NBC's TODAY Continues to Shrink Total Viewer Gap with GMA

NBC News' TODAY was the number-one morning show in the key A25-54 demo again last week, while continuing to shrink the total viewer gap with ABC's "Good Morning America." TODAY has held the top spot in the key demo for ten consecutive months, winning 44 out of the last 45 weeks among the key A25-54 demo.

For the holiday week of July 4, TODAY topped GMA by 139,000 in A25-54 and by 127,000 in A18-49. Versus the same week last season, TODAY posted increases in total viewers (+3,000), A25-54 viewers (+37,000, or +2%) and A18-49 viewers (+79,000, or +7%), and narrowed the total viewer gap with GMA by 58% (-207,000 last week vs. -494,000 a year ago).

*Please note: As of 12/28/15, Nielsen national ratings are based on an expanded sample known as "NPX," which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample -- so year-to-year and other comparisons are versus pre-NPX data.

TODAY HIGHLIGHTS:

WEEK OF JULY 4

TODAY averaged 1.537 million A25-54 viewers, outperforming GMA by +139,000 (+10%) and CBS THIS MORNING by +593,000 (+63%)

TODAY has been #1 among A25-54 viewers for 28 consecutive weeks and 44 of the last 45 weeks
TODAY won all four rated mornings in A25-54, increasing its season-to-date total to 184 daily wins out of 199 rated broadcast days
TODAY delivered a 1.29 A25-54 rating, +0.11 points ahead of GMA and +0.50 points more than CBS
TODAY averaged 1.149 million A18-49 viewers, +127,000 (+12%) more than GMA and +483,000 (+73%) higher than CBS

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