NBC's TODAY is No. 1 Morning Show Once Again; Tops GMA in Key Demo

By: Feb. 14, 2017
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NBC News' TODAY was once again the number-one morning show last week topping ABC's "Good Morning America" in the key demo A25-54. TODAY has won 59 straight weeks in the key demo (75 of 76 weeks), a first in more than four years. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, season to date, and the total viewer gap between the two shows is 56% closer (-123,000 versus -278,000) versus last season. Additionally, TODAY won eight weeks in total viewers last year including the week of the presidential election, the month of December, and the third quarter.

TODAY HIGHLIGHTS:

Week of February 6:

Net HH
Rtg		 HH
Shr		 P2+
Imps		 P18-49
Rtg		 P18-49
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 3.09 12 4,355 0.98 1,257 1.42 1,703
CBS THIS MORNING 2.74 10 3,828 0.63 811 0.93 1,121
GOOD MORNING AMERICA 3.41 13 4,635 0.87 1,113 1.26 1,518

For the week, TODAY averaged 1.703 million A25-54 viewers, outperforming GMA by +185,000 (+12%) and CBS by +582,000 (+52%)

  • TODAY has ranked #1 among A25-54 viewers for 59 consecutive weeks (best streak in over four years) and 75 of the last 76 weeks
  • TODAY added +23,000 A25-54 viewers week-to-week (+1%)
  • TODAY posted wider demo advantages over GMA compared to prior week (by 6%) and the same week last season (by 67%)
  • TODAY won all five mornings in A25-54 last week, extending its #1 streak to 166 consecutive broadcasts dating back to June 10, 2016
  • TODAY delivered a 1.42 A25-54 rating, +0.16 points ahead of GMA and +0.49 points more than CBS
  • CBS has seen 9 straight weeks of A25-54 losses vs. prior year

TODAY averaged 1.257 million A18-49 viewers, +144,000 (+13%) more than GMA and +446,000 (+55%) higher than CBS

  • TODAY's 0.98 A18-49 rating led GMA by +0.11 points and CBS by +0.35 points

TODAY averaged 4.355 million total viewers, leading CBS THIS MORNING by +527,000 (+15%)

  • CBS has now seen 7 consecutive week of P2+ losses vs. prior year

Season-to-date:

TODAY ranks #1 among A25-54 viewers and A18-49 viewers

  • TODAY's A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 81% vs. last season (+234,000 vs. +129,000 in 2015-16) while its A18-49 lead over GMA has improved by 13% (+220,000 vs. +194,000 last season)

TODAY's total viewer gap vs. GMA has been reduced by 56% (-123,000 vs. -278,000 last season)

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo with over 37.9 million unique visitors turning to TODAY.com in December for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 36 consecutive months (45 out of the last 46), TODAY.com has reached more mobile consumers than GMA on Yahoo.

TODAY.com mobile unique visitors have grown +5% over the last 12 months while GMA on Yahoo declined -20% for the same period. TODAY.com has gone from parity in mobile unique visitors in September 2013 to over 4.3x GMA on Yahoo's mobile visitor number in December 2016.



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