NBC's TODAY Scores 8th Win in Key Demo Over GMA

NBC's TODAY was once again the number-one morning show last week in the key demo A25-54, beating GOOD MORNING AMERICA for eighth week this year. TODAY posted its biggest A25-54 audience since the week of 6/15/2015 and its largest total viewer delivery since the week of 6/22/2015.

TODAY is now significantly narrowing the year over year gaps with GMA. Season to date, TODAY has cut the key demo gap by 18% and the total viewer gap by 10% versus the same period last season. For the quarter, TODAY has cut the key demo gap with GMA by a giant 87% vs. the same period last year.

This year, TODAY has posted multiple wins including the July sweep key demo win, eight weekly key demo wins and three daily total viewer wins. TODAY remains the number-one morning news program in A18-49 for the season and year.

TODAY HIGHLIGHTS:

WEEK OF August 31

TODAY finished #1 in the key demo with 1.650 million A25-54 viewers, +22,000 (+1%) higher than GMA and +756,000 (+85%) better than CBS This Morning

· This was TODAY's 8th weekly demo win of the calendar year

· TODAY posted its biggest A25-54 audience since the week of 6/15/2015 and its widest demo gap over CBS since the week of 6/1/2015

· TODAY's 1.39 A25-54 rating led GMA by +0.02 points and CBS by +0.64 points

TODAY was #1 with 1.266 million A18-49 viewers, leading GMA by +167,000 (+15%) and CBS by +608,000 (+92%)

· TODAY saw its biggest A18-49 audience since the week of 6/1/2015

· TODAY widened its A18-49 lead over ABC for the 3rd straight week, posting its biggest gap over the ABC program since the week of 5/18/2015. Versus CBS, it was TODAY largest A18-49 lead since the week of 6/22/2015

· TODAY delivered a 1.00 A18-49 rating, topping GMA by +0.13 points and CBS by +0.48 points

TODAY averaged 4.323 million total viewers, outperforming CBS by +1.029 million (+31%)

· This was TODAY's biggest total viewer delivery since the week of 6/22/2015

· TODAY has led CBS by over one million viewers in 3 of the last 4 weeks

TODAY was the only broadcast to show growth in A25-54 and A18-49 week-to-week

· TODAY increased in A25-54 (+3%, or +43,000) and A18-49 (+3%, or +36,000) versus the prior week while adding +42,000 total viewers overall

Compared to 3Q-to-date levels, TODAY improved in total viewers (+4%, or +184,000), A25-54 viewers (+7%, or +104,000), and A18-49 viewers (+11%, or +122,000)

· TODAY posted the largest gains among A25-54 and A18-49 viewers versus the quarter average

For the week, TODAY saw improvements in its margins vs. GMA

· Week-to-week: widened its A18-49 lead by +40%

· Versus the same week last season: GMA's total viewer lead was 15% lower than a year ago; TODAY's A25-54 win was also a 127% turnaround from last year's -82,000 loss to GMA

· Versus 3Q'15-to-date: narrowed the total viewer gap by 10%, while TODAY's A18-49 margin was 149% higher than the quarter average (167k vs. 67k in 3QTD)

TODAY's year-over-year margins with GMA are also narrower:

· In 3Q'15 by 27% in total viewers and 87% in A25-54 versus the same period in 3Q'14

· Season-to-date in both total viewers (by 10%) and A25-54 viewers (by 18%) versus the same period last season

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