CBS News is turning to a familiar face as Norah O’Donnell returns to CBS Mornings. The move comes as the show works to reverse significant audience declines.
What We Know: O’Donnell will join current co-host Gayle King on CBS Mornings, marking her return to the program. She previously anchored the morning show alongside King and Charlie Rose in 2012. She helmed that role until departing in 2019. The appointment comes as CBS Mornings has struggled to maintain its audience this season. Total viewership has declined 9% compared with the same period last year. Meanwhile, the show has suffered an even sharper 20% drop among adults ages 25-54.
What They Said: “We believe there is a lot of life left in morning television, and therefore we are putting our best people on the field. People have very serious issues to deal with every day in their lives. Between Norah, Gayle and Nate, the three of them bring relatability, credibility, experience and knowledge, and they are incredibly familiar to CBS viewers, which is important.” -CBS News President Tom Cibrowski to Variety
What Remains Unclear: CBS News hasn’t detailed how O’Donnell’s responsibilities will be divided among the show’s anchors. It also is unclear if the lineup will undergo additional changes. The network also hasn’t indicated how frequently O’Donnell will appear on 60 Minutes or other programs now that she’s added duties with the morning show.
What It Means: O’Donnell’s return gives CBS a recognizable news personality with extensive experience across broadcast and political coverage. More importantly, the move arrives as morning television remains fiercely competitive. CBS will hope her familiarity with King and the audience can help stabilize CBS Mornings. However, reversing a 20% decline among younger viewers could require more than a familiar face.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Since the settlement of the Kamala interview lawsuit, Skydance acquisition, the appointment of Bari Weiss, and the subsequent changes, CBS News has developed a perception that they are state media, alternating between friendly and afraid of the White House. Bringing O’Donnell back is rearranging deck chairs on the Titanic, the issue is they shredded their own credibility.