Bluefield Daily Telegraph, Bluefield, WV

Entertainment

October 12, 2012

Where have 'Today' show viewers gone?

(Continued)

Some awkward public moments haven't helped. When Curry reappeared on "Today" during the London Olympics to introduce a story she had done, Lauer twice remarked that it was good to see her again. Curry didn't return the sentiment to the man she worked with for 15 years.

Two years ago, Lauer's positive "Q'' score was 23 — meaning 23 percent of people who knew him considered Lauer one of their favorite broadcasters, according to Marketing Evaluations Inc., a company that measures public sentiment toward well-known personalities. Now his positive score is 14. At the same time, "Good Morning America" co-host Robin Roberts' positive "Q'' score jumped from 20 to 27.

Langelier felt there was a perception that Lauer was "king" and others on the show aren't equal to him. Lyle Nelson, 40, a salesman from Avondale, Ariz., said Lauer was "not someone I'd like to have a beer with."

"There is something about Matt Lauer, whether or not he was the reason for Curry's firing, that has changed and I do not like watching the show anymore," said John Friia, a 20-year-old aspiring journalist from Malverne, N.Y.

Fortunately for NBC, viewers don't seem to be taking out their unhappiness on Guthrie.

Producers often say that viewing decisions for morning television can be intensely personal, since people are essentially inviting these personalities into their homes at an intimate time of day when they were getting ready for work. Feeling a part of the TV "family" they see on air is part of it, and sometimes the reasoning seems strange. Nelson said, for example, that he didn't like the couch on "Today" because it looked uncomfortable.

"In today's doom and gloom news programs, the 'Today' show gave me a lift to get my day started," said Taren Robin, 48, from Paris, Ky. "I don't get that lift anymore, and I am in mourning over the fact. I haven't found anything I like better to take its place."

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