After seeing Imus beat American Morning two days in a row (and come within 4,000 of beating it last Thursday), I decided to look at the numbers for the two programs for this month to see if there are any trends visible. The results are inconclusive. Imus has beaten American Morning three times this month but Imus’ ratings have swung violently up and down as have American Morning’s to a lesser extent. I specifically looked to see if American Morning’s ratings had changed because it went from four hours to three starting last week and whether that lost fourth hour was responsible for any decline. Again, the results are inconclusive. American Morning posted ratings in the same neighborhood as the last few days before the switch. It also posted ratings 100,000 viewers higher.
The only takeaway I got from looking at the data is Imus only beats American Morning when Imus posts strong numbers and AM posts sub 500,000 numbers. More data is required before any real conclusions can be made about any possible trends between the two shows.