NBC's TODAY is Once Again No. 1 Morning Show Last Week in Key Demo

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 now won the key demo for more than 13 consecutive months, 58 out of the last 59 weeks. Versus last year, TODAY has widened its key demo margin of victory over GMA by +189,000 viewers (+231,000 vs. +32,000). TODAY continues to shrink the total viewer gap with GMA with only 187,000 viewers between the shows for the week. TODAY won the third quarter 2016 and the month of August outright in total viewers and the key demo, and it was the number-one morning show in both A25-54 and A18-49 for the 2015/2016 season.

For the week of October 10, TODAY topped GMA by a giant +231,000 in A25-54 and by +224,000 in A18-49. The total viewer gap between TODAY and GMA is 51% closer than the same week last season (-187,000 versus -378,000). GMA is the only show down key demo (-11%) versus the same week last 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.