NBC's TODAY is #1 Morning Show in Key Demo

NBC's TODAY was the #1 morning show in the key demo A25-54, beating GOOD MORNING AMERICA for the second week in a month. TODAY posted its biggest A25-54 victory over GMA since the 2014 Sochi Olympics, and its largest total viewer and key demo audience in more than two months (since the week of 3/2/15). On Tuesday, TODAY topped GMA by 196k A25-54 viewers, marking its biggest single day demo win since 9/5/14. TODAY has posted 24 daily key demo wins (including the two weekly wins) and a total viewer win since the start of the year.

Versus the 2Q'15 average, TODAY cut the total viewer gap with GMA by a giant 32%. TODAY also closed the week-to-week total viewer gap with GMA by 33% and added 263k viewers.

TODAY remains the #1 morning news program in A18-49 for the season.

TODAY HIGHLIGHTS:

Week of May 11

TODAY wins the week finishing #1 among Adults 25-54 for the 2nd time in the last 4 weeks

TODAY sees largest total viewer and A25-54 audiences in over two months

TODAY wins the week across all 25-54 and 18-49 demo ratings

TODAY averaged 1.867 million A25-54 viewers, leading GMA by +4% (+67,000) and CBS THIS MORNING by +82% (+839,000)

TODAY had its best A25-54 delivery since the week of 3/2/2015
On Tuesday, TODAY saw its biggest single-day demo gap over GMA (+196,000) since Friday, 9/5/2014
TODAY posted its largest weekly demo victories over GMA since the Sochi Olympics (week of 2/17/2014) and versus CBS since the week of 3/2/2015
Among W25-54, TODAY held its largest lead vs. GMA since the week of 1/19/2015
TODAY's 1.56 A25-54 rating led GMA by +0.05 and CBS by +0.70
TODAY delivered 4.853 million total viewers, outperforming CBS by +32% (+1.184 million)

This was TODAY's best total audience average since the week of 3/2/2015 and its biggest lead vs. CBS in four weeks
TODAY averaged 1.414 million A18-49 viewers, topping GMA by +13% (+158,000) and CBS by +93% (+683,000)

TODAY delivered a 1.11 A18-49 rating, +0.12 more than GMA and +0.53 higher than CBS
TODAY posted the largest week-to-week growth among total viewers (+6%, or +263,000) and was the only morning news program to see increases among A18-49 (+72,000) and A25-54 (+128,000) viewers

TODAY saw a 33% reduction in the total viewer gap with GMA versus the prior week
Versus 2Q'15-to-date levels, TODAY again showed the biggest improvement in total viewers (+3%, or +143,000) while being the only program to increase among A18-49 (+36,000) and A25-54 (+83,000) viewers

The total viewer gap BETWEEN TODAY and GMA was 32% closer than the 2Q'15 average
Season-to-date, TODAY is the #1 morning news program among A18-49 viewers (1.450 million), leading GMA by +2% (+26,000) and more than doubling CBS by +101% (+728,000)

RATINGS DATA:

Program HH
Rtg HH
Shr P2+
Imps P25-54
Rtg P25-54
Imps
TODAY 3.50 13 4,853 1.56 1,867
CBS THIS MORNING 2.61 10 3,669 0.86 1,028
GOOD MORNING AMERICA 3.83 15 5,191 1.51 1,800
TODAY.COM HIGHLIGHTS:

For the 11th straight month, Today.com reached more consumers than Goodmorningamerica.com on Yahoo. Over 30 million unique visitors turned to Today.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 19 consecutive months (26 out of the last 27), Today.com has reached more mobile consumers than Goodmorningamerica.com on Yahoo.

Additionally, Today.com's mobile unique visitors have grown +90% over the last 12 months while Goodmorningamerica.com on Yahoo has remained flat for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 3x Goodmorningamerica.com on Yahoo's mobile visitor number in April 2015.

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, Noah Oppenheim is the SVP and Executive in Charge, and Don Nash is the executive producer.

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