NBC's TODAY is #1 in Total Viewers & Key Demos for First Week Since 2012
TODAY was the number-one morning news show in total viewers and the key demos for the week of March 21, the first outright win in both categories in a non- Olympic week since June 2012.
For the week, TODAY topped ABC's "Good Morning America" by 49,000 total viewers, 180,000 in A25-54, and by 185,000 in A18-49. More viewers turned to TODAY for the breaking news coverage of the Brussels terrorist attack on Tuesday, March 22, giving TODAY a huge 693,000 total viewer win over GMA for the day. TODAY also beat GMA in total viewers on Monday (+53,000) and Wednesday (+220,000), powering the strong week.TODAY HIGHLIGHTS - Week of March 21-25:
| Show Name | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.43 | 13 | 4,716 | 1.05 | 1,328 | 1.51 | 1,791 |
| CBS THIS MORNING | 2.61 | 10 | 3,587 | 0.60 | 758 | 0.90 | 1,064 |
| GOOD MORNING AMERICA | 3.46 | 14 | 4,667 | 0.90 | 1,143 | 1.36 | 1,611 |
TODAY averaged 4.716 million total viewers, beating GMA by +49,000 and CBS THIS MORNING by +1.129 million
- This is the first total viewer win for TODAY, excluding Olympics, since the week of June 18, 2012
- TODAY was #1 in total viewers for 3 days last week (Mon, Tue, Wed) for the first non -Olympic week since the week of June 25, 2012
- During the breaking news of the Brussels terror attack on Tuesday, March 22, TODAY had a +693,000 total viewer win over GMA, the largest non-Olympic single day total viewer win vs. GMA since March 6, 2012.
TODAY averaged 1.791 million A25-54 viewers, outperforming GMA by +180,000 (+11%) and CBS THIS MORNING by +727,000 (+68%)
- TODAY has been #1 among A25-54 viewers for 13 consecutive weeks and 29 of the last 30 weeks
- TODAY won 4 mornings in A25-54, increasing its season-to-date total to 113 daily wins out of 126 rated broadcast days
TODAY averaged 1.328 million A18-49 viewers, +185,000 (+16%) more than GMA and +570,000 (+75%) higher than CBS
- Among A18-49 viewers, TODAY has now posted 33 consecutive wins and has been #1 in 39 of the last 41 weeks and 50 of the last 54 weeks
- TODAY hit a four-week high in its A18-49 lead over GMA
- TODAY won 4 mornings and has now secured 121 daily A18-49 wins season-to-date out of 126 rated broadcast days
For the week of 3/21/2016, GMA viewership fell by double-digits YoY across all key measures while TODAY saw YoY growth
- In P2+, TODAY was up +1% (+53,000) with GMA down -14% (-742,000) and CBS up +10% (+311,000)
- In A25-54, TODAY was up +1% (+16,000) with GMA down -17% (-324,000) and CBS up +8% (+79,000)
- In A18-49, TODAY was up +1% (+9,000) with GMA down -13% (-178,000) and CBS up +5% (+34,000)
*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 was also the number-one morning news show for the first quarter of 2016, topping GMA by 154,000 in the key demo A25-54. This is the second consecutive quarterly win for TODAY in the key demo, the first back-to-back victory since 2012. TODAY also posted its narrowest quarterly total viewer gap with GMA since the third quarter 2012. TODAY was the number-one morning show in A18-49 for the quarter.
For the quarter, TODAY has radically cut its total viewer gap with GMA by 69% (400,000) versus the first quarter last year.
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