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THE TODAY SHOW Continues to Post Gains in Ratings

Related: THE TODAY SHOW, NBC

THE-TODAY-SHOW-Continues-to-Gain-in-Ratings-20121213

NBC's TODAY show continues to post both long-term and short-term growth. TODAY was the only morning program to post gains in total viewers week-to-week and versus its season-to-date average while both GMA and CBS had losses in those categories. TODAY has also narrowed the gap with GMA by 88% in the key demo A25-54 over the past five weeks.

TODAY Highlights:

· For the week of December 3, TODAY is the only morning show that is up week-to-week and versus the STD average:

· Versus the STD Average:
o TODAY is up 137k in total viewers – from 4.546 million to 4.683 million
o GMA is down 78k in total viewers – from 5.095 million to 5.017 million
o CBS is down 152k in total viewers – from 2.636 million to 2.484 million

· Versus the prior week:
o TODAY is up 7k in total viewers – from 4.676 million to 4.683 million
o GMA is down 290k in total viewers – from 5.307 million to 5.017 million
o CBS is down 173k in total viewers – from 2.657 million to 2.484 million
· TODAY has placed first in rating A25-54 rating in five of the last six weeks
o TODAY lead GMA by +137,000 A25-54 (000) viewers on Monday of last week
o TODAY Trailed GMA for the week by just -10,000 A25-54 (000) viewers
· Over the past five weeks, TODAY has narrowed the gap with GMA a giant 88%, to -23,000 A25-54 (000) viewers compared to a -189,000 deficit during the first six weeks of the season.

TODAY II (9 a.m hour) and TODAY III (10 a.m. hour) highlights:
TODAY II posted 3.079 million total viewers and topped CBS This Morning in total viewers (+24%, or +595,000) and in key demo ratings:
+43% in rating Women 18-49
+20% in rating Adults 18-49
+33% in rating Women 25-54
+13% in rating Adults 25-54
Versus 4Q'12-to-date levels, increased +11% (+96,000) in rating Women 18-49
*****
TODAY III posted 1.940 million total viewers and tied CBS This Morning in rating Women 18-49 and Women 25-54 rating
Rebroadcasts of TODAY III averaged an additional 611,000 total viewers


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