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Incoming NBC News boss Deborah Turness better be a quick learner — her to-do list is already overflowing.
While dealing with a recently cooled MSNBC and a faltering “Meet the Press” is enough to keep the first woman to head the Peacock network’s news division busy, the hugely underperforming “Today” show is certainly at the top of the list.
Ad sales at the division are trending $100 million below budget, according to a well-placed source. Insiders deny such a trend, however.
Still, viewership has dropped 23 percent over the past two years in the key 25- to- 54- year-old demographic, according to Nielsen.
ABC’s “Good Morning America” regularly beats “Today” and may steal some ad dollars when upfront negotiations get started. Ad revenue for “Today” is down at least $50 million since 2011.
“It’s an unprecedented disaster,” said one source familiar with “Today,” and its well-documented stumbles.
Viewership of the morning show’s first two hours has slipped from 5.5 million viewers through April 2011, when Meredith Vieira was a co-host, to 4.7 million during the same period this year, with co-host Savannah Guthrie.
What’s more, MSNBC, a ratings success story in the recent past, is now ranked fourth behind Fox News, CNN and HLN. The news division also lost a fall prime-time slot with the cancellation of “Rock Center with Brian Williams.”
“I think [Turness’ appointment] is a bold, as in courageous, move on [the network’s] part,” said one supporter. Turness, who in 2004 became the first female editor of a UK news division when she assumed the top position at ITV News, is expected to be introduced to staff as soon as today.
“She’s super-smart. I have no doubt she’ll have a very big impact. This is designed to send a signal about change,” the supporter said.