NBC's TODAY is No. 1 Morning Show in Key Demo for 73 Straight Weeks

By: May. 23, 2017
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NBC News' TODAY was the number-one morning show topping ABC's "Good Morning America" across the board in total viewers and all demos last Monday. TODAY was also once again the top morning show in the key demo A25-54 for the week. TODAY has now won 73 straight weeks in the key demo (89 of the last 90 weeks), its best streak in more than four years. TODAY posted its narrowest total viewer margin with GMA in four months while GMA delivered its second lowest key demo delivery of all time.

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 43%, season to date versus last season. TODAY has also cut the total viewer gap with GMA by 19% season to date (-186,000 vs. -230,000 last season).

TODAY HIGHLIGHTS:

Net HH
Rtg		 HH
Shr		 P2+
Imps		 P18-49
Rtg		 P18-49
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 2.95 12 4,078 0.87 1,116 1.25 1,501
CBS THIS MORNING 2.56 10 3,511 0.54 694 0.80 964
GOOD MORNING AMERICA 3.05 12 4,187 0.72 926 1.07 1,291

TODAY finished #1 across-the-board on Monday in total viewers (+58,000), A25-54 viewers (+328,000), and A18-49 viewers (+252,000)

TODAY averaged 1.501 million A25-54 viewers, outperforming GMA by +210,000 (+16%) and CBS by +537,000 (+56%)

  • TODAY has ranked #1 among A25-54 viewers for 73 consecutive weeks (best streak in over four years) and 89 of the last 90 weeks
  • TODAY was the only morning show to add demo viewers week-to-week (up +4,000)
  • Versus prior week, TODAY improved its A25-54 advantages over both GMA (by 45%) and CBS (by 11%)
  • TODAY delivered a 1.25 A25-54 rating, +0.18 points ahead of GMA and +0.45 points more than CBS
  • GMA posted its 2nd lowest demo of all-time.

TODAY averaged 1.116 million A18-49 viewers, +190,000 (+21%) more than GMA and +422,000 (+61%) higher than CBS

  • Week-to-week, TODAY increased by +9,000 A18-49 viewers and improved its leads over both GMA (by 29%) and CBS (by 14%)
  • TODAY's 0.87 A18-49 rating led GMA by +0.15 points and CBS by +0.33 points

TODAY averaged 4.078 million total viewers, leading CBS THIS MORNING by +567,000 (+16%)

  • TODAY was just -109,000 viewers behind GMA, its closest margin in four months (week of 1/9/2017)

Season-to-date:

TODAY ranks #1 among A25-54 viewers and A18-49 viewers

  • TODAY's A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 43% vs. last season while its A18-49 lead over GMA has improved by 10%

TODAY's total viewer gap vs. GMA has been reduced by 19% (-186,000 vs. -230,000 last season)

TODAY DIGITAL HIGHLIGHTS: TODAY reached more consumers than GMA on Yahoo with over 33.2 million unique visitors turning to TODAY.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 40 consecutive months (49 out of the last 50), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com has gone from parity in mobile unique visitors in September 2013 to delivering more than 3x GMA on Yahoo's mobile visitor number in April 2017.



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