TODAY Tops GMA in Key A25-54 and A18-49 Demos

By: Jul. 10, 2018
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TODAY Tops GMA in Key A25-54 and A18-49 Demos

TODAY is the number-one morning show, topping ABC's "Good Morning America" among the key A25-54 and A18-49 demos. TODAY has now won 132 consecutive weeks in the A25-54 news demo, its best streak in six years, while improving its advantage over GMA by four times compared to the prior week. TODAY has also won 151 weeks out of 152 in A18-49, posting its best lead over GMA in three weeks, and also improved its total viewers margin vs. GMA by 40% week-over-week.

Season to date, TODAY remains the top morning show among both key demos, leading GMA by 11% in A25-54 and 16% in A18-49. It has also narrowed the total viewer gap vs. GMA this season by 68% year-over-year.

Given the holiday week, TODAY was rated for four out of the five days last week. GMA was also rated four days and "CBS This Morning" was rated just two days.

TODAY HIGHLIGHTS:

Net HH
Rtg		 HH
Shr		 P2+
Imps		 P18-49
Rtg		 P18-49
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 2.55 11 3,490 0.63 807 0.94 1,129
CBS THIS MORNING 2.14 9 2,937 0.39 502 0.57 693
GOOD MORNING AMERICA 2.68 12 3,665 0.56 727 0.85 1,031

TODAY averaged 1.129 million A25-54 viewers, leading GMA by +98,000 (+9%) and CBS THIS MORNING by +436,000 (+63%)

  • TODAY has now ranked #1 among A25-54 viewers for 132 consecutive weeks (best streak in almost six years) and 148 of the last 149 weeks
  • TODAY's demo lead over GMA was more than four times higher than prior week while its advantage over CBS increased by 8%
  • TODAY delivered a 0.94 A25-54 rating, +0.09 points ahead of GMA and +0.37 points more than CBS

TODAY averaged 807,000 A18-49 viewers, +79,000 (+11%) ahead of GMA and +305,000 (+61%) higher than CBS

  • TODAY has been #1 among A18-49 viewers in 151 of the last 152 weeks
  • TODAY posted its best A18-49 lead over GMA in three weeks
  • Week-over-week, TODAY's A18-49 lead over CBS improved by 9%
  • TODAY delivered a 0.63 A18-49 rating, +0.07 points more than GMA and +0.24 points better than CBS

TODAY averaged 3.490 million total viewers, leading CBS THIS MORNING by +553,000 (+19%)

  • The total viewer gap between TODAY and GMA narrowed by 40% week-over-week and by 24% compared to the same week last season

SEASON-TO-DATE

TODAY ranks #1 among A25-54 viewers

  • Leads GMA by +152,000 (+11%) and CBS by +561,000 (+62%)

TODAY ranks #1 among A18-49 viewers

  • Leads GMA by +147,000 (+16%) and CBS by +422,000 (+63%)

TODAY leads CBS by +738,000, 10% higher than last season



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