NBC's TODAY Wins Halloween Across the Board; Tops GMA by Giant Margins

NBC News' TODAY was the number-one morning show across the board on Halloween, Monday, October 31, topping ABC's "Good Morning America" by giant margins (+161,000 in total viewers and +402,000 in key demo viewers). The win marks TODAY's biggest single-day A25-54 delivery in more than two months (since August 22, 2016), and its biggest single-day advantages over GMA in total viewers and A25-54 in more than a month (since September 26, 2016). TODAY also once again won the week in the key A25-54 demo topping GMA by +238,000 viewers. TODAY has now won the demo for more than 14 consecutive months and is posting its largest A25-54 and A18-49 advantages over GMA and its closest total viewer margin in five years.

TODAY hit four-week highs in both its A25-54 delivery and advantage over GMA. TODAY was the only morning news program to grow its demo audience week-to-week (+4%, or +75,000). TODAY saw higher A25-54 advantages over GMA compared to the prior week (by 52%) and the same week last year (by 38%).

*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.

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