LOS ANGELES (AP) — Matt Lauer is sticking
with NBC’s “Today,” ending speculation that the top-rated show might have to face ABC’s rising “Good Morning America”
without him.
Lauer has signed a long-term contract to remain as co-host of the No. 1
morning show, a long-anticipated deal that NBC announced Thursday night but Lauer made public on “Today” Friday
morning.
“This is my family,” he said on the air as the “Today” crew and co-anchors burst into applause.
“Truth
be told,” he joked, “I was developing an idea for a new show, where viewers could tune in every morning and see someone they
know lose a little more of his hair every single day right in front of their eyes. But then I thought, I could just stay here
and do that.”
Although “Today” is on a historic winning streak in the ratings, “Good Morning America” has been gaining
ground.
Lauer’s decision provides important stability for “Today” and puts to rest suggestions that he might reunite
with his former co-host Katie Couric on the syndicated show she’s launching this fall.
Lauer said last May that he
had discussed joining with Couric on a new venture. But he predicted then that he would be staying at “Today” for “a long
time.”
“Given how strong the ‘Today’ show has been, I don’t think the outcome was ever in doubt,” said industry
analyst Larry Gerbrandt of Los Angeles-based Media Valuation Partners.
Lauer has been a fixture with the show since
1994 and began his run as co-anchor in January 1997. He has created a popular “Today” catchphrase with his globe-hopping
“Where in the world is Matt Lauer?” segments.
“Today” has remained No. 1 in the weekly ratings since 1995.
For
broadcast networks, morning represents one of the most important parts of the day. The shows are hugely profitable at a time
of declining TV viewership, and none has been more of a cash cow than “Today.”
A recent report said Lauer could end up
with a $25 million deal, but NBC President Steve Capus dismissed the speculation as “complete silliness,” The New York Times
said. NBC declined to provide further details Thursday on the contract.
The morning scene drew increased attention
this week as the NBC and ABC programs featured dueling celebrity co-hosts: “Today” had Sarah Palin for a day, while Couric
spent the week as substitute anchor at “GMA.”
Flagged in advance, Lauer’s announcement Friday was likely to also
serve as a ratings stunt against his one-time colleague.
Palin, the former Alaska governor, helped “Today” maintain
its winning streak against “GMA” on Tuesday, but Wednesday proved a cautionary tale for NBC. With Couric on board, “Good
Morning America” was able to claim a one-day victory in viewership over “Today.”
About 5.24 million viewers watched
“GMA,” while 5.15 million viewers tuned into “Today,” according to the Nielsen Co.
ABC’s advantage was the latest
twist in a morning-show battle that has seen “GMA” chipping away at the ratings lead that “Today” has maintained every week
for 16 years.
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Overall last week, “GMA” shrank its gap behind “Today” to
119,000 viewers from 137,000 the previous week.
There had been some reports that “American Idol” host Ryan Seacrest
could replace Lauer, and the two bantered about it Wednesday when Seacrest visited “Today” to announce he would take part in
NBC’s coverage of the Summer Olympics.
“What kind of conversations have you had with NBC officials about joining the
‘Today’ show?” Lauer asked Seacrest during a lighthearted exchange.
“Oh,” said Seacrest, grinning, as off-camera
laughter was heard from the crew. “They didn’t tell you?”