Wake-up call to a.m. news: moms tuning out

But several years ago, the 34-year-old mother of three stopped watching the morning shows. After getting TiVo, she had no patience to sit through multiple commercial breaks during a live newscast. On top of that, the segments began to seem more and more frivolous.

"Watching morning television for me is the equivalent of reading People magazine in the dentist's office," said Lauck, who writes for websites from her home in Santa Rosa, Calif. "They don't have anything new or particularly relevant to my life. It seems like a lot of fluff. I feel like I can get information faster and cleaner on the Internet."

Lauck's not alone in souring on network news programs. In particular, this season has seen a significant erosion of the morning shows' demographic sweet spot: 25- to 54-year-old women.

Almost 450,000 of these women -- coveted by advertisers because of their household purchasing power -- turned off the three broadcast morning programs so far this season, a decline of 10% compared to the same point last year, according to a Times analysis of Nielsen Media Research data. (Male viewers the same age also fell by 9%, but they make up a much smaller portion of the audience.)

It's difficult to trace the exact cause of the drop. It comes after two popular morning hosts, Katie Couric and Charles Gibson, left their shows to be evening news anchors. At the same time, the advent of "mommy blogs," the growing popularity of online news sites and the ever-more-frantic press of daily life appear to have led many women to forgo the morning ritual of watching TV.

News executives are sanguine about the ratings dip, calling it a short-term fluctuation. They attribute it in large part to the unseasonably mild winter in much of the country until recently, noting that temperate weather draws people outside, and away from their television sets.

"We are certainly aware of it, but not making a lot if it just yet," said Jim Bell, executive producer of NBC's "Today." "I maintain the foundation of the morning is perfectly stable and fine. I suspect that when there are big, breaking news stories or significant weather events, we will grow, as we've always grown."