TODAY Posts Best Ratings in a Month

TODAY Posts Best Ratings in a Month

NBC News' TODAY was the number-one morning show last week, topping ABC's GOOD MORNING AMERICA in the key A25-54 demo. For 146 straight weeks, TODAY has won A25-54, delivering its best streak in over six years. TODAY also saw its best deliveries in total viewers, A25-54 and A18-49 in a month. On Friday, TODAY topped GMA by 260,000 total viewers and 404,000 A25-54 viewers. Additionally, week over week TODAY posted more total viewer growth than both GMA and CBS combined.


Program P25-54
TODAY 1.18 1,419 0.79 1,021 4,012
CBS THIS MORNING 0.66 791 0.45 579 3,068
GOOD MORNING AMERICA 1.00 1,203 0.72 922 4,155

TODAY averaged 1.419 million A25-54 viewers, leading GMA by +216,000 (+18%) and CBS THIS MORNING by +628,000 (+80%)

  • TODAY has now ranked #1 among A25-54 viewers for 146 consecutive weeks (best streak in six years) and 162 of the last 163 weeks
  • TODAY posted four-week highs in A25-54 viewership and advantages over both GMA and CBS
  • TODAY has topped GMA by at least 150,000 A25-54 viewers in each of the last nine weeks
  • Week-over-week, TODAY added the most A25-54 viewers (+59,000, or +4%)
  • Compared to the same week last season, TODAY more than doubled its A25-54 lead over GMA (143% higher) and increased its advantage over CBS by 13%

TODAY averaged 1.021 million A18-49 viewers, +99,000 (+11%) ahead of GMA and +442,000 (+76%) higher than CBS

  • TODAY had its biggest A18-49 delivery in four weeks, best lead over GMA in three weeks, and widest advantage over CBS since the Pyeongchang Olympics (week of 2/19/2018)
  • Week-over-week, TODAY added the most A18-49 viewers (+53,000, or +5%) and posted double-digit increases in its advantages over GMA (32% higher) and CBS (11% higher)

TODAY averaged 4.012 million total viewers, leading CBS THIS MORNING by +944,000 (+31%)

  • TODAY saw its highest total viewership and lead over CBS in four weeks
  • Week-over-week, TODAY added more total viewers (+156,000, or +4%) than GMA and CBS combined. TODAY also reduced GMA's total viewer lead by 37% vs. prior week.
  • Compared to the same week last season, TODAY increased its total viewer lead over CBS by 48%

SEASON-TO-DATE (9/24/2018-10/14/2018)

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

  • In A25-54, TODAY's lead vs. GMA is up 80% while its lead over CBS is up 12%

TODAY is posting its biggest season-to-date lead over CBS in three years

  • TODAY's total viewer advantage over CBS is up 76% vs. the same period last season (+897,000 vs. +511,000 last season)
  • TODAY's P2+ gap vs. GMA is 14% closer than the same period last season (-158,000 in the first three weeks of current season vs. -183,000 deficit last year)

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