Why Hoda Kotb's exit from the “Today” show is the real beginning of TV host “Bloodbath.”

A brutal truth disappeared in the river of tears on Thursday Today show after Hoda Kotb announced her departure after co-hosting the main 7-9 a.m. show for six years. Her departure is a clear symbol that the era of the all-powerful morning host is coming to an end.

“There will be a bloodbath next year,” a 30 Rock news executive told the Daily Beast, citing the top salaries that news anchors have commanded for years. “All these big money makers are all gone.”

Kotb signed a $7 million-a-year contract in 2018 when she took over the company Today Gig, loud Page six (She also presents the fourth hour of Todayfirst alongside Kathie Lee Gifford and now Jenna Bush Hager). According to a 2020 study, her main show's co-host, Savannah Guthrie, earns “well over” $8 million per year Page six Report describing their contract negotiations at the time.

Kotb's departure — and the fact that NBC allowed it to happen in the first place — is the latest and arguably most high-profile example of the men in suits prioritizing balance sheets over talent. That's a significant shift from just three years ago, when NBC boss Cesar Conde was willing to spend $30 million to let Rachel Maddow work one night a week.

The current era of austerity means such high salaries are a thing of the past – and could impact ABC in the future Good morning Americawhose hosts George Stephanopoulos, Robin Roberts and Michael Strahan all have multimillion-dollar paychecks.

According to CNN, Stephanopoulos signed a $15 million contract in 2019 and received a “significant raise” in 2021 after threatening to leave ABC following a dispute with David Muir. According to reports, Robin Roberts' salary was $18 million in 2016 Forbes. Michael Strahan reportedly signed a contract in 2016 following his departure Live!Accordingly, his salary would be around $20 million People.

However, ABC owner Disney is also facing its own financial crisis. Accordingly, the company has just laid off 300 employees as part of a “cost-saving initiative”. deadlineand the New York Post reports that the company has ordered Good morning America to reduce its bottom line by $19 million.

Alliance for Women in Media Foundation/Getty Images for Alliance for Women in Media Foundation

Kotb said Thursday her decision was largely influenced by her desire to spend more time with her family, which includes two young children. (Kotb has two daughters, ages 7 and 4, and was off the air for two weeks last year when one of her children had an undisclosed health emergency.) In recent weeks, Kotb has spoken glowingly about her recent move to television spoken suburbs and the new life they and their children are building there.

“I feel like we only have a limited amount of time,” Kotb said Thursday. “And despite all that, this is the hardest thing in the world.”

Sources have pointed out that her reasons for leaving, as stated on-screen, are absolutely true and genuine, and — as Kotb and her co-hosts have eagerly pointed out — she plans to stay with the network and contribute to certain projects. But she's unlikely to earn the salary that comes with hosting three hours of NBC's top brand. As she reflected on her new life and her plans for the future and that of her family, she perhaps also realized that her paycheck would not go beyond current limits, which also gave practical impetus to her personal decision.

Michael Tran/FilmMagic

The morning television business is characterized by turbulence. In 2016 Today generated more than $500 million in revenue for the Peacock network. A 2021 report (by then-NBC reporter Dylan Byers) noted that the morning show grossed $408 million in 2019. In 2021, the first two hours of Today generated nearly $300 million in advertising – and the media industry has only grown weaker since then.

Today also came second behind ABC Good morning America in total viewers for the 2023-2024 season (2.73 million versus ABC's 2.81 million), although it edged out a lead in the advertising-focused 25-54 demographic. While these ratings have remained relatively stable over the past two years, they are far from the networks' pre-2020 averages, according to a Pew analysis of 2023 Comscore data.

In this worsening economic climate, networks have already taken action. CBS was effectively downgraded CBS Evening News Presenter Norah O'Donnell from her 6.30pm slot and plans to convert the 30-minute post-election third place show into a show run by three men. A discount may also have been given when re-signing CBS Morning presenter Gayle King – just a week before it was axed CBS Saturday Mornings Co-host Jeff Glor as part of Paramount's latest round of layoffs. For a company about to be handed over to a billionaire, that's a sign that it can't lose money forever.

While NBC figures out what the next iteration will be Today It looks like the race for Guthrie's co-host position is wide open as no confirmed name has been announced yet. Crucially, the search period gives NBC (and other networks facing moments of change) the opportunity to replace their older brand faces – including Stephanopoulos (63), Roberts (63), Kotb and even Lester Holt (65) from NBC. – with younger, cheaper talent. After all, someone needs to be able to help sell their money-grabbing “steals and deals” segments.