NBC's TODAY Wins Total Viewers & Key A25-54 Demo; Shrinks Gap with GMA

NBC News' TODAY was the number-one morning show again last week in the key A25-54 demo, while continuing to shrink the total viewer gap with ABC's "Good Morning America." TODAY has held the top spot in the key demo for more than eight months, winning 35 out of the last 36 weeks among the key demo A25-54. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of May 2, TODAY posted its best demo win over GMA in three weeks and biggest total viewer audience in two months. TODAY topped GMA by +146,000 in A25-54 and by +118,000 in A18-49. Versus the same week last season, TODAY cut its total viewer gap with GMA by 62% (-191,000 last week vs. -508,000 a year ago). GMA has lost 16% in the key demo and 10% in total viewers this season, year over 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.

TODAY HIGHLIGHTS:

WEEK OF MAY 2

TODAY averaged 1.781 million A25-54 viewers, outperforming GMA by +146,000 (+9%) and CBS THIS MORNING by +661,000 (+59%)

TODAY has been #1 among A25-54 viewers for 35 of the last 36 weeks
TODAY won all five mornings in A25-54 and posted its best demo advantage over GMA in three weeks
TODAY delivered a 1.50 A25-54 rating, +0.12 points ahead of GMA and +0.56 points more than CBS
TODAY averaged 1.325 million A18-49 viewers, +118,000 (+10%) more than GMA and +509,000 (+65%) higher than CBS

Among A18-49 viewers, TODAY has now posted 39 consecutive weekly wins
TODAY's 1.05 A18-49 rating led GMA by +0.10 points and CBS by +0.41 points
TODAY averaged 4.741 million total viewers, leading CBS THIS MORNING by +871,000 (+23%)

TODAY posted its best total viewer delivery in two months (since week of 3/7/2016)
TODAY came within 200,000 viewers of GMA for the 13th time in the last 17 weeks (including one TODAY victory)
Versus the same week last season, TODAY:

Narrowed the total viewer gap with GMA by 62% (-191,000 last week vs. -508,000 a year ago)
Posted a 241,000 viewer turnaround in its A25-54 advantage vs. GMA (+146,000 win last week vs. -95,000 a year ago)
Saw an 64% higher A18-49 advantage versus GMA (+118,000 last week vs. +72,000 last year)
Season-to-date, TODAY ranks as the #1 morning news show among A25-54 and A18-49 viewers

TODAY averages 1.829 million A25-54 viewers, leading GMA by +8% (+141,000) and CBS by +70% (+750,000). TODAY's A25-54 advantage over GMA represents a 277,000 viewer turnaround from a -136,000 deficit at this point last season. Year-over-year, GMA is down -16% among A25-54.
In A18-49, TODAY averages 1.379 million and tops GMA by +15% (+177,000) and CBS by +78% (+605,000). TODAY's A18-49 lead over GMA has improved by 155,000 viewers from last season's +22,000 lead. Year-over-year, GMA is down -16% among A18-49.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-236,000 season-to-date versus a -591,000 deficit at this time last season). Year-over-year, GMA is down -10% in total viewers.