NBC's TODAY Wins 5 Months Straight in Key Demo

NBC's TODAY scored big for the month of January notching its largest monthly win in the key demo since August 2012. TODAY has now won five straight months in the key demo, and six out of the last seven months. TODAY also posted its narrowest monthly total viewer margin with GMA since February 2014. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of January 25, TODAY topped GMA by 121k in A25-54 and by 151k in A18-49. TODAY has won every day of the 2016 calendar year in the key demo.

Season to date, TODAY has radically cut its total viewer gap with GMA by 52% (a whopping 308k) versus the same period last season. GMA is the only morning show down double digits, suffering a 17% loss in the key demo and a 10% loss in total viewers for the season. GMA is also down 14% in the key demo and 10% in total viewers versus the same week last year.

*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.