NBC's TODAY Posts Largest Key Demo Win Over GMA Since London Olympics

TODAY scored big in the ratings last week with back-to-back broadcasts in Los Angeles for the Golden Globes, and in Washington, DC from inside the White House. TODAY posted its largest key demo win since the London Olympics in 2012 marking its 19th weekly victory in 20 weeks. TODAY also posted its narrowest total viewer margin with GMA since its Sochi Olympics wins in 2014. TODAY continues the number-one morning show in both A25-54 and A18-49 for the season.

For the week of January 11, TODAY topped GMA by a giant 257k in A25-54 and by 268k in A18-49. TODAY has won every day of the 2016 calendar year in the demo. TODAY's total viewer gap with GMA was just 129k, and has been within 300k for 9 of the last 11 weeks.

Season to date, TODAY has radically cut its total viewer gap with GMA by 51% (a whopping 317k) versus the same period last season. GMA is the only morning show down double digits, suffering an 18% loss in the key demo and a 10% loss in total viewers, season to date.

*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 January 11

TODAY averaged 1.969 million A25-54 viewers, leading GMA by +257,000 (+15%) and CBS THIS MORNING by +816,000 (+71%)

This was TODAY's third straight #1 finish among A25-54 viewers and its 19th victory in the last 20 weeks
TODAY posted its largest A25-54 audience in eight weeks (since the week of 11/16/2015) and its biggest demo margin over GMA since the London Olympics (week of 8/6/2012)
TODAY delivered a 1.66 A25-54 rating, +0.22 points more than GMA and +0.69 points ahead of CBS
TODAY averaged 1.526 million A18-49 viewers, +268,000 (+21%) over GMA and +693,000 (+83%) more than CBS

TODAY had its best A18-49 delivery and advantages over both ABC and CBS since the week of 11/16/2015
TODAY's 1.20 A18-49 rating led GMA by +0.21 points and CBS by +0.54 points
TODAY averaged 4.950 million total viewers, outperforming CBS by +1.123 million (+29%)

TODAY trailed GMA by just -129,000 viewers, its closest margin since Christmas Week in 2014 (12/22/2014). Excluding that holiday week, it was the closest gap since TODAY's wins during the Sochi Olympics (week of 2/17/2014)
TODAY has finished within 300,000 total viewers of GMA in 9 of the last 11 weeks
TODAY held its widest total viewer margin over CBS in four weeks
TODAY was the only morning news program to increase in total viewers week-to-week

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