Making good on months of momentum, Good Morning America finally usurped Today's coveted demo crown -- just a week shy of the NBC series' inevitable Olympic boost.
For the week of July 23, Nielsen gives Good Morning America an advantage in total viewers (4.837 million over 4.295 million) and adults 25-54 (1.851 million over 1.839 million) for the first time in nearly 17 years.
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Good Morning America had its first taste of victory among total viewers back in April, and has subsequently enjoyed several wins since. Last week also marks its fifth consecutive week on top of viewers.
The win comes just in time for Good Morning America, which lost its edge on Monday morning with NBC's Today team broadcasting from London and airing exclusive coverage of the highly-rated games.
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Though down from its showing Beijing, Today posted considerable wins on Monday and Tuesday in both total viewers and the demo. It has bested the ABC broadcast by more than 1 million each day.
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