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NBC's TODAY is No. 1 Morning Show; Tops GMA Again in Key Demo

NBC News' TODAY was the number-one morning show topping ABC's "Good Morning America" once again in the key demo A25-54. TODAY has now won 77 straight weeks in the key demo (93 of the last 94 weeks), its best streak in more than four years. TODAY more than doubled its A25-54 lead over GMA, an increase of 157% (+236,000 vs. +92,000) versus the same week last year.

For the third straight week, GMA posted an all-time key demo low. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has cut the total viewer gap with GMA by 20% season to date (-186,000 vs. -233,000 last season).


*Please note all three broadcasts had lower national clearances on Wednesday due to breaking news coverage of the Congressional baseball shooting in Alexandria, Va., and are based on four-day averages.

Net HH
TODAY 2.80 12 3,901 0.81 1,042 1.19 1,426
CBS THIS MORNING 2.34 10 3,214 0.46 594 0.69 832
GOOD MORNING AMERICA 3.02 13 4,088 0.67 860 0.99 1,190

For the week, TODAY averaged 1.426 million A25-54 viewers, topping GMA by +236,000 (+20%) and CBS by +594,000 (+71%)

  • TODAY has ranked #1 among A25-54 viewers for 77 consecutive weeks (best streak in over four years) and 93 of the last 94 weeks
  • Compared to the same week last year, TODAY more than doubled its A25-54 lead over GMA, an increase of 157% (+236,000 vs. +92,000 last year)
  • TODAY delivered a 1.19 A25-54 rating, +0.20 points ahead of GMA and +0.50 points more than CBS
  • For the third consecutive week, GMA set a new all-time low among A25-54 viewers. CBS saw its lowest demo since the week of 7/27/2015

TODAY averaged 1.042 million A18-49 viewers, +182,000 (+21%) more than GMA and +448,000 (+75%) higher than CBS

  • TODAY more than doubled its A18-49 lead over CBS versus the same week last season, improving by 153% (+182,000 vs. +72,000 last year)
  • TODAY's 0.81 A18-49 rating led GMA by +0.14 points and CBS by +0.35 points
  • GMA set a new all-time low in A18-49 viewers

TODAY averaged 3.901 million total viewers, leading CBS THIS MORNING by +687,000 (+18%)

  • TODAY's total viewer lead over CBS hit a five-month high (best since the week of 1/16/2017). TODAY's lead was up 13% week-to-week (+687,000 vs. 607,000 prior week).
  • TODAY reduced GMA's total viewer lead by 44% compared to the same week last season (-187,000 vs. -332,000 last year)

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