replications. Special weekend broadcasts tied to the This Morning team were infrequent, confined to rare event tie-ins like holiday overviews or national crises, often folded into network-wide coverage without dedicated Sunday pilots. Following the 2021 rebrand to , this structure persisted, integrating weekend efforts primarily through Saturday editions while preserving Sunday's distinct programming to align with proven audience causal drivers, such as post-weekend leisure viewing preferences that boosted magazine formats over news-heavy ones. No expansion to Sunday weekday-style shows occurred, underscoring a franchise strategy grounded in format differentiation and viewership data rather than uniform extension.

Broadcast and Distribution

Network Affiliates and Syndication

CBS This Morning aired on the 15 CBS owned-and-operated stations and approximately 228 affiliated stations, reaching nearly all designated market areas in the United States through standard network affiliation agreements. These agreements typically required affiliates to carry network news programming, though morning shows like CBS This Morning faced less stringent clearance mandates compared to evening or prime-time content. The program broadcast live from from 7:00 a.m. to 9:00 a.m. Eastern Time weekdays, with feeds distributed to affiliates nationwide; stations in Central, Mountain, and Pacific time zones aired it live at correspondingly earlier local times, such as 4:00 a.m. to 6:00 a.m. Pacific, without delay to preserve timeliness against competitors like NBC's Today and ABC's . Affiliates often integrated local cut-ins for weather or traffic during the second hour, coordinated via network feeds to align with promotional tie-ins and regional advertising slots. Early in its run, particularly during the 1987–1999 and initial 2012 iterations, CBS This Morning experienced preemptions by select affiliates replacing it with local newscasts, infomercials, or religious programming, as seen with stations like KPIX in in 1994 and others amid network-affiliate tensions over ratings and compensation. By the mid-2010s, competitive dynamics and improved viewer metrics reduced such preemptions, with negotiating incentives for full carriage to match rivals' near-universal clearance and bolster national reach. The program was not offered in traditional off-network syndication domestically, remaining exclusive to network distribution.

Digital and Streaming Availability

CBS This Morning offered digital access via clips and select full episodes on CBS.com and affiliated channels starting from its premiere on January 9, 2012, enabling viewers to access segments on-demand without traditional broadcast requirements. Live streaming of the program expanded with the launch of CBSN on November 6, 2018, CBS's free digital streaming service, which aired CBS This Morning at 8 a.m. ET on weekdays, complementing linear TV distribution. In select markets, subscribers to CBS All Access—introduced in October 2014—could access live feeds of local CBS affiliates carrying the show, providing an early subscription-based option for cord-cutters. The CBS News mobile app, available since the early 2010s and updated for broader live and on-demand capabilities, further supported streaming of episodes and highlights, with free access to 24/7 news feeds incorporating This Morning content by the late 2010s. Post-2020, amid rising digital news consumption during the , CBS News reported overall digital platforms averaging 17.6 billion monthly viewing minutes across network and streaming in 2021, though program-specific migration metrics for This Morning remain undisclosed in public filings. As CBS All Access transitioned toward rebranding in 2021, on-demand enhancements included expanded clip libraries and integrated access via apps, facilitating easier archival viewing of This Morning segments before the program's reformat to .

Ratings Performance

Upon its debut on , 2012, CBS This Morning averaged 2.7 million total viewers during the premiere week, according to Nielsen measurements. The program saw initial growth, achieving an average of 3.3 million viewers by 2015, which represented a 5% increase from the previous year. Viewership fluctuated in subsequent years amid personnel changes, including the November 2017 departure of co-anchor following sexual misconduct allegations, after which the show posted declines in subsequent periods. In May 2019, following the addition of new co-hosts and to pair with , weekly averages dropped 21% year-over-year to approximately 2.5 million viewers. The program maintained averages in the 2 to 2.5 million range through the late 2010s and into 2020, with temporary surges tied to major events such as election coverage. It was rebranded as CBS Mornings on September 7, 2021, coinciding with format adjustments but no immediate reversal in trajectory. By the 2024-2025 television season, CBS Mornings averaged 1.94 million total viewers, reflecting a 10% year-over-year decline. Through August 12, 2025, year-to-date figures stood at 1.813 million daily viewers, down 10% from the comparable 2024 period. In the third quarter of 2025, averages further slipped to 1.789 million, a 7% decrease from the prior year. These consistent year-over-year reductions underscore a downward trend since the early post-launch peak.

Competitive Analysis Against Rivals

CBS Mornings has maintained a third-place position in total viewership among the major network morning shows, trailing ABC's (GMA), which averaged 2.644 million viewers, and NBC's Today, which averaged 2.604 million viewers, during the 2024-2025 television season through early September. In contrast, CBS Mornings averaged 1.940 million total viewers for the same period, reflecting a year-over-year decline of 10%. The competitive gap in average daily audiences widened following 2017, when CBS This Morning's viewership stood at approximately 3.57 million total viewers in late , compared to higher figures for rivals that season. By the 2024-2025 season, the disparity grew to over 0.6 million viewers separating from Today and more than 0.7 million from GMA, as CBS experienced steeper declines post-scandals affecting its anchor team. In the period following the November 2024 presidential election, encompassed within the 2024-2025 season data, saw an 11% year-over-year drop in total viewers to around 1.8 million by mid-2025, while GMA and Today exhibited relative stability with declines of 6% or less and occasional weekly gains. This divergence aligns with structural differences in programming, where Today and GMA integrate extended entertainment and lifestyle segments that sustain higher retention rates among broader audiences during transitional hours, unlike CBS's emphasis on extended hard news blocks.
Season/PeriodGMA (millions)Today (millions) (millions)
Late 2017~4.5+ (est.)~4.8+ (est.)3.57
2024-2025 (early)2.6442.6041.940
These metrics, drawn from Nielsen data, underscore CBS's persistent challenge in closing the structural viewership deficit against rivals' more diversified appeal.

Reception and Impact

Critical Reviews

Upon its January 2012 launch, CBS This Morning garnered praise from television critics for prioritizing substantive journalism over the entertainment-heavy format of rivals like NBC's Today and ABC's . Critics highlighted the program's innovative newsroom-style set and focus on in-depth reporting, with reviewer Tim Goodman noting it as "a good wake-up call" that emphasized news delivery without excessive fluff, marking a directional improvement for CBS morning programming. Similarly, Hollywood Reporter coverage of the premiere described it as "a news show" that avoided superficial segments, crediting anchors , , and for a professional tone centered on facts and . The show's early reputation for journalistic rigor was affirmed by its 2014 Peabody Award for the segment "One-on-One with Assad," featuring Charlie Rose's interview with Syrian President . The Peabody citation commended Rose's "exemplary gravitas and journalistic acumen," praising the persistent questioning that probed the leader's rationale amid international scrutiny, underscoring the program's capacity for high-stakes, accountability-driven reporting. Subsequent critiques pointed to a gradual shift toward personality-driven content, diluting the initial emphasis on hard news. By the late , reviews observed an over-reliance on anchor charisma and lighter features, with some analysts arguing this mirrored broader morning show trends but compromised factual depth in favor of viewer engagement. Following the 2021 rebrand to , feedback highlighted a further softening, incorporating more and inclusivity-focused segments that critics like those in media trade publications viewed as prioritizing upbeat accessibility over comprehensive analysis, contributing to perceptions of reduced substantive edge.

Audience and Cultural Influence

Public trust in , the division producing CBS Mornings, aligns with broader patterns of middling confidence in mainstream broadcast outlets, as evidenced by a 2025 analysis showing partisan divides in news source reliability. Among Republicans and Republican-leaning independents, only 23% express trust in CBS News, in contrast to 56% of Democrats and Democratic leaners, reflecting systemic toward national networks perceived as ideologically misaligned. This disparity underscores how audience reception varies by political affiliation, with conservatives disproportionately viewing such programs through a lens of institutional , corroborated by Gallup's 2025 findings of overall U.S. media trust at a record low of 28%, dropping to 12% among Republicans. The program's societal role extends to shaping morning routines for its viewers, primarily older adults akin to other network news audiences, yet its cultural footprint in discussions is constrained compared to cable alternatives like or algorithm-driven news apps. Segments occasionally gain traction via social sharing, such as features on emerging trends or human-interest stories, but empirical metrics from media consumption studies indicate limited sway over broader formation, where digital platforms and partisan cable exert greater causal influence on . This dynamic highlights a fragmented media ecosystem, where CBS Mornings' emphasis on substantive interviews contributes to elite-level conversations but struggles to penetrate beyond urban and coastal demographics predisposed to broadcast formats.

Controversies and Criticisms

Allegations of Political Bias

Critics have alleged that CBS This Morning exhibits a left-leaning , particularly in its coverage of Republican figures and conservative policies, with empirical analyses showing disproportionate negative framing compared to Democratic counterparts. A 2011 Media Research Center study of ABC, , and morning programs, including predecessors to CBS This Morning, found that coverage of the 2012 Republican presidential candidates emphasized their "extreme" positions 78% of the time, while portraying Democratic views as mainstream, with evaluative statements about Republicans being 72% negative versus only 14% positive for Democrats. This pattern aligns with broader conservative critiques of prioritizing narratives that align with progressive priorities, such as selective emphasis on controversies involving GOP leaders. During the 2020 election cycle, a Shorenstein Center analysis revealed that —sharing journalistic resources with CBS This Morning—devoted 26% of its Trump coverage to , often in a critical , compared to just 14% on , contributing to accusations of amplified negative scrutiny on Trump's pandemic response while downplaying similar issues under Democratic administrations. Post-2020, conservative commentators highlighted "" framing in segments on social issues and Trump-related stories, with viewer complaints surging over perceived partisan selective reporting, as evidenced by partisan trust gaps where 40% of Republicans reported distrusting versus only 6% of Democrats. These claims gained traction amid 2024 lawsuits, including former President Trump's suit against for allegedly deceptive editing of a interview on , which shares production overlaps with morning broadcasts and prompted internal scrutiny of editorial practices. In 2025, following 's acquisition by , pledges to establish an independent ombudsman to vet concerns reflected heightened pressure from regulators and conservatives, amid FCC Chair Brendan Carr's investigations into programming. The appointment of as Editor-in-Chief, known for critiquing media leftism, led to meetings where she questioned 60 Minutes staff on public perceptions of , underscoring internal acknowledgments of erosion among conservative audiences, with leaks revealing staff frustrations over efforts to address these imbalances. Defenders, including executives, maintain that such coverage adheres to journalistic standards of and accountability, dismissing claims as partisan attacks rather than evidence of systemic tilt. However, empirical disparities in coverage tone and trust metrics substantiate critics' arguments of a left-leaning orientation influencing selection. In November 2017, CBS News terminated Charlie Rose's employment as co-anchor of CBS This Morning following allegations of sexual misconduct leveled by eight women who had worked with him on his PBS program, with subsequent reports identifying three CBS employees as additional accusers who claimed Rose engaged in unwanted physical advances, including groping and lewd comments. The dismissal, announced on November 21, created an abrupt vacancy in the show's anchor lineup, prompting Gayle King to host solo or with interim co-anchors like John Dickerson and Norah O'Donnell while CBS restructured the program, contributing to short-term operational disruptions and viewership adjustments during the transition period. A subsequent internal investigation in uncovered that Rose's inappropriate conduct had been reported to three CBS News managers as early as September 2016, yet no substantive actions were taken prior to the public allegations, highlighting lapses in internal oversight and response protocols at the network. This revelation prompted further scrutiny of CBS's workplace culture but did not result in additional terminations beyond Rose, as the network maintained it had no prior formal complaints on record before the scandal broke. On November 8, 2013, CBS This Morning featured correspondent issuing a public correction and apology for a flawed report on the , which had inaccurately portrayed a security contractor's account; the segment's airing underscored the program's role in addressing network-wide journalistic errors, though it stemmed from an external broadcast and led to no direct staff changes on the morning show. Subsequent to Rose's exit, several contributors and behind-the-scenes staff departed amid the anchor reshuffling, including producer changes tied to adapting the show's format under new leadership, though these transitions were framed internally as routine rather than scandal-driven.

Ratings Decline and Attributed Causes

CBS Mornings recorded an average of 1.94 million total viewers during the 2024-2025 television season, reflecting a 10% year-over-year decline, while the adults 25-54 demographic averaged 346,000 viewers. In quarterly comparisons, total viewership dropped 11% and the key demo fell 18% relative to the prior year. These figures positioned the program third behind ABC's Good Morning America (averaging 2.59 million total viewers for sample weeks) and NBC's Today, which maintained narrower declines of around 5% in total viewers. Following the November 2024 presidential election, saw accelerated losses, with total viewership down 6% and the 25-54 demo down 18% compared to pre-election periods. In some weekly measurements, the show dipped to 1.8 million total viewers, a 12% drop from 2024 equivalents and 20% in the demo. Network insiders reported the post-election slide as particularly steep, linking it to content perceived as misaligned with shifting audience preferences after the Republican victory. Analyses attribute the downturn primarily to viewer migration driven by perceptions of left-leaning bias in coverage and segments emphasizing themes, which alienated conservative audiences. This exodus correlated with gains for Fox News Channel's , as Fox overall surpassed , ABC, and in primetime weekday viewership (3.3 million) through September 2025, reflecting broader appeal amid distrust in establishment media outlets documented in post-election viewer surveys. Such patterns align with of partisan realignment in news consumption, where conservative viewers disproportionately shifted from networks exhibiting systemic ideological skew toward alternatives offering perspectives. Alternative explanations invoke macroeconomic pressures and to streaming platforms, which affected linear TV broadly. However, rivals' relative stability—GMA and Today down only 5-6% in total viewers—undermines these as primary causes, with data indicating perceptions as the dominant factor in the conservative demographic's departure, consistent with causal trends in audience retention tied to ideological fit rather than universal market erosion.

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