Look who’s up early for breakfast TV

TiVo Research and Analytics profiles the viewers of broadcast morning shows using purchaser data and advanced demographics.

In the relentless battle amongst national broadcasters to attract more and more eyeballs for their morning day-part programs, gross ratings points based on age/gender have been the traditional indicator for win or loss. TiVo Research and Analytics, Inc. (TRA) has taken a different approach to looking at performance. Not all ratings are created equal, and each network and program performs differently depending on the audience that is intended to be reached. So, who’s up early watching America’s breakfast television?

TRA has performed a fascinating analysis utilizing purchaser targets, advanced demographics and TV tuning behavior from its advertising optimization platform, Media TRAnaltyics®, to better understand the audiences that are watching morning shows.



  • The Today Show indexes the highest with Republicans at 118, which is significantly higher than ABC’s GMA (100) and CBS This Morning which under-indexes for Republicans at 93. Coincidentally, Republican NJ Governor Christie will be a guest host on The Today Show on May 24th.
  • When it comes to cereal, the audiences of all three broadcast morning shows index the highest among households that purchase sweet cereals. The Today Show indexes extremely high among households that purchase Kellogg’s Marshmallow Blasted Froot Loops, followed by General Mills Chex brands. GMA households are filling up on Kellogg’s Honey Smacks, and CBS This Morning viewers start their day with Post Cocoa Pebbles.
  • Households that are heavy coffee purchasers have a healthy index for Today (114) and Good Morning America (109), but slightly under index for CBS This Morning (98). Today viewers enjoy the show with a cup of Melitta or Green Mountain’s premium brews. GMA fans wake up with Community or Maxwell House coffee brands, and CBS This Morning households are buying Café Bustelo.
  • The auto ownership profiles based on brand vary for each network, but most brands that index high for all three broadcast morning shows are in the luxury category. SMART was an anomaly among all the luxury brands indexing high for CBS This Morning.

TRA data partners:

  • CPG data provided by dunnhumbyUSA
  • Political party data provided by Experian Marketing Services
  • Registration data provided by Experian Automotive

If you’d like to take a deeper dive into the types of audiences that are tuning in to broadcast or cable morning shows, contact us info@traglobal.com.

This blog post was originally published at the TiVo Research & Analytics blog.

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