NBC's TODAY is No. 1 Morning Show in Key 25-54 Demo

January 17
1:03 2013
NBC's TODAY is No. 1 Morning Show in Key 25-54 Demo

NBC's TODAY is the number-one morning show for the second straight week in the key demo A25-54. The win marks TODAY's first two-week winning streak since August 2012. TODAY also posts its best A18-49 delivery in eight weeks, since November 2012. TODAY continues to post long-term ratings growth with gains in W25-54 (+5%), W18-49 (+7%) and A18-49 (+9%) versus its season-to-date average.

TODAY Highlights, Week of January 7:

TODAY is No. 1 in A-25-54 for second straight week, posting 1.94 million demo viewers.
TODAY beat GMA by +4,000 Adults 25-54 (000) viewers; TODAY wins two straight weeks in (000) for first time since weeks of August 13 and 20, 2012
TODAY has placed first in the key demo rating A 25-54 for 8 of the last 11 weeks (includes 7 ties)
TODAY posts best Adults 18-49 rating in eight weeks (since week of November 12)

TODAY was up versus its season-to-date average in key demos:
+7% in rating Women 18-49
+9% in Adults 18-49
+5% in rating Women 25-54

TODAY II (9 a.m hour) and TODAY III (10 a.m. hour) Highlights:

TODAY II Topped CBS This Morning in total viewers (+20%, or +543,000) and in key demo ratings:
+43% in rating Women 18-49
+33% in rating Adults 18-49
+30% in rating Women 25-54
+11% in rating Adults 25-54

Versus 4Q'12 levels, TODAY II posted growth in key demos:
+14% in rating Adults 18-49
+11% in rating Adults 25-54

TODAY III Averaged 2.086 million total viewers
Rebroadcasts of TODAY III averaged an additional 595,000 total viewers

Outperformed CBS This Morning in rating Women 18-49 (+14%)

Versus 4Q'12-to-date levels, TODAY III was up in rating Women 18-49 (+14%)

Don Nash is the Executive Producer of "Today" (Mon. - Fri., 7am - 11am).



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