‘TODAY’ Closes Ratings Gap With GMA In Total Viewers and Key Demo

NEW YORK – November 6, 2014 – NBC’s TODAY continues to gain momentum posing its largest total viewer and A25-54 viewer audiences in over five months (since the week of 5/19/2014).  TODAY closed the total viewer gap with GMA by double digits versus the same week last year (by 16%), and versus the season average (by 22%). TODAY also cut the key demo A25-54 gap with GMA, week-to-week (by 14%) and versus the season average (by a whopping 35%).  TODAY grew its deliveries across the board week-to-week.

TODAY posted the largest gains among the morning news shows versus 4Q’14 and season-to-date levels in total viewers (+219,000), A18-49 viewers (+84,000), and A25-54 viewers (+104,000). Year-to-date, TODAY places first in all 18-49 demo ratings.

**PLEASE NOTE – This press release does not contain information based on or compared to any Nielsen ratings data from March 2014 through September 2014, as Nielsen will be revising that data.  Therefore, no milestone or historical points are included in this release, as they will certainly change.  

TODAY HIGHLIGHTS:

• TODAY posts its biggest total viewer and A25-54 viewer audiences in over five months (since the week of 5/19/2014)
• TODAY added +9,000 total viewers versus the same week last year while cutting ABC’s lead by 16%
• Week-to-week, TODAY was up in total viewers (+181,000), A18-49 viewers (+112,000) and A25-54 viewers (+122,000).  Specifically among A25-54 viewers, TODAY reduced GMA’s lead by 14% compared to the prior week.
• TODAY posted the largest gains among the morning news shows versus 4Q’14/STD levels in total viewers (+219,000), A18-49 viewers (+84,000), and A25-54 viewers (+104,000).
• TODAY shrunk GMA’s lead in both total viewers (by 22%) and A25-54 (by 35%) versus the STD average
• TODAY also widened its leads over CBS by 19% in total viewers and 16% among A25-54 viewers versus STD levels
• Year-to-date, TODAY is #1 in all A18-49 ratings
• TODAY averaged 4.793 million total viewers for the week, leading CBS This Morning by +59% (+1.774 million)
• TODAY also saw its largest total viewer advantage versus CBS since the week 5/12/2014
• TODAY averaged 1.886 million A25-54 viewers for the week, beating CBS by +96% (+925,000)
• TODAY’s 1.6 A25-54 rating doubled CBS’s delivery (+100%, or +8 tenths)

RATINGS DATA:

Week of October 27

###

NBC’s TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, Jamie Horowitz is the SVP and general manager, and Don Nash is the executive producer.