NBC's TODAY Wins the Week in Key A25-54 Demo

TODAY was the number-one morning show in the key demo A25-54, beating GOOD MORNING AMERICA for 17 out of the last 18 weeks. TODAY is also the number-one morning show in both A25-54 and A18-49 for the season.

For the week of December 28, TODAY topped GMA by 22k in A25-54 and continued as the number-one morning show in A18-49. Season to date, TODAY has radically cut its total viewer gap with GMA by 50% (a whopping 316k) versus the same period last year. GMA is the only morning show down double digits, suffering a 18% loss in the key demo and an 10% loss in total viewers, season to date.

*Please note: All three morning shows were based on a 3-day average due to the New Year's holiday for the week. Additionally, 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 December 28

TODAY averaged 1.611 million A25-54 viewers, leading GMA by +22,000 (+1%) and CBS THIS MORNING by +534,000 (+50%)

TODAY has been #1 among A25-54 viewers for 17 of the last 18 weeks
TODAY delivered a 1.36 A25-54 rating, +0.02 points ahead of GMA and +0.45 points more than CBS
TODAY averaged 1.129 million A18-49 viewers, +20,000 (+2%) higher than GMA and +314,000 (+38%) more than CBS

TODAY's 0.89 A18-49 rating led GMA by +0.02 points and CBS by +0.25 points
TODAY averaged 4.355 million total viewers, outperforming CBS by +827,000 (+23%)

GMA is the only morning show down double digits in both the key demo and total viewers for the season.

GMA is down -10% in total viewers, -18% in A25-54 for the season
Compared to the same week last season, TODAY improved in total viewers (+3%, or +113,000), A25-54 viewers (+8%, or +117,000), and A18-49 viewers (+3%, or +33,000)

TODAY posted a 163,000 viewers turnaround in its A25-54 gap vs. GMA (+22,000 win last week vs. -141,000 loss a year ago) and an 80,000 viewer turnaround in A18-49 (+20,000 win last week vs. a -60,000 loss last year)
Season-to-date, TODAY is the #1 morning news show among A25-54 and A18-49 viewers

In A25-54, TODAY leads GMA by +7% (+111,000) and CBS by +75% (+763,000). TODAY's A25-54 advantage over GMA represents a 278,000 viewer turnaround from a -167,000 deficit at this point last season.
In A18-49, TODAY tops GMA by +17% (+197,000) and CBS by +87% (+624,000). TODAY's A18-49 lead versus GMA is 191,000 viewers wider than last season (when it was just +6,000).
Among total viewers, the gap between TODAY and GMA is 50% narrower vs. last season (-320,000 season-to-date versus a -636,000 deficit at this time last season).

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