NBC's TODAY Wins February 2016 Sweep in Key Demo

TODAY was the number-one morning show for the February 2016 sweep, marking its third straight sweep victory in the key demo A25-54. TODAY posted its biggest key demo sweep advantage over GMA in nearly four years (since May 2012). TODAY also posted its narrowest sweep margin with GMA in total viewers since February 2014 (Sochi Olympics). TODAY has now won 26 out of the last 27 weeks in the key demo. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of February 29, TODAY won Super Tuesday outright in total viewers, A25-54 and A18-49, proving once again, more viewers turn to TODAY when news breaks. TODAY narrowed the total viewer margin with GMA by a giant 57% versus the same week last year.

GMA is the only morning show down double digits suffering a 16% loss in the key demo and a 12% loss in total viewers versus the same week last year. GMA is down 17% in the demo and 10% in total viewers this season, year over year. GMA is also down 16% in the demo and 11% in total viewers February 2016 versus February 2015.

*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.

TODAY HIGHLIGHTS:

FEBRUARY 2016 SWEEP

TODAY won its 3rd consecutive sweep period overall among A25-54 viewers

TODAY averaged 1.937 million, +167,000 (+9%) more than GMA and +763,000 (+65%) higher than CBS This Morning

This represents TODAY's biggest A25-54 advantage over GMA in any sweep since May 2012
Compared to February 2015, TODAY posted a 280,000 turnaround in its A25-54 margin versus GMA (+167,000 win during Feb'16 vs. a -113,000 loss in Feb'15)
GMA delivered its lowest February demo ever
TODAY won its 5th consecutive sweep among A18-49 viewers and its 84th of the last 87 sweeps (dating back to July 1994)

TODAY averaged 1.480 million A18-49 viewers, leading GMA by +188,000 (+15%) and CBS by +631,000 (+74%)

Versus the February 2015 sweep, TODAY more than tripled its A18-49 advantage over GMA by 230% (+188,000 during Feb'16 vs. +57,000 in Feb'15)
In total viewers, TODAY had its narrowest sweep margin vs. GMA since Feb'14 (Sochi Olympics); excluding Olympics, it was the closest P2+ gap since May 2012 (TODAY's last sweep victory)

TODAY averaged 4.900 million total viewers, leading CBS by +977,000 (+25%) [and trailing GMA by just -172,000 (-3%)]

Versus GMA, TODAY posted a 71% reduction in the February sweep total viewer gap (-172,000 during Feb'16 vs. -586,000 in Feb'15)
This is the 6th consecutive sweep period in which TODAY narrowed the total viewer gap vs. GMA (starting with November 2014)