TODAY Beat GMA in the Key Demo A25-54 Monday and Wednesday of Last Week
TODAY Came Within a Slight 19k of GMA in the Key Demo for the Week
TODAY Cut the Key Demo Gap with GMA by a Giant 87% Vs. the Same Week Last Season
TODAY Continues as the #1 Morning News Show in A18-49
NEW YORK – August 27, 2015 – NBC’s TODAY continues to gain momentum, tightening the morning news ratings race and posting consistent wins. For the week of August 17, TODAY was the number-one morning show on Monday and Wednesday, topping GMA in the key demo A25-54. TODAY has now notched 48 daily wins in the key demo this year. For the week, TODAY came within just 19k A25-54 viewers of GMA.
TODAY continues to slash the gap with GMA by huge numbers in multiple measures. Versus the same week last season, TODAY closed the key demo viewer margin with GMA by a massive 87%. Season to date, TODAY cut the gap with GMA in both the key demo (by 14%) and total viewers (by 10%) versus the same period last season. Quarter to date versus the same period last year, TODAY narrowed the A25-54 gap with GMA by 86% and the total viewer gap by 28%.
This year, TODAY has posted multiple wins including the July sweep key demo win, seven weekly key demo wins and three daily total viewer wins. TODAY remains the number-one morning news program in A18-49 for the season and year.
TODAY HIGHLIGHTS:
Week of August 17
TODAY averaged 4.191 million total viewers, leading CBS This Morning by +28% (+919,000)
TODAY averaged 1.569 million A25-54 viewers, +74% (+672,000) ahead of CBS
- The A25-54 margin between TODAY and GMA (-19,000) was below 20,000 for the 2nd straight week and below 100,000 for the 3rd week in a row
- TODAY won two days in the demo (Monday and Wednesday), giving the program 48 daily A25-54 wins year-to-date
- TODAY delivered a 1.31 A25-54 rating, leading CBS by +0.51 points
TODAY averaged 1.185 million A18-49 viewers, topping GMA by +9% (+102,000) and CBS by +72% (+494,000)
- TODAY had its biggest weekly A18-49 advantage over GMA in four weeks
- TODAY’s 0.93 A18-49 rating was +0.08 points better than GMA and +0.39 points higher than CBS
The A25-54 viewer margin between TODAY and GMA was 87% closer than the same week last season
TODAY’s year-over-year margins with GMA are also narrower:
- In 3Q’15 by 28% in total viewers and 86% in A25-54 versus the same period in 3Q’14
- Season-to-date in both total viewers (by 10%) and A25-54 viewers (by 14%) versus the same period last season
TODAY saw across-the-board increases over its 3Q’15 average in total viewers (+2%, or +81,000), A25-54 viewers (+2%, or +36,000) and A18-49 viewers (+5%, or +59,000)
Week-to-week, TODAY posted a +25,000 gain in A18-49 viewers and increased its advantage over GMA by +65%
Season-to-date, TODAY is the #1 morning news program among A18-49 viewers
RATINGS DATA:
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.08 | 13 | 4,191 | 1.31 | 1,569 |
| CBS THIS MORNING | 2.40 | 10 | 3,272 | 0.80 | 957 |
| GOOD MORNING AMERICA | 3.52 | 14 | 4,722 | 1.33 | 1,588 |
TODAY.COM HIGHLIGHTS:
For the 14th straight month, TODAY.com reached more consumers than GMA on Yahoo. Over 31 million unique visitors turned to Today.com in July for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 22 consecutive months (29 out of the last 30), Today.com has reached more mobile consumers than GMA on Yahoo.
Additionally, TODAY.com’s mobile unique visitors have grown +31% over the last 12 months while GMA on Yahoo has declined -9% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to over 2.5x GMA on Yahoo’s mobile visitor number in July 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, Kathie Lee Gifford and Hoda Kotb are the anchors and hosts, 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
