Inauguration Coverage Lifts NBC's TODAY to Number One 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 won 56 straight weeks in the key demo (72 of 73 weeks), a first in more than four years. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, season to date. TODAY has almost doubled its key demo advantage over GMA, and the total viewer gap between the two shows is 67% closer (-98,000 versus -298,000) versus last season. Additionally, TODAY won eight weeks in total viewers last year including the week of the presidential election, the month of December, and the third quarter.

*Please note: The morning news shows were based on 3-day averages due to Monday's Martin LUTHER King holiday and Friday's coverage of the Presidential Inauguration.

TODAY reached more consumers than GMA on Yahoo with over 37.9 million unique visitors turning to TODAY.com in December for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 36 consecutive months (45 out of the last 46), TODAY.com has reached more mobile consumers than GMA on Yahoo.

TODAY.com mobile unique visitors have grown +5% over the last 12 months while GMA on Yahoo declined -20% for the same period. TODAY.com has gone from parity in mobile unique visitors in September 2013 to over 4.3x GMA on Yahoo's mobile visitor number in December 2016.