Late-Night Repeats of ‘Today’s Fourth Hour Have Healthy Following

by | November 28, 2011 at 10:51 AM | The Today Show

Hoda Kotb and Kathie Lee Gifford (NBC)

Hoda Kotb and Kathie Lee Gifford (NBC)

At least their alcohol consumption seems appropriate in the wee hours.

The New York Times has observed a quiet move on NBC’s late night schedule. The network has been re-airing repeats of “Today’s” Fourth Hour, hosted by wine enthusiasts Kathie Lee Gifford and Hoda Kotb, at 2 a.m.

The early morning airings of the usual 10 a.m. show began earlier this fall as a replacement for “Poker After Dark.” “Poker” was removed at the end of September due to accusations by federal prosecutors that the show’s sponsor, Full Tilt Poker, was defrauding customers.

Of course, the repeats offer an interesting opportunity for the zany morning show – which draws an average audience of 2.3 million at 10 a.m. – to attract an entirely different set of  viewers. It’s a group who Fourth Hour senior producer Tammy Filler says is primarily comprised of,  “late shift workers, insomniacs and parents up late with their babies.”

“You need a lot of laughter if you are watching TV at that hour, and that is something Kathie Lee and Hoda can deliver,” Filler says.

And deliver they have. As the Times notes, during the week of Nov. 7, the 2 a.m. repeats averaged a healthy 683,000 viewers. That’s a number NBC can tip their glasses to.

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