NBC TODAY Tops GMA in Total Viewers & All Demos on Friday

By: Caryn Robbins Sep. 13, 2016

NBC News' TODAY won outright last Friday, beating ABC's "Good Morning America" in total viewers and all demos and posting its best single-day, non-Olympic deliveries since March 22, 2016. For the week, TODAY was once again the number-one morning show in the key A25-54 demo. TODAY has now won the key demo more than for 12 consecutive months, 53 out of the last 54 weeks.

TODAY continues to shrink the total viewer gap with GMA with just 68,000 viewers between the shows for the week. TODAY won the month of August outright in total viewers and the key demo, and it continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of September 5, TODAY topped GMA by a giant 287,000 in A25-54 and by 241,000 in A18-49. The total viewer gap between TODAY and GMA is 86% closer (-68,000 versus -479,000 at this time last year). GMA is down double digits in both total viewers (-11%) and A25-54 (-14%) while TODAY is up in in the key demo versus a year ago.

*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.