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NBC's TODAY is No. 1 in Key Demo for 75 Weeks

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 75 straight weeks in the key demo (91 of the last 92 weeks), its best streak in more than four years. TODAY was also the number-one morning show outright last Thursday beating GMA in total viewers and all demos. Versus last year, GMA was down the most in total viewers (-12%) while CBS was down the most in the key demo (-15%). GMA posted its lowest Demo delivery of all time.

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 39%, season to date versus last season. TODAY has also cut the total viewer gap with GMA by 18% season to date (-187,000 vs. -228,000 last season).


*Please note all three programs were retitled on Monday due to the Memorial Day holiday and are based on four-day averages.

Net HH
TODAY 2.86 12 3,948 0.88 1,128 1.23 1,483
CBS THIS MORNING 2.47 10 3,398 0.52 667 0.75 904
GOOD MORNING AMERICA 2.99 12 4,082 0.70 902 1.04 1,247

TODAY finished #1 across-the-board on Thursday morning, leading GMA by +12,000 total viewers, +255,000 A25-54 viewers, and +240,000 A18-49 viewers

For the week, TODAY averaged 1.483 million A25-54 viewers, topping GMA by +236,000 (+19%) and CBS by +579,000 (+64%)

  • TODAY has ranked #1 among A25-54 viewers for 75 consecutive weeks (best streak in over the four years) and 91 of the last 92 weeks
  • TODAY increased its A25-54 lead over GMA by 17% week-to-week, hitting it highest mark in 10 weeks (since the week of 3/20/2017)
  • TODAY ranked #1 in A25-54 on all four mornings the programs were rated
  • TODAY delivered a 1.23 A25-54 rating, +0.19 points ahead of GMA and +0.48 points more than CBS
  • GMA posted its lowest demo average of all-time.

TODAY averaged 1.128 million A18-49 viewers, +226,000 (+25%) more than GMA and +461,000 (+69%) higher than CBS

  • This represents TODAY best A18-49 advantage over GMA since the week of 4/10/2016 (a seven-week high)
  • TODAY improved its A18-49 advantages over GMA compared to prior week (up 11%) and the same week last year (up 18%)
  • TODAY's 0.88 A18-49 rating led GMA by +0.18 points and CBS by +0.36 points

TODAY averaged 3.948 million total viewers, leading CBS THIS MORNING by +550,000 (+16%)

  • TODAY's reduced GMA's total viewer lead by 40% week-to-week and by 47% versus the same week last season
  • GMA had its lowest P2+ since week of 8/15/2016


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

  • TODAY A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 39% vs. last season while its A18-49 lead over GMA has improved by 9%

TODAY's total viewer gap vs. GMA has been reduced by 18% (-187,000 vs. -228,000 last season)

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