“What I really want to do is continue down the path of identifying this show as a unique broadcast that is unlike anything else at CBS News,’ says Applegate, in a recent interview. After years of being promoted lockstep on social media with the weekday program, he says, CBS News is set to launch a distinct social campaign for its Saturday effort.
The Saturday show is not at those levels — it lags its rivals — but it has made progress. In recent weeks, it has come within less than 300,000 viewers of NBC’s Saturday “Today,” according to Nielsen. And it has notched audience gains during a tough year, even as Miller grappled with coronavirus and Glor held forth from a studio in Manhattan’s Ed Sullivan Theater, the home of “The Late Show With Stephen Colbert.” Overall viewership increased 3.6% in 2020 to 2.02 million viewers, according to Nielsen. The audience for Saturday “Today” fell 8% in the same time period, to 2.47 million, while the crowd for ABC’s “Good Morning America” on Saturday fell less than 1%, to 3.17 million.
On one recent broadcast, Miller visited with a young entrepreneur who left the life of a fine-dining chef to open his own restaurant in Harlem, and the show took viewers deep under the ocean near Japan and to the streets of New Orleans. The three co-anchors put as much emphasis on delivering features as they do on hosting, says Miller. “The three of us are out there hustling,” she says — a core element that lends the show energy.
Weekend mornings have in recent months become a time of growing competition among TV networks. ABC News in 2019
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