TODAY Posts Closest A25-54 Viewer Gap with GMA in Nearly Two Months

NBC's TODAY continues to post long term growth in total viewers and the key demo A25-54. For the week of March 18, TODAY posted a 2.1 rating in A25-54 (1.9 million) tying with GMA for first place. TODAY delivered 4.723 million total viewers for the week. TODAY posted its closest A25-54 viewer gap (-18k) with GMA in nearly two months - since week of January 28th. TODAY posted its narrowest total viewer gap with GMA this year - since the week of December 31, 2012 (TODAY trailed GMA by only -7% (-355k) in total viewers). TODAY has consistently narrowed the total viewer gap for the last four weeks. TODAY posted more total viewer growth than GMA and CBS combined for the week.

TODAY Highlights, Week of March 18:

WEEKLY INSIGHTS:

• TODAY posted closest A25-54 viewer gap (-18k) with GMA in nearly two months - since week of January 28th

• TODAY posted its narrowest total viewer gap THIS YEAR - since the week of December 31, 2012 (TODAY trailed GMA by -7% (-355k) in total viewers)

• TODAY has tied GMA in rating Women 25-54 for two straight weeks

• TODAY has consistently narrowed the P2+ gap for the last four weeks

• TODAY increased +12% week-to-week in total viewers during this second week of Daylight Saving Time, while CBS This Morning grew +7% and GMA by just +1%. Among Adults 25-54, TODAY was up +5% to GMA's +1% gain.

TODAY II (9 a.m. hour) and TODAY III (10 a.m. hour) Highlights:

TODAY II

TODAY II averaged 3.110 million total viewers:
+20% (+516,000) more than The View;
+26% (+637,000) more than The Talk
+30% (+717,000) more than The Chew
TODAY II averaged a 0.9 Adults 25-54 rating:
+27% (+2 tenths) more than The View and The Talk
+50% (+3 tenths) more than The Chew
TODAY II topped CBS This Morning in total viewers (+12%, or +334,000) and in key demo ratings:
+29% in rating Women 18-49
+17% in rating Adults 18-49
+9% in rating Women 25-54
Tied in rating Adults 25-54

TODAY III

TODAY III had its best delivery since the week of February 25, 2012. Week-to-week the program was up +5% (+87,000) in total viewers, up +1 tenth in both Women/Adults 18-49. TODAY III also tied CBS This Morning in rating Women 18-49.
TODAY III averaged 1.963 million total viewers and a 0.6 Adults 25-54 rating
Rebroadcasts of TODAY III averaged an additional 604,000 total viewers

Don Nash is the executive producer of TODAY (Monday-Friday, 7-11 a.m.).

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