NBC's TODAY Wins 2 Straight Weeks in Key Demo for 3rd Time

NBC's TODAY was once again the number-one morning show last week in the key demo A25-54, marking two straight weeks in first place and beating GOOD MORNING AMERICA for nine weeks this year. This is the third time in four months that TODAY has won two straight weeks in the key demo.

TODAY is now significantly narrowing the year-over-year gaps with GMA. Season to date, TODAY has cut the key demo gap by 20% and the total viewer gap by 11% versus the same period last season. For the quarter, TODAY has cut the key demo gap with GMA by a giant 89% and the total viewer gap by 27% versus the same period last year.

TODAY closed the total viewer gap with GMA by 23% versus the same week last year. In the key demo, TODAY scored a 102% turnaround from last year's -219k demo gap to a +5k viewer victory last week.

This year, TODAY has posted multiple wins including the July sweep key demo win, nine 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 September 7

TODAY posted its 9th weekly A25-54 victory of 2015, and its 3rd set of back-to-back demo wins this year

TODAY was #1 with 1.732 million A25-54 viewers, leading GMA by +5,000 and CBS THIS MORNING by +771,000 (+80%)

TODAY delivered both its biggest A25-54 audience and margin over CBS in three months (since the week of 6/1/2015)
This was TODAY's 9thweekly A25-54 win of calendar 2015 as well as its 3rdset of back-to-back wins this year
TODAY's 1.46 A25-54 rating was +0.01 points higher than GMA and +0.65 points more than CBS
TODAY averaged 1.329 million A18-49 viewers, topping GMA by +158,000 (+14%) and CBS by +628,000 (+90%)

TODAY posted its biggest A18-49 audience since the week of 5/18/2015 and its widest lead over CBS since the week of 6/22/2105
TODAY delivered a 1.05 A18-49 rating, leading GMA by +0.13 point and CBS by +0.50 points
TODAY averaged 4.544 million total viewers, +1.198 million (+36%) better than CBS

This was TODAY's largest total viewer delivery since the week of 6/1/2015 and widest margin over CBS since the week of 6/22/2015
Week-to-week, TODAY posted across-the-board gains in total viewers (+5%, or +221,000), A25-54 viewers (+5%, or +82,000), and A18-49 viewers (+5%, or +63,000)

TODAY posted the biggest demo growth versus 3Q'15 levels, rising by double-digits among both A25-54 viewers (+11%, or +175,000) and A18-49 viewers (+15%, or +172,000)

As result, TODAY also improved by +9% (+386,000) in total viewers versus the quarter average
For the week, TODAY saw closer margins with GMA:

Versus the same week last season in total viewers (by 23%) while also scoring a 102% turnaround in A25-54 -- from last year's -219,000 loss to a +5,000 viewer victory last week
TODAY's year-over-year margins with GMA are also narrower:

In 3Q'15 by 27% in total viewers and 89% in A25-54 versus the same period in 3Q'14
Season-to-date in both total viewers (by 11%) and A25-54 viewers (by 20%) versus the same period last season

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