NBC's TODAY Wins Two Days of Morning News Ratings in Key Demo

NBC's TODAY continues to gain momentum, tightening the morning news ratings race and posting consistent wins. For the week of August 17, TODAY was the number-one morning show on Monday and Wednesday, topping GMA in the key demo A25-54. TODAY has now notched 48 daily wins in the key demo this year. For the week, TODAY came within just 19k A25-54 viewers of GMA.

TODAY continues to slash the gap with GMA by huge numbers in multiple measures. Versus the same week last season, TODAY closed the key demo viewer margin with GMA by a massive 87%. Season to date, TODAY cut the gap with GMA in both the key demo (by 14%) and total viewers (by 10%) versus the same period last season. Quarter to date versus the same period last year, TODAY narrowed the A25-54 gap with GMA by 86% and the total viewer gap by 28%.

This year, TODAY has posted multiple wins including the July sweep key demo win, seven weekly key demo wins and three daily total viewer wins. TODAY remains the number-one morning news program in A18-49 for the season and year.

TODAY HIGHLIGHTS:

Week of August 17

TODAY averaged 4.191 million total viewers, leading CBS THIS MORNING by +28% (+919,000)

TODAY averaged 1.569 million A25-54 viewers, +74% (+672,000) ahead of CBS

The A25-54 margin between TODAY and GMA (-19,000) was below 20,000 for the 2nd straight week and below 100,000 for the 3rd week in a row
TODAY won two days in the demo (Monday and Wednesday), giving the program 48 daily A25-54 wins year-to-date
TODAY delivered a 1.31 A25-54 rating, leading CBS by +0.51 points
TODAY averaged 1.185 million A18-49 viewers, topping GMA by +9% (+102,000) and CBS by +72% (+494,000)

TODAY had its biggest weekly A18-49 advantage over GMA in four weeks
TODAY's 0.93 A18-49 rating was +0.08 points better than GMA and +0.39 points higher than CBS
The A25-54 viewer margin between TODAY and GMA was 87% closer than the same week last season

TODAY's year-over-year margins with GMA are also narrower:

In 3Q'15 by 28% in total viewers and 86% in A25-54 versus the same period in 3Q'14
Season-to-date in both total viewers (by 10%) and A25-54 viewers (by 14%) versus the same period last season
TODAY saw across-the-board increases over its 3Q'15 average in total viewers (+2%, or +81,000), A25-54 viewers (+2%, or +36,000) and A18-49 viewers (+5%, or +59,000)

Week-to-week, TODAY posted a +25,000 gain in A18-49 viewers and increased its advantage over GMA by +65%

Season-to-date, TODAY is the #1 morning news program among A18-49 viewers

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