NBC's TODAY Wins 15 Weeks Straight in Key Demo

NBC's TODAY was once again the number-one morning show in the key demo A25-54 for the week of December 7. TODAY's win marks 15 straight weeks in first place beating GOOD MORNING AMERICA in the key demo for 22 weeks this year. TODAY is also the number-one morning show in both A25-54 and A18-49 for the 2015 season, a first since 2011.

For the week of December 7, TODAY topped GMA by 156k in A25-54. For the sixth week straight, TODAY won all five days in the key demo. Last week's win marks the first time TODAY has won 15 straight weeks in the key demo since 2012, bringing its 2015 total of daily demo wins to 128.

Season to date, TODAY has radically cut its total viewer gap with GMA by 55% (by a whopping 378k) versus the same period last year. TODAY has finished within 300k total viewers of GMA for five consecutive weeks. GMA is the only morning show down double digits, suffering a 19% loss in the key demo and an 11% loss in total viewers, season to date. GMA is also down 17% in the key demo and 10% in total viewers versus the same week last year.

TODAY remains the number-one show in A18-49 for the year.

TODAY HIGHLIGHTS:

TODAY averaged 1.858 million A25-54 viewers, +156,000 (+9%) more than GMA and +802,000 (+76%) ahead of CBS This Morning

TODAY posted its 15th consecutive weekly victory among A25-54 viewers
TODAY had its biggest demo margin over CBS in three weeks (since the week of 11/16/2015)
TODAY won all five mornings in A25-54, extending its current daily winning streak to 31 straight rated broadcasts (dating back to 10/28/2015)
In calendar year 2015, TODAY has now won 128 individual days and 22 weeks among A25-54 viewers
TODAY delivered a 1.56 A25-54 rating, +0.13 points higher than GMA and +0.67 points more than CBS
TODAY averaged 1.377 million A18-49 viewers, outperforming GMA by +222,000 (+19%) and CBS by +639,000 (+86%)

TODAY had its best A18-49 advantages over both GMA and CBS since the week of 11/16/2015
TODAY's 1.09 A18-49 rating topped GMA by +0.18 points and CBS by +0.51 points
TODAY averaged 4.698 million total viewers, leading CBS by +1.124 million (+32%)

TODAY led CBS by at least one million total viewers for the 9th straight week
TODAY has finished within 300,000 total viewers of GMA for 6 consecutive weeks
GMA is the only morning show down double digits in both the key demo and total viewers for the season and versus the same week last year.

GMA is down -11% in total viewers, -19% in A25-54 for the season
GMA is down -10% in total viewers, -17% in A25-54 versus the same week last year
Compared to the same week last season:

The total viewer margin between TODAY and GMA was 40% lower (-270,000 last week vs. -453,000 a year ago)
TODAY posted a 245,000 viewer turnaround in the A25-54 gap (+156,000 win for TODAY last week vs. a -89,000 loss last year)
TODAY more than doubled its A18-49 viewer advantage over GMA (+221,000 last week vs. +106,000 a year ago)
TODAY posted gains in total viewers (+2%, or +78,000), A25-54 viewers (+4%, or +76,000), and A18-49 viewers (+2%, or +23,000) over its 4Q'15 average

Versus GMA, TODAY's total viewer gap was 15% closer (-270,000 vs. -318,000 QTD) while its A25-54 advantage over GMA was 29% higher (+156,000 vs. +121,000 QTD)
Season-to-date, TODAY is the #1 morning news show among A25-54 and A18-49 viewers

In A25-54, TODAY leads GMA by +7% (+125,000) and CBS by +79% (+787,000). TODAY's A25-54 advantage over GMA represents a 305,000 viewer turnaround from a -180,000 deficit at this point last season.
In A18-49, TODAY tops GMA by +19% (+217,000) and CBS by +93% (+655,000). TODAY's A18-49 lead versus GMA is a 223,000 viewer turnaround from a -6,000 deficit as the same point last season.
Among total viewers, the gap between TODAY and GMA is 55% lower vs. last season (-313,000 season-to-date versus a -691,000 deficit at this time last season).

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