NBC's TODAY Wins Q3 in Total Viewers & 2015/16 Season in Key Demo

NBC News' TODAY was the number-one morning show in total viewers and all demos for the third quarter 2016 marking its first outright quarterly win in more than four years, since the second quarter 2012. TODAY also won the key demo A25-54 for the 2015/2016 television season, its first season win in the key demo in four years, since 2011/2012. TODAY posted its best season in total viewers versus GMA in four years, coming within a slight 148k viewers, and it narrowed the gap with GMA by a giant 72% (387k viewers) versus last season. TODAY won in A18-49 for its 23rd straight season and 15th straight quarter.

For the third quarter, TODAY topped GMA by 59k in total viewers, and by a giant 322k in A25-54 viewers. For the season, TODAY led GMA by 197k A25-54 viewers. GMA is down double digits both versus last season (-16%), and versus 3rd quarter 2015 (-13%) in the key demo.

Additionally, for the week of September 12, TODAY topped GMA by 229k in the key demo and by 205k in A18-49.

*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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