In a recent edition of his newsletter Status, Oliver Darcy wrote about how the reduced ratings for “Good Morning America” are causing a lot of consternation for ABC executives. The show has lost to NBC’s “Today” for four consecutive weeks and three of the last four months. That’s a problem because networks’ morning shows are their biggest money makers.
I never watch “GMA,” “Today,” or “CBS This Morning.” I can’t even remember the last time I had the TV on that time of day. So, I’m not sure what’s dragged down “GMA,” but a clue may lie in one piece of Oliver’s story.
Morning television viewers place a premium on consistency and “GMA” offers anything but that. The three anchors — George Stephanopoulos, Robin Roberts, and Michael Strahan — are frequently apart, with each of their contracts guaranteeing them a healthy amount of time off (one industry observer estimated the time off for each anchor at about 100 days a year).
The show airs 260 times in a calendar year and its stars — who earn about $25 million each — aren’t on it a hundred days a year each? That’s crazy.
I know from my fifteen years of morning radio that listeners form a habit at that time of day. If they like the host(s), that station will be the first thing they put on when they get in their car (which is where most morning listening is done). But if they tune in and don’t hear their favorite voice(s), they might look elsewhere for entertainment and information.
That’s why my employers restricted how much vacation I could take — and when. In those days, while Arbitron surveyed the market all year long, the spring and summer quarters were the most important. Thus, it was written into my contract that I couldn’t take any time off in those seasons (with the exception of major holidays). I also wasn’t allowed to be away for more than a week at a time. The only time the rule was bent was when my ratings were very strong and management allowed me to take two consecutive weeks in the summer so Martha and I could go to Australia.
I didn’t mind the restrictions, because I knew that, like any successful radio host, my presence on the airwaves kept my loyal fan base happy. I also knew I made the show better than anyone else who filled in. But I wasn’t an insane workaholic like Jay Leno, who (during his “Tonight Show” run) tried to convince NBC to never take a night off.
Speaking of late night, it’s true that another ABC personality, Jimmy Kimmel (who makes about $15 million/year), takes summers off. But that daypart is different than mornings, since it’s not as habit-driven. Moreover, his fans can always catch up on anything they missed later online. No one’s time-shifting their viewing of “GMA” (hey, let’s see what the news was three days ago!).
The problem today is that usage of linear TV and radio are way down because of the torrent of other audio and visual sources the consumer can choose from. That has caused a severe drop in the amount of money those broadcast outlets can make. Yet they’re still paying their stars a fortune. The paradigm has begun to change, with those personalities being told at contract renewal time they would have to take a salary cut.
At “GMA,” I’d guess they’re going to have to reduce the days off allowance, as well.