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TODAY Scores Ratings Victory; Draws Most Viewers Since Election Week 2012

Related: THE TODAY SHOW, NBC

TODAY-Scores-Ratings-Victory-Draws-Most-Viewers-Since-Election-Week-2012-20130131

NBC's TODAY continues to post long term growth in total viewers and the key demo A25-54. Over the past four weeks, TODAY has led GMA by +34k viewers in A25-54, a giant +134% (+133k) turnaround versus the prior STD period, which TODAY had a -99k viewer deficit. TODAY also shrunk the demo gap last week by 77% versus its season-to-date levels. In total viewers, TODAY grew +3% (+127k viewers) week-to-week, and posted its best delivery since the week of November 5, 2012.

TODAY Highlights, Week of January 14:

TODAY posted a 1.8 rating in Adults 25-54 its highest rating since week of November 5, 2012 (week of Presidential Election). TODAY posted 2.1 million viewers in the demo.
Over the past four weeks (12/31/12 - 1/27/13), TODAY has led GMA by +34,000 A25-54 viewers, a +134% (133,000) turnaround versus the prior STD period (9/24/12 - 12/30/12). A +34,000 lead in last four weeks versus a -99,000 viewer deficit in the prior STD period.
Last week, TODAY shrunk the demo gap by 77% (or 56,000 viewers) versus season-to-date levels.
TODAY tops GMA in rating Adults 18-49 for 3rd straight week, first time since weeks of August 6, 13, & 20, 2012
Also posts best deliveries in rating Women/Adults 18-49 and rating Women 25-54 since the week of November 5, 2012
TODAY won two of four rated days for the week; has placed first in the key demo three out of past four weeks.
TODAY posted 4.9 total viewers and growing +3% (+127,000) week-to-week and posting its best viewer delivery since the week of November 5, 2012 (week of Presidential Election)

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

TODAY II averaged 3.533 million total viewers
TODAY II topped CBS This Morning in total viewers (+23%, or +666,000) and in key demo ratings:
+57% in rating Women 18-49
+33% in rating Adults 18-49
+40% in rating Women 25-54
+11% in rating Adults 25-54
TODAY II was up week-to-week in total viewers (+9%, or +282,000 viewers) and in key demo ratings:
+10% in rating Women 18-49
+14% in rating Adults 18-49
Versus its season-to-date average, TODAY II was up in total viewers (+8%, or +249,000) and in key demo ratings:
+10% in rating Women 18-49
+14% in rating Adults 18-49
+8% in rating Women 25-54

TODAY III - WEEKLY INSIGHTS:

TODAY III averaged 2.396 million total viewers
Rebroadcasts of TODAY III averaged an additional 556,000 total viewers
Posted gain week-to-week (+12%, or +252,000)
TODAY III outperformed CBS This Morning by +14% in rating Women 18-49
Tied in rating Women 25-54
Versus season-to-date levels, TODAY III was up +12% (+265,000) in total viewers and in key demo rating:
+14% in rating Women 18-49

Don Nash is the executive producer of TODAY (Monday-Friday, 7-11 a.m.).

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