CBS News leverages Norah O'Donnell's return to boost morning ratings

CBS News is reportedly leveraging the return of Norah O'Donnell to CBS Mornings to boost viewership. O'Donnell rejoined co-anchors Gayle King and Nate Burleson on September 8, marking her return to the program seven years after she previously left to host the CBS Evening News.

Insiders suggest that CBS News chief Bari Weiss is banking on a perceived rivalry between King and O'Donnell to drive ratings. The network aims to improve its standing against competitors NBC’s Today and ABC’s Good Morning America, with some sources claiming the pairing of the two co-anchors is a strategic attempt to revitalize the show.