NBC's TODAY is No 1 Morning Show; Topping GMA Again in Key Demo

By: Apr. 25, 2017
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NBC News' TODAY was the number-one morning show last week topping ABC's "Good Morning America" once again in the key demo A25-54. TODAY has now won 69 straight weeks in the key demo (85 of 86 weeks), its best streak in more than four years. TODAY posted its largest key demo delivery in four weeks, and its biggest total viewer delivery since March 6. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has grown its A25-54 advantage over GMA by 53%, season to date versus last season. TODAY has also cut the total viewer gap with GMA by 23% season to date (-181,000 vs. -236,000 last season). GMA posted its lowest key demo delivery since at least 1998.

Additionally, TODAY was the number-one morning show for the month of March, the February sweep and for the first quarter of 2017 in the key demo.

TODAY HIGHLIGHTS:

Week of April 17

Net HH
Rtg		 HH
Shr		 P2+
Imps		 P18-49
Rtg		 P18-49
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 3.02 12 4168 0.93 1198 1.30 1564
CBS THIS MORNING 2.72 11 3705 0.57 733 0.85 1015
GOOD MORNING AMERICA 3.24 13 4450 0.77 986 1.16 1398

For the week, TODAY averaged 1.564 million A25-54 viewers, outperforming GMA by +166,000 (+12%) and CBS by +549,000 (+54%)

  • TODAY has ranked #1 among A25-54 viewers for 69 consecutive weeks (best streak in over four years) and 85 of the last 86 weeks
  • TODAY increased by +49,000 A25-54 versus the prior week, reaching its biggest A25-54 audience in four weeks
  • TODAY widened its A25-54 lead over CBS for the second straight week, hitting its best level since the week of 3/20/2017
  • Compared to the same week last season, TODAY improved its demo lead over GMA by 35%
  • TODAY delivered a 1.30 A25-54 rating, +0.14 points ahead of GMA and +0.45 points more than CBS

TODAY averaged 1.198 million A18-49 viewers, +212,000 (+21%) more than GMA and +465,000 (+63%) higher than CBS

  • This was TODAY's best A18-49 delivery in four weeks and its biggest advantage over CBS since the week of 3/13/2017
  • TODAY improved its A18-49 advantage over GMA by 41% versus the same week last season
  • TODAY's 0.93 A18-49 rating led GMA by +0.16 points and CBS by +0.36 points

TODAY averaged 4.168 million total viewers, leading CBS THIS MORNING by +463,000 (+12%)

  • Week-to-week, TODAY added +101,000 viewers and posted its biggest audience since the week of 3/6/2017

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