TODAY Ties w/ GMA in Key Demo Rating for 1Q & Week of 3/25

NBC's TODAY continues to post short term and long term growth in the key demo A25-54. TODAY tied with GMA in A25-54 for the first quarter of 2013 as well as the most recent week of March 25. For the quarter, TODAY posted a 1.7 demo rating (1.98 million) and for the week, TODAY posted a 1.5 demo rating (1.833 million).

For the quarter, TODAY has narrowed the demo gap with GMA by 49% (49,000 viewers) versus the prior season-to-date average. GMA had its lowest A25-54 rating since the week of December 31, 2012.

TODAY HIGHLIGHTS:

1Q'13:

In rating A25-54, TODAY tied with GMA at 1.7 (1.98 million viewers), and topped CBS This Morning by +89% (+8 tenths).
TODAY was #1 in rating Adults 25-54 during 10 of 13 weeks in 1Q'13 (includes 9 ties)
TODAY averaged 4.715 million total viewers, -12% below Good Morning America, and +66% over CBS This Morning.

WEEK OF 3/25:

TODAY tied GMA in rating Adults 25-54 for the second straight week, and trailed by just -4,000 A25-54 viewers, a virtual tie, narrowing the gap for the fourth consecutive week.
TODAY had the narrowest A25-54 viewer gap with GMA since the week of January 28, 2013.
GMA had its lowest A25-54 rating since the week of December 31, 2012.
TODAY delivered 4.511 million total viewers -13% below Good Morning America, and +66% over CBS This Morning.

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

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