NBC's TODAY is #1 for 2 Straight Weeks Again
By: Caryn Robbins Jul. 30, 2015
NBC's TODAY was once again the number-one morning show last week in the key demo A25-54, marking two straight weeks in first place and beating GOOD MORNING AMERICA for seven out of the last 14 weeks. This is the second time in two months that TODAY has won two straight weeks in the key demo (TODAY also won the weeks of May 11 and 18). TODAY now leads GMA in the key demo for the first month of the third quarter.
TODAY closed the total viewer gap with GMA by a giant 658k (69%) versus the same week last year. TODAY has also cut the total viewer gap with GMA versus the season-to-date average (by 48%) and versus the quarter-to-date average (by 27%). TODAY has posted seven weekly demo wins and three daily total viewer wins this year. TODAY remains the number-one morning news program in A18-49 for the season and year. TODAY HIGHLIGHTS: Week of July 20 TODAY is #1 in the key demo A25-54 for the first month of Q3'15 TODAY was #1 in the key demo averaging 1.535 million A25-54 viewers, leading GMA by +63,000 (+4%) and CBS THIS MORNING by +649,000 (+73%) This was TODAY's second straight demo victory over GMA, its 6thin the last 11 weeks, and its 7thin the last 14 weeksTODAY also posted its widest A25-54 gap over CBS in four weeks
TODAY delivered a 1.28 A25-54 rating, leading GMA by +0.05 points and CBS by +0.54 points
TODAY averaged 1.134 million A18-49 viewers, +131,000 (+13%) ahead of GMA and +528,000 (+87%) higher than CBS
Among total viewers, TODAY averaged 4.027 million and outperformed CBS by +904,000 (+29%) TODAY's total viewer gap vs. GMA (-291,000) was under 300,000 for the second straight week and the 3rdtime in the last 5 weeks (best showing since the Sochi Olympics in February 2014)
Over the first four weeks of 3rd quarter 2015, TODAY has narrowed GMA's lead in total viewers by 41% vs the same period in 3Q'14 and has turned last year's A25-54 deficit (-197,000) into a +6,000 viewer QTD lead over the ABC program TODAY posted a lower total viewer gap with GMA than the same week last season by 69% (-949,000 last year, down to -291,000)
than the 3Q'15-to-date average by 27% (-401,000 3QTD, down to -291,000)
than the season-to-date average by 48% (-560,000 STD, down to -291,000 this week)
The total viewer margin between TODAY and GMA this season is 10% closer than it was at this time last year
RATINGS DATA:
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.99 | 12 | 4,027 | 0.89 | 1,134 | 1.28 | 1,535 |
| CBS THIS MORNING | 2.33 | 10 | 3,123 | 0.48 | 606 | 0.74 | 886 |
| GOOD MORNING AMERICA | 3.26 | 14 | 4,318 | 0.79 | 1,003 | 1.23 | 1,472 |
TODAY.COM HIGHLIGHTS:
For the 13th straight month, Today.com reached more consumers than GMA on Yahoo. Almost 30 million unique visitors turned to Today.com in June for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 21 consecutive months (28 out of the last 29), Today.com has reached more mobile consumers than GMA on Yahoo.
Additionally, Today.com's mobile unique visitors have grown +62% over the last 12 months while GMA on Yahoo has declined -5% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 2.5x GMA on Yahoo's mobile visitor number in June 2015.
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