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NBC's TODAY is No. 1 Morning Show for 21 Months

NBC News' TODAY was the number-one morning show for the month of May topping ABC's "Good Morning America" once again in the key demo A25-54. TODAY has now won 21 straight months in the key demo (74 straight weeks), its best streak in more than four years. TODAY also posted its biggest total viewer delivery in three weeks. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has grown its A25-54 advantage over GMA by 42%, season to date versus last season. TODAY has also cut the total viewer gap with GMA by 18% season to date (-188,000 vs. -228,000 last season).


MAY 2017

TODAY has won 21 consecutive months (and 22 of the last 23) among A25-54 viewers

  • TODAY averaged 1.531 million A25-54 viewers, +15% (+198,000) higher than GMA and +55% (+545,000) more than CBS
  • TODAY averaged 1.531 million A25-54 viewers, +15% (+198,000) higher than GMA and +55% (+545,000) more than CBS
  • This was TODAY's biggest monthly A25-54 win over GMA since December 2016 (five month high)
  • TODAY's lead over GMA was up 20% versus April (+198,000 vs. +165,000 prior month) and up 6% compared to May 2016 (+198,000 vs. +187,000 last year)

TODAY has been #1 among A18-49 viewers for 26 straight months

  • TODAY averaged 1.1635 million A18-49 viewers, leading GMA by +19% (+182,000) and CBS by +60% (+427,000)
  • TODAY posted its largest monthly A18-49 lead over GMA since December 2016
  • Versus GMA, TODAY improved its A18-49 lead month-to-month (by 5%) and compared to May 2016 (by 14%)

TODAY averaged 4.126 million total viewers, topping CBS by +15% (+531,000)

  • TODAY improved its total viewer lead over CBS by 26% month-to-month
  • TODAY narrowed its total viewer gap vs. GMA for the third consecutive month


Please note CBS THIS MORNING is based on a three day average (retitled on Monday and Friday).

Net HH
TODAY 2.96 12 4,121 0.89 1,145 1.28 1,534
CBS THIS MORNING 2.61 10 3,592 0.52 667 0.79 951
GOOD MORNING AMERICA 3.16 13 4,346 0.73 941 1.09 1,315

TODAY averaged 1.534 million A25-54 viewers, outperforming GMA by +210,000 (+16%) and CBS by +537,000 (+56%)

  • TODAY has ranked #1 among A25-54 viewers for 74 consecutive weeks (best streak in over four years) and 90 of the last 91 weeks
  • TODAY added the most demo viewers week-to-week (up +33,000)
  • TODAY delivered a 1.28 A25-54 rating, +0.19 points ahead of GMA and +0.49 points more than CBS

TODAY averaged 1.145 million A18-49 viewers, +204,000 (+22%) more than GMA and +478,000 (+72%) higher than CBS

  • Week-to-week, TODAY again saw the biggest gain in A18-49 viewers (+28,000) and improved its lead over GMA by 7% and CBS by 13%
  • TODAY's 0.89 A18-49 rating led GMA by +0.16 points and CBS by +0.37 points

TODAY averaged 4.121 million total viewers, leading CBS THIS MORNING by +529,000 (+15%)

  • TODAY increased by +43,000 total viewers week-to-week, reaching a three- week high


TODAY ranks #1 among A25-54 viewers and A18-49 viewers

  • TODAY's A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 42% vs. last season while its A18-49 lead over GMA has improved by 10%

TODAY's total viewer gap vs. GMA has been reduced by 18% (-188,000 vs. -228,000 last season)

TODAY DIGITAL HIGHLIGHTS: TODAY reached more consumers than GMA on Yahoo with over 33.2 million unique visitors turning to TODAY.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 40 consecutive months (49 out of the last 50), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com has gone from parity in mobile unique visitors in September 2013 to delivering more than 3x GMA on Yahoo's mobile visitor number in April 2017.

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