TODAY Ties GOOD MORNING AMERICA in Key Demo
By: Tyler Peterson May. 16, 2013
For the week of May 6-12, NBC's "Today" posted a 1.8 rating in the key demo A25-54 tying with GMA. This was "Today's" best delivery in the demo since February 13, 2013. Year-to-date, "Today" has narrowed the gap with GMA by 52% (51,000) versus the prior season-to-date average. "Today" has been No. 1 in rating A25-54 for 14 out of 19 weeks (including 13 ties), year-to-date.
TODAY Highlights:- TODAY averaged 4.905 million total viewers and 2.097 million A25-54 viewers.
- In rating A25-54, TODAY tied GMA (both at 1.8) and topped CBS This Morning by +100% (+9 tenths).
- TODAY posted its best Adult 25-54 rating (1.8) since the week of Feb 18, 2013
- In A25-54, TODAY's 2.097 million virtually tied GMA's 2.127 million (-30,000 viewers).
- Year to date, TODAY has narrowed the gap with GMA by 52% (51,000) versus the prior STD average (9/24/12-12/30/12).
- TODAY had its eighth consecutive win in Adults 18-49 (includes 4 ties).
- Year-to-date TODAY was #1 in rating Adults 25-54 during 14 of 19 weeks (includes 13 ties).
- TODAY was #1 in rating Women 25-54 (12 weeks), Women 18-49 (15 weeks) and Persons 18-49 (17 weeks) during 2013-to-date.
- TODAY II (3.015 million total viewers, 1.0 A25-54 rating) posted week-to-week gains of +206,000 total viewers and +2 tenths in W/A25-54 demos, halting a two-week slide.
- Versus 2Q'13-to-date levels, TODAY II was up +1 tenth in A25-54.
- Boosted by solid week-to-week growth in W18-49 (+3 tenths) and W25-54 (+2 tenths), TODAY III (1.976 million total viewers, 0.7 A25-54 rating) saw across-the-board gains versus its year ago, prior week, and 2Q'13-to-date averages.
- Among younger viewers (W/M/A18-49) and the key A25-54 demo, The Hour outperformed The Talk and The Chew and tied with The View during the week.Don Nash is the executive producer of TODAY (Monday-Friday, 7-11 a.m.).
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