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NBC's TODAY Continues to Close Gap with GMA

NBC's TODAY continues to gain momentum and narrow the competitive ratings gaps. For the week of August 11, TODAY posted its biggest total viewer and A25-54 deliveries in two months (since the week of 6/9/14). Of the morning shows, TODAY posted the largest week-to-week growth in all key ratings categories. TODAY has narrowed the total viewer gap with GMA for the third straight week. TODAY has also closed the gap both week to week and versus the same week last year.

Season-to-date, TODAY has posted the largest total viewer growth among the morning shows gaining nearly 300k viewers. TODAY ranks as the #1 morning news broadcast in A18-49 for the season.


• TODAY averaged 4.426 million total viewers, leading CBS This Morning by +56% (+1,591,000)

o This was TODAY's biggest lead over CBS since the week of 6/9/2014

• TODAY averaged 1.665 million A25-54 viewers, +88% (779,000) more than CBS

o TODAY posted its biggest P2+ and A25-54 audiences in two months (since the week of 6/9/2014)

o TODAY had its biggest A25-54 viewer lead versus CBS in six weeks

o TODAY averaged a 1.4 A25-54 rating, doubling the delivery of CBS (+100%, or +7 tenths)

• TODAY closed the total viewers gap with GMA for the 3rd consecutive week. In addition, TODAY reduced GMA's lead:

o Week-to-week by 28% in total viewers

o Versus the same week last season by 31% in total viewers

o Versus the 3Q'14 average by 25% in total viewers and 2% among A25-54 viewers

• TODAY posted the biggest week-to-week growth among the morning news programs in total viewers (+10%, or +420,000), A18-49 viewers (+10%, or +114,000), and A25-54 viewers (+9%, or +135,000)

• TODAY increased its deliveries versus the same week last season in total viewers (+7%, or +156,000) while GMA declined by -2%

• Compared to its 3Q'14 average, TODAY again saw the most growth with a +7% (+290,000) increase in total viewers, +5% (+67,000) gain among A18-49 viewers, and a +7% (+105,000) uptick among A25-54 viewers

• Season-to-date, TODAY is posting the largest total viewer growth (+6%, or +290,000)

o TODAY has also seen season-to-date gains in rating W/M/A18-49 (+7%/+13%/+9%), and rating W/A25-54 (+5%/+6%)

o Compared to last season, TODAY has widened its advantages over CBS by 1% in total viewers and 15% among A25-54 viewers

• TODAY continues to be the #1 morning news program season-to-date in all 18-49 demo ratings

Ratings Data

Week of August 11

Programs HH
Rtg HH
Shr Total Viewers Imps P25-54
Rtg P25-54
TODAY 3.2 13 4,426 1.4 1,665
CBS THIS MORNING 2.1 9 2,835 0.7 886
GMA 3.7 15 4,983 1.6 1,878

NBC's TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, and Don Nash is the executive producer.

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