NBC's TODAY Tops GMA for 3 Straight Days

By: Apr. 23, 2015
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NBC's TODAY continues to gain momentum, tightening the ratings race and posting daily wins. For the week of April 13, TODAY was the number-one morning show Monday, Tuesday and Wednesday, marking its first consecutive three-day win in the key demo since the Sochi Olympics. TODAY also won three out of four days in the key demo the week of January 19. TODAY has posted 17 daily key demo wins and a total viewer win since the start of the year.

TODAY narrowed the key demo gap with GMA by 73% versus the same week last year and by 74% versus last week. TODAY also cut the total viewer gap with GMA by 24% versus the same week last year. Week to week, TODAY posted growth across all demos 25-54 and 18-49. TODAY remains in first place in A18-49 for the season.

TODAY HIGHLIGHTS:

Week of April 13

TODAY finished #1 among A25-54 viewers on Monday, Tuesday, and Wednesday, its first consecutive three-day win since the Sochi Olympics in February 2014.
TODAY averaged 4.740 million total viewers, leading CBS THIS MORNING by +34% (1.210 million)
TODAY averaged 1.859 million A25-54 viewers, +81% (+834,000) higher than CBS
TODAY posted its closest A25-54 gap vs. GMA (-34k) in almost three months (since the week of 1/19/2015) and had its largest demo lead over CBS in four weeks
TODAY's 1.56 A25-54 rating finished +0.70 ahead of CBS
TODAY averaged 1.440 million A18-49 viewers, +3% (+39,000) higher than GMA and +90% (+682,000) more than CBS
TODAY delivered a 1.13 A18-49 rating, +0.03 better than GMA and +0.53 more than CBS
Last week, TODAY posted a narrower gap vs. GMA:
Compared to the same week last season by 23% in total viewers and 73% among A25-54 viewers
Week-to-week by 74% among A25-54 viewers
Compared to current STD levels by 77% among A25-54 viewers
Week-to-week, TODAY posted growth across W/M/A18-49 and W/M/A25-54 viewers
Increased +8% among A18-49 viewers and A25-54 viewers versus the prior week
Compared to its 2Q-to-date average, TODAY was up +1% in total viewers, +7% among A18-49 viewers, and +6% among A25-54 viewers
TODAY is the #1 morning news program among A18-49 viewers season-to-date

RATINGS DATA:

Week of April 13

Program HH
Rtg		 HH
Shr		 P2+
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 3.46 13 4,740 1.56 1,859
CBS THIS MORNNG 2.55 10 3,530 0.86 1,025
GOOD MORNING AMERICA 3.86 15 5,297 1.58 1,893

TODAY.COM HIGHLIGHTS:

For the 10th straight month, Today.com reached more consumers than Goodmorningamerica.com on Yahoo. Almost 30 million unique visitors turned to Today.com in March for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 18 consecutive months (25 out of the last 26),Today.com has reached more mobile consumers than Goodmorningamerica.com on Yahoo.

Additionally, Today.com's mobile unique visitors have grown +78% over the last 12 months while Goodmorningamerica.com on Yahoo has declined -28% for the same period. As such,Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 3.5x Goodmorningamerica.com on Yahoo's mobile visitor number in March 2015.

NBC's TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, Noah Oppenheim is the SVP and Executive in Charge, and Don Nash is the executive producer.



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