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TODAY Takes the Week in Key Adult Demo

Related: THE TODAY SHOW, NBC

NBC's "Today" continues to post long-term growth winning the week in the key demo A25-54. The win marked "Today's" biggest demo advantage over GMA (+121k) since the week of August 6, 2012 (second week of London Olympics). This was "Today's" first outright viewer win in the demo since the week of August 13, 2012. "Today" posted the largest week-to-week growth in total viewers versus the competition and was up versus its 4Q'12/season-to-date average in total viewers.

TODAY Highlights:

* TODAY was #1 in rating Adults 25-54
- TODAY has placed first in the key demo rating 7 of the last 10 weeks (includes 6 ties)
- TODAY beat GMA by +121,000 Adults 25-54 (000) viewers, TODAY's biggest advantage over GMA since the week of August 6, 2012 (second week of London Olympics)

* TODAY posted largest week-to-week growth in P2+ (+506,000 versus GMA's +169,000 gain; CBS fell by-32,000)

* TODAY was up versus its 4Q'12/season-to-date average in total viewers (+18,000). TODAY was also up +5% in rating Women 25-54

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

* TODAY II averaged 3.789 million total viewers
- The View posts lowest deliveries in total viewers, rating Women/Adults 18-49, and rating Women/Adults 25-54 since the week of August 27, 2012

* TODAY II topped CBS This Morning in total viewers (+49%, or +1,254,000) and in key demo ratings:
+100% in rating Women 18-49
+60% in rating Adults 18-49
+78% in rating Women 25-54
+50% in rating Adults 25-54

* Versus 4Q'12-to-date levels, TODAY II posted growth in total viewers (+16%, or +532,000) and in key demos:
+20% in rating Women 18-49
+14% in rating Adults 18-49
+23% in rating Women 25-54
+33% in rating Adults 25-54

* TODAY III averaged 2.616 million total viewers
- The Chew posted its lowest delivery in total viewers since the week of October 15, 2012

* TODAY III outperformed CBS This Morning in total viewers (+3%, or +81,000) and in key demo ratings:
+50% in rating Women 18-49
+20% in rating Adults 18-49
+33% in rating Women 25-54
- Tied in rating Adults 25-54

* Versus 4Q'12-to-date levels, TODAY III was up in total viewers(+24%, or +514,000 viewers) and in key demos:
+29% in rating Women 18-49
+20% in rating Adults 18-49
+33% in rating Women 25-54
+14% in rating Adults 25-54

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


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