NBC's TODAY Wins the Week in Key Demo

By: Caryn Robbins Jul. 05, 2013

NBC's TODAY was the number one morning program in the key demo A25-54 for the week of June 24. This marks TODAY's first weekly demo win since the week of 4/15/13 (the week of the Boston Marathon bombing).

On Wednesday, with Matt Lauer's exclusive interview with Paula Deen, TODAY posted its best single day advantage over GMA in total viewers, since Aug 10, 2012 (London Olympics), and its best single day key demo advantage over GMA since April 16, 2013 (day following Boston Marathon bombing). TODAY also saw its best total viewer delivery in 5 weeks (week of 5/20/13).

GMA had its lowest A25-54 delivery in six months, since the week of 12/24/12, and its lowest total viewer delivery since the week of 3/11/13.

TODAY highlights:

· With a week fueled by Supreme Court rulings and Wednesday's exclusive interview with Matt Lauer and Paula Deen, TODAY topped GMA by +6,000 A25-54 viewers, the first outright win since the week of Apr 15, 2013.
· For the week, TODAY averaged 4.551 million total viewers with a 1.56 rating (1.847 million) in the key demo A25-54 for the week.
· On Wednesday (Paula Deen interview), TODAY topped GMA by +245,000 A25-54 viewers (+2 tenths), the biggest single-day win since April 16, 2013 (day following Boston Marathon bombing).

· On Wednesday, TODAY topped GMA by +409,000 total viewers, the biggest single-day win since Aug 10, 2012 (London Olympics).

· TODAY lost to GMA by -9% for the week (-437k) in total viewers, the narrowest loss since the week of Mar 18, 2013

· TODAY posted its best total viewer delivery in five weeks, since the week of May 20, 2013, and topped GMA in all key Adult and Women demos.

· GMA had its lowest P2+ delivery since the week of Mar 11, 2013, and lowest A25-54 (000) delivery since the week of Dec 24, 2012 (in rating A25-54 lowest since week of Mar 25, 2013). It also posted lowest Women 25-54 and Women 18-49 ratings since the first week of the year (week of Dec 31, 2012).

· TODAY beat GMA by +1 tenth in Adults 18-49 and +2 tenths among Women 18-49. This is the biggest lead in W18-49 since the week of Apr 8, 2013.

· Excluding the week of Hurricane Sandy (10/29/12), TODAY posted its best Men 55+ rating since the week of Aug 6, 2012.

· Year-to-date TODAY was #1 in rating Adults 25-54 during 15 of 25 weeks (includes 14 ties).

· TODAY was #1 in rating Women 25-54 (13 weeks), Women 18-49 (19 weeks) and Persons 18-49 (22 weeks) during 2013-to-date.

Don Nash is the executive producer of TODAY (Monday-Friday, 7-11 a.m.).