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NBC's TODAY Tops GMA in Total Viewers & All Demos

NBC News' TODAY was the number-one morning show outright topping ABC's "Good Morning America" in total viewers and all demos last Friday. TODAY also won the week in the key demo A25-54 marking 82 straight weeks in the top spot (98 of the last 99 weeks), its best streak in more than four years. TODAY was the only morning news program to increase its total audience week to week, while GMA posted its lowest total viewer delivery in seven years. Additionally, TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs season to date.


Net HH
TODAY 2.62 11 3,628 0.70 900 1.04 1,251
CBS THIS MORNING 2.31 10 3,178 0.43 557 0.66 797
GOOD MORNING AMERICA 2.79 12 3,774 0.61 788 0.95 1,144

For the week, TODAY averaged 1.251 million A25-54 viewers, topping GMA by +107,000 (+9%) and CBS by +454,000 (+57%)

  • TODAY has ranked #1 among A25-54 viewers for 82 consecutive weeks (best streak in over four years) and 98 of the last 99 weeks
  • Week-over-week, TODAY improved its A25-54 leads over both GMA (by 4%) and CBS (by 3%)
  • TODAY won all five mornings last week, extending its streak to 50 consecutive daily wins
  • TODAY delivered a 1.04 A25-54 rating, +0.09 points ahead of GMA and +0.38 points more than CBS

TODAY averaged 900,000 A18-49 viewers, +112,000 (+14%) more than GMA and +343,000 (+61%) higher than CBS

  • TODAY's 0.70 A18-49 rating led GMA by +0.09 points and CBS by +0.27 points

TODAY averaged 3.628 million total viewers, leading CBS THIS MORNING by +450,000 (+14%)

  • Compared to the prior week:
    • TODAY was the only morning news program to increase its total audience (+32,000)
    • TODAY widened its total viewer lead over CBS by 28% (+450,000 vs. +352,000 prior week)
  • TODAY posted its closest total viewer gap vs. GMA in six weeks
  • GMA averaged its lowest P2+ delivery in seven years (since the week of 7/26/2010)


TODAY ranks #1 among A25-54 viewers and A18-49 viewers

  • TODAY's A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 26% vs. last season while its A18-49 lead over GMA has improved by 5%

TODAY's total viewer gap vs. GMA has been reduced by 12% (-192,000 vs. -219,000 last season)

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