NBC's TODAY Cuts Total Viewer Gap with GMA

NBC's TODAY continues to gain momentum and post significant ratings growth. For the 2013/2014 season, TODAY was the number-one morning program in all A18-49 ratings, marking its 22nd straight season placing first in that demo. TODAY closed the total viewer gap with GMA versus the 2012/2013 season, posting the largest growth of the morning news shows season-to-season. TODAY also posted growth in A18-49 and W/M25-54 versus last season.

Additionally, for Q3 2014 TODAY placed first in A18-49, marking its 81st straight quarter as the #1 morning show in that demo. And for the week of September 15, TODAY cut GMA's total viewer gap with GMA by double digits, versus the same week last season.

TODAY HIGHLIGHTS:

2013-14 Season

TODAY finished the 2013-14 season with #1 finishes across all 18-49 demo ratings
Season-to-season, TODAY posted the biggest growth among total viewers with a gain of +258,000 (+6%), reducing GMA's overall lead by 2%
Additionally, TODAY was up in rating W/A18-49 (+7%/+9%) and rating W/M25-54 (+5%/+10%) versus the 2012-13 season
TODAY averaged 4.868 million total viewers, beating CBS THIS MORNING by +61% (+1.844 million)
TODAY was #1 among A18-49 viewers with 1.565 million, topping GMA by +5% (+78,000) and CBS by +132% (+889,000)
TODAY averaged 1.965 million A25-54 viewers, more than doubling CBS's delivery by +102% (+993,000)
TODAY's 1.6 A25-54 rating was +100% (+8 tenths) more than CBS
TODAY has been the #1 morning news program in:
Rating A18-49 for 22 consecutive seasons
Rating W18-49 for 21 consecutive seasons
Rating M18-49 for 27 consecutive seasons
3rd Quarter 2014

TODAY placed first during 3Q'14 in all 18-49 demo ratings
TODAY averaged 4.328 million total viewers, +52% (+1.488 million) more than CBS
TODAY averaged 1.651 million A25-54 viewers, leading CBS by +91% (+785,000)
TODAY's 1.4 A25-54 rating doubled CBS's delivery by +100% (+7 tenths)
Year-over-year, TODAY reduced GMA's total viewer gap by 9% versus 3Q'13 levels
TODAY has been the #1 morning news program in:
Rating A18-49 for 81 consecutive quarters
Rating W18-49 for 7 consecutive quarters
Rating M18-49 for 7 straight quarters
Week of September 15

TODAY was the #1 morning news program in all 18-49 demo ratings
TODAY averaged 4.611 million total viewers, leading CBS by +59% (+1.713 million)
TODAY averaged 1.507 million A18-49 viewers, beating GMA by +1% (+14,000) and CBS by +143% (+888,000)
TODAY averaged 1.841 million A25-54 viewers, topping CBS by +102% (+931,000)
TODAY's 1.5 A25-54 rating beat CBS by +88% (+7 tenths)
Versus the same week last season, TODAY cut GMA's total viewer gap by 17%
Versus the 3Q average, TODAY was up in total viewers (+7%, or +310,000), rating W/A18-49 (+23%/+20%) and rating W/M/A25-54 (+17%/+11%/+7%)
RATINGS DATA FOR 2013/2014 SEASON:

HH HH Total A25-54 A25-54
Program Rtg Shr Viewers Rtg 000s
TODAY 3.6 13 4,868 1.6 1,965
CBS THIS MORNING 2.2 8 3,024 0.8 972
GOOD MORNNG AMERICA 4.1 15 5,537 1.8 2,105

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, Jamie Horowitz in the SVP and general manager, and Don Nash is the executive producer.

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