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NBC's TODAY Wins Total Viewers Two Days Straight; Tops GMA

NBC News' TODAY was the number-one morning show outright topping ABC's "Good Morning America" for two days straight in total viewers and all demos last Wednesday and Thursday. TODAY posted its best weekly total viewer delivery in nearly three months, and its best single-day advantage over GMA in five months, since March 20. TODAY also won the week in the key demo A25-54 marking 87 straight weeks in the top spot (103 of the last 104 weeks), its best streak in more than four years.

The win marks TODAY's best key demo average in three months and its biggest lead over GMA in two months. Additionally, TODAY won the month of August in the key demo, its 24th straight monthly win, and posted its closest total viewer margin with GMA since December.

TODAY HIGHLIGHTS:

WEEK OF AUGUST 21

Net HH
Rtg
HH
Shr
P2+
Imps
P18-49
Rtg
P18-49
Imps
P25-54
Rtg
P25-54
Imps
TODAY 2.85 12 3,957 0.85 1,095 1.23 1,479
CBS THIS MORNING 2.38 10 3,249 0.49 623 0.73 877
GOOD MORNING AMERICA 2.96 13 4,039 0.70 895 1.08 1,302

TODAY ranked #1 outright on two mornings (Wed & Thu)

TODAY posted the biggest week-to-week growth in P2+/A25-54/A18-49; multi-week highs in both delivery and advantage/gap across demos

TODAY averaged 1.479 million A25-54 viewers, leading GMA by +177,000 (+14%) and CBS THIS MORNING by +602,000 (+69%)

  • TODAY has ranked #1 among A25-54 viewers for 87 consecutive weeks (best streak in over four years) and 103 of the last 104 weeks
  • This represents TODAY's highest A25-54 average since the week of 5/29/2017 (12 weeks)
  • TODAY's demo lead over GMA hit an eight week high (since 6/26/2017) while its advantage over CBS was the best in 30 weeks (since 1/23/2017)
  • Week-over-week, TODAY saw the highest increase in A25-54 viewers (+119,000) and more than tripled its lead vs. GMA (+177,000 vs. +56,000 prior week) while increasing its lead over CBS by 18% (+602,000 vs. +511,000 prior week)
  • TODAY delivered a 1.25 A25-54 rating, +0.15 points ahead of GMA and +0.50 points more than CBS

TODAY averaged 1.095 million A18-49 viewers, +200,000 (+22%) more than GMA and +472,000 (+76%) higher than CBS

  • TODAY posted its biggest A18-49 delivery and widest win over GMA since the week of 5/29/2017
  • Week-over-week, TODAY more than doubled its A18-49 lead over GMA (+200,000 vs. +89,000 prior week) and increased its lead over CBS by 20% (+472,000 vs. +394,000 prior week)
  • TODAY also saw the biggest A18-49 gain vs. prior week (+99,000)
  • TODAY's 0.85 A18-49 rating led GMA by +0.15 points and CBS by +0.36 points

TODAY averaged 3.957 million total viewers, leading CBS THIS MORNING by +708,000 (+22%)

  • TODAY posted its sixth consecutive week of total viewer growth, hitting its biggest delivery since the week of 6/5/2017 (an 11-week high)
  • In two of the last three weeks, TODAY has finished within 100,000 total viewers of GMA
  • Week-to-week, TODAY added +131,000 viewers, cut GMA's lead by almost half (-82,000 vs. -160,000 prior week) and increased its advantage over CBS by 28% (+708,000 vs. +554,000 prior week)
  • On Thursday, TODAY posted its biggest single-day audience since June 21 and its largest advantage over GMA since March 20

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