TODAY Wins Key A25-54 Demo for 137 Straight Weeks

By: Aug. 14, 2018
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TODAY Wins Key A25-54 Demo for 137 Straight Weeks

NBC News' TODAY was the number-one morning show last week, topping ABC's GOOD MORNING AMERICA in the key A25-54 and A18-49 demos. For 137 straight weeks, TODAY has won A25-54, delivering its best streak in six years. Among A18-49,TODAY has been number-one for 156 of the last 157 weeks. Week-over week, TODAY has grown in total viewers, delivering its best viewership in four weeks, and narrowed the gap vs. GMA by 32 %, its best in 11 weeks.

Season to date, TODAY remains the number-one morning show among the key A25-54 and A18-49 demos.

Net HH
Rtg		 HH
Shr		 P2+
Imps		 P18-49
Rtg		 P18-49
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 2.64 12 3,586 0.62 804 0.98 1,177
CBS THIS MORNING 2.12 10 2,866 0.40 512 0.59 707
GOOD MORNING AMERICA 2.76 13 3,736 0.57 738 0.90 1,088

TODAY HIGHLIGHTS:

TODAY averaged 1.177 million A25-54 viewers, leading GMA by +89,000 (+8%) and CBS THIS MORNING by +470,000 (+66%)

  • TODAY has now ranked #1 among A25-54 viewers for 137 consecutive weeks (best streak in six years) and 153 of the last 154 weeks
  • TODAY delivered a 0.98 A25-54 rating, +0.08 points ahead of GMA and +0.39 points more than CBS

TODAY averaged 804,000 A18-49 viewers, +66,000 (+9%) ahead of GMA and +292,000 (+57%) higher than CBS

  • TODAY has been #1 among A18-49 viewers in 156 of the last 157 weeks
  • TODAY delivered a 0.62 A18-49 rating, +0.05 points more than GMA and +0.22 points better than CBS
  • TODAY's A18-49 advantage over CBS improved by 6% week-over-week

TODAY averaged 3.586 million total viewers, leading CBS THIS MORNING by +720,000 (+25%)

  • TODAY's total viewership hit a four-week high, adding +42,000 viewers (+1%) compared to prior week and being the only morning news program to post a gain
  • TODAY saw its narrowest gap vs. GMA in 11 weeks, since the week of 5/21/2018
  • Week-over-week, TODAY reduced GMA's lead by nearly a third (32% lower) and increased its advantage over CBS by 16%
  • TODAY's total viewer advantage over CBS grew by 24% compared to the same week last season

SEASON-TO-DATE

TODAY ranks #1 among A25-54 viewers

  • Leads GMA by +144,000 (+11%) and CBS by +552,000 (+62%)

TODAY ranks #1 among A18-49 viewers

  • Leads GMA by +137,000 (+15%) and CBS by +409,000 (+63%)

TODAY leads CBS by +736,000, 14% higher than last season



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