NBC's TODAY Was No. 1 Morning Show for Second Quarter of 2016

NBC News' TODAY was the number-one morning show for the second quarter of 2016, topping GOOD MORNING AMERICA by +180,000 in the key A25-54 demo. This marks TODAY's third consecutively quarterly win in the demo and the biggest quarterly advantage over GMA in four year - since 2Q'12. Year-over-year, TODAY reduced GMA's total viewer lead by 58% (-203,000 in 2Q'16 vs. -483,000 in 2Q'15). TODAY continues as the number-one morning show in A18-49 for the quarter.

For the week of June 20, TODAY topped GMA by +200,000 in A25-54 and by +149,000 in A18-49. TODAY has been #1 among A25-54 for 42 of the last 43 weeks.

*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.

TODAY HIGHLIGHTS:

2nd QUARTER 2016:

TODAY finished #1 in A25-54 for the 3rd consecutive quarter

TODAY averaged 1.742 million A25-54 viewers, leading GMA by +180,000 (+12%) and CBS THIS MORNING by +673,000 (+63%)

TODAY won all 13 weeks in the demo during the quarter

This is TODAY's biggest quarterly advantage over GMA since 2Q'12

TODAY's A25-54 advantage versus GMA improved for the 7th consecutive quarter

Year-over-year, TODAY saw a 233,000 viewer turnaround in its A25-54 advantage versus GMA (+180,000 in 2Q'16 versus a -53,000 loss in 2Q'15)

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