TODAY Has Been the #1 Morning Show in the Key Demo A25-54 for 2 Weeks Straight and 3 out of 5 Weeks
TODAY Posted Its First Non-Olympic Consecutive Wins Since January 2013
TODAY Was Neck-and-Neck with GMA in the Key Demo for the May Sweep
TODAY Cut GMA’s Demo Lead in Half Vs. May Sweep 2014
TODAY Cut GMA’s Total Viewer Lead in Half Vs. Same Week Last Year and By a Quarter Vs. Last May
TODAY Has Been the #1 Morning News Show in A18-49 For 21 Straight May Sweeps
NEW YORK – May 29, 2015 – NBC’s TODAY was the #1 morning show in the key demo A25-54 for the second straight week, beating Good Morning America for three out of the last five weeks. The win marks TODAY’s first back-to-back demo victories since the 2014 Sochi Olympics, and first non-Olympic consecutive wins since January 2013. TODAY was also neck-and-neck with GMA for the May sweep, coming within 55k in the key demo, the closest margin since TODAY’s May 2012 win.
For the week of May 18, TODAY posted its biggest A25-54 victory over GMA since Sochi, and its largest daily win (+278k on Thursday) since September 5, 2014. TODAY has posted 26 daily demo wins (including the three weekly wins) and a total viewer win since the start of the year.
TODAY closed the total viewer gap with GMA by a giant 49% versus the same week last year. Versus the 2Q’15-to-date averages, TODAY was the only morning show to post across-the-board growth.
For the 2015 May sweep, TODAY narrowed the key demo gap with GMA by a whopping 48% versus last May. TODAY also cut the total viewer gap with GMA by 25% versus May 2014.
TODAY has been the number-one morning show in A18-49 for 21 consecutive May sweeps. TODAY also remains first in A18-49 for the season.
TODAY HIGHLIGHTS:
WEEK OF MAY 18
TODAY finished #1 in A25-54 for the 2nd straight week and 3rd time in the last 5 weeks
First back-to-back demo wins since the Sochi Olympics, a first non-Olympic consecutive wins since January 2013
TODAY averaged 1.829 million A25-54 viewers, leading GMA by +4% (+70,000) and CBS this Morning by +83% (+827,000)
- This was TODAY’s largest demo win over GMA since week #2 of the Sochi Olympics
- Thursday’s A25-54 gap vs. GMA (+278k) was TODAY’s biggest daily demo win since September 5, 2014
- TODAY delivered a 1.53 A25-54 rating, +0.06 more than GMA and +0.69 higher than CBS
- TODAY topped GMA by +278,000 A25-54 viewers on Thursday and +256,000 A25-54 viewers on Friday
- TODAY has now posted 26 daily A25-54 wins over GMA in calendar 2015
TODAY averaged 1.420 million A18-49 viewers, +17% (+209,000) more than GMA and +99% (+708,000) ahead of CBS
- This was TODAY’s biggest A18-49 viewer win over GMA in over a year (week of 2/24/2014 which followed the Sochi Olympics)
- TODAY had its largest A18-49 audience in five weeks
- TODAY’s 1.12 A18-49 rating led GMA by +0.17 and CBS by +0.56
TODAY averaged 4.756 million total viewers, +37% (+1.274 million) ahead of CBS
- TODAY grew its total viewer advantage over CBS for the second week in a row, posting its largest gap since the week of 3/23/2015
TODAY reduced GMA’s leads:
- Versus the same week last year in total viewers by 49%
- Compared to the 2Q’15-to-date average in total viewers by 24%
TODAY increased its gaps over GMA:
- Week-to-week in A18-49 (by 32%) and A25-54 (by 4%)
- Versus the 2Q’15-to-date average in A18-49 (by 194%)
Compared to the 2Q’15-to-date average, TODAY was the only broadcast to post gains in total viewers (+1%, or +26,000), A18-49 viewers (+3%, or +37,000), and A25-54 viewers (+2%, or +33,000)
Season-to-date, TODAY is the #1 morning news program among A18-49 viewers (1.449 million), leading GMA by +2% and more than doubling CBS by +101%
MAY 2015 SWEEP
TODAY averaged 4.747 million total viewers, leading CBS by +1.125 million
- TODAY reduced GMA’s total viewer lead by 25% compared to May 2014
TODAY averaged 1.793 million A25-54 viewers, leading CBS by +754,000
- TODAY cut GMA’s demo lead by 48% versus May 2014
TODAY was #1 with 1.378 million A18-49 viewers, +81,000 higher than GMA and +633,000 more than CBS
- This represents TODAY’s 21st consecutive May sweep victory in A18-49 and our biggest May gap vs. GMA in 3 years
RATINGS DATA:
WEEK OF MAY 18
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.47 | 13 | 4,756 | 1.12 | 1,420 | 1.53 | 1,829 |
| CBS THIS MORNIING | 2.51 | 10 | 3,482 | 0.56 | 712 | 0.84 | 1,002 |
| GOOD MORNIING AMERICA | 3.78 | 15 | 5,117 | 0.95 | 1,211 | 1.47 | 1,759 |
MAY 2015 SWEEP
| Net | LS P2+ Imps |
LS W18-49 Rtg |
LS M18-49 Rtg |
LS P18-49 Rtg |
LS P18-49 Imps |
LS W25-54 Rtg |
LS M25-54 Rtg |
LS P25-54 Rtg |
LS P25-54 Imps |
| TODAY | 4,747 | 1.49 | 0.68 | 1.09 | 1,378 | 2.00 | 0.98 | 1.50 | 1,793 |
| CBS THIS MORNING | 3,622 | 0.66 | 0.52 | 0.59 | 745 | 0.94 | 0.80 | 0.87 | 1,039 |
| GMA | 5,206 | 1.44 | 0.60 | 1.02 | 1,297 | 2.07 | 1.00 | 1.55 | 1,848 |
TODAY.COM HIGHLIGHTS:
For the 11th straight month, Today.com reached more consumers than Goodmorningamerica.com on Yahoo. Over 30 million unique visitors turned to Today.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 19 consecutive months (26 out of the last 27), Today.com has reached more mobile consumers than Goodmorningamerica.com on Yahoo.
Additionally, Today.com’s mobile unique visitors have grown +90% over the last 12 months while Goodmorningamerica.com on Yahoo has remained flat for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 3x Goodmorningamerica.com on Yahoo’s mobile visitor number in April 2015.
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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, Noah Oppenheim is the SVP and Executive in Charge, and Don Nash is the executive producer.
For more information contact:
Megan Kopf Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205
