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NBC's TODAY is No. 1 in Key Demo Again; Shrinks Viewer Gap with 'GMA'

NBC News' TODAY was the number-one morning show again last week in the key A25-54 demo, while continuing to shrink the total viewer gap with ABC's "Good Morning America." TODAY has now held the top spot in the key demo for eight broadcast months, winning 32 out of the last 33 weeks among A25-54. TODAY was also the number-one morning show across the board last Wednesday with a win in both total viewers and the demo, marking its 12th outright daily win in the last 12 weeks. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of April 11, TODAY topped GMA by 183,000 in A25-54 and by 148,000 in A18-49. Versus the same week last year, TODAY cut its total viewer gap with GMA by 71% (-164,000 last week vs. -575,000 a year ago). GMA had a 17% loss in the key demo and 10% loss in total viewers this season, year over year.

*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 HIGHLIGHTS:

WEEK OF APRIL 11

On Wednesday, TODAY finished #1 across the board in total viewers (+36,000 vs. GMA), A25-54 viewers (+321,000), and A18-49 viewers (+233,000)

For the 4thconsecutive week, TODAY has posted at least one across-the-board daily win (6 in total).
TODAY now has 12 across-the-board victories in 2016-to-date.
TODAY averaged 1.822 million A25-54, topping GMA by +183,000 (+11%) and CBS THIS MORNING by +740,000 (+68%)

TODAY has been #1 among A25-54 viewers for 16 consecutive weeks and 32 of the last 33 weeks.
TODAY delivered a 1.53 A25-54 rating, +0.15 points ahead of GMA and +0.62 points more than CBS
TODAY averaged 1.363 million among A18-49, +148,000 (+12%) more than ABC and +578,000 (+74%) higher than CBS

Among A18-49 viewers, TODAY has now posted 36 consecutive wins and has been #1 in 42 of the last 44 weeks
TODAY had its best A18-49 delivery since the week March 5, 2016
TODAY's 1.07 A18-49 rating led GMA by +0.11 points and CBS by +0.45 points
TODAY averaged 4.703 million total viewers, leading CBS THIS MORNING by +953,000 (+25%)

TODAY has closed to within 200,000 viewers of GMA in 5 of the last 6 weeks
Compared to the same week last season:

TODAY narrowed the total viewer gap by 71% (-164,000 last week vs. -575,000 a year ago)
TODAY posted a 227,000 viewer turnaround in its A25-54 advantage vs. GMA (+183,000 win last week vs. a -44,000 loss a year ago)
TODAY improved its A18-49 advantage over GMA by 377% (+148,000 lead last week vs. a +31,000 win a year ago)
TODAY was up +1% in both total viewers (+54,000) and A18-49 viewers (+10,000) week-to-week.

GMA is down double-digits in the key demo and total viewers season to date versus a year ago and versus the same week last year.

GMA is down -14% in A25-54 and -8% in total viewers versus the same week last year.
GMA is down -17% in A25-54 and -10% in total viewers season to date, versus a year ago
Season-to-date, TODAY ranks as the #1 morning news show among A25-54 and A18-49 viewers

TODAY averages 1.834 million A25-54 viewers, leading GMA by +8% (+141,000) and CBS by +71% (+760,000). TODAY's A25-54 advantage over GMA represents a 284,000 viewer turnaround from a -143,000 deficit at this point last season.
In A18-49, TODAY averages 1.383 million and tops GMA by +15% (+182,000) and CBS by +80% (+614,000). TODAY's A18-49 lead over GMA has improved by 167,000 viewers from last season's +15,000 lead.
Among total viewers, the gap between TODAY and GMA is 61% narrower than last season (-237,000 season-to-date versus a -605,000 deficit at this time last season).



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