TODAY Has Posted Its 3rd Back-to-Back Key Demo Win in 4 Months
TODAY Has Won 9 Weeks in the Key Demo this Year
Year Over Year, TODAY Has Dramatically Cut the Key Demo and Total Viewer Gaps with GMA
TODAY Continues as the #1 Morning News Show in A18-49
NEW YORK – September 17, 2015 – NBC’s TODAY was once again the number-one morning show last week in the key demo A25-54, marking two straight weeks in first place and beating Good Morning America for nine weeks this year. This is the third time in four months that TODAY has won two straight weeks in the key demo.
TODAY is now significantly narrowing the year-over-year gaps with GMA. Season to date, TODAY has cut the key demo gap by 20% and the total viewer gap by 11% versus the same period last season. For the quarter, TODAY has cut the key demo gap with GMA by a giant 89% and the total viewer gap by 27% versus the same period last year.
TODAY closed the total viewer gap with GMA by 23% versus the same week last year. In the key demo, TODAY scored a 102% turnaround from last year’s -219k demo gap to a +5k viewer victory last week.
This year, TODAY has posted multiple wins including the July sweep key demo win, nine 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 September 7
TODAY posted its 9th weekly A25-54 victory of 2015, and its 3rd set of back-to-back demo wins this year
TODAY was #1 with 1.732 million A25-54 viewers, leading GMA by +5,000 and CBS This Morning by +771,000 (+80%)
- TODAY delivered both its biggest A25-54 audience and margin over CBS in three months (since the week of 6/1/2015)
- This was TODAY’s 9thweekly A25-54 win of calendar 2015 as well as its 3rdset of back-to-back wins this year
- TODAY’s 1.46 A25-54 rating was +0.01 points higher than GMA and +0.65 points more than CBS
TODAY averaged 1.329 million A18-49 viewers, topping GMA by +158,000 (+14%) and CBS by +628,000 (+90%)
- TODAY posted its biggest A18-49 audience since the week of 5/18/2015 and its widest lead over CBS since the week of 6/22/2105
- TODAY delivered a 1.05 A18-49 rating, leading GMA by +0.13 point and CBS by +0.50 points
TODAY averaged 4.544 million total viewers, +1.198 million (+36%) better than CBS
- This was TODAY’s largest total viewer delivery since the week of 6/1/2015 and widest margin over CBS since the week of 6/22/2015
Week-to-week, TODAY posted across-the-board gains in total viewers (+5%, or +221,000), A25-54 viewers (+5%, or +82,000), and A18-49 viewers (+5%, or +63,000)
TODAY posted the biggest demo growth versus 3Q’15 levels, rising by double-digits among both A25-54 viewers (+11%, or +175,000) and A18-49 viewers (+15%, or +172,000)
- As result, TODAY also improved by +9% (+386,000) in total viewers versus the quarter average
For the week, TODAY saw closer margins with GMA:
- Versus the same week last season in total viewers (by 23%) while also scoring a 102% turnaround in A25-54 — from last year’s -219,000 loss to a +5,000 viewer victory last week
TODAY’s year-over-year margins with GMA are also narrower:
- In 3Q’15 by 27% in total viewers and 89% in A25-54 versus the same period in 3Q’14
- Season-to-date in both total viewers (by 11%) and A25-54 viewers (by 20%) versus the same period last season
Season-to-date, TODAY is the #1 morning news program among A18-49 viewers, outperforming GMA by +3% (+45,000) and CBS by +96% (+670,000)
RATINGS DATA:
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.37 | 13 | 4,544 | 1.05 | 1,329 | 1.46 | 1,732 |
| CBS THIS MORNING | 2.46 | 10 | 3,346 | 0.55 | 701 | 0.81 | 961 |
| GOOD MORNING AMERICA | 3.64 | 15 | 5,023 | 0.92 | 1,170 | 1.45 | 1,727 |
TODAY.COM AND SOCIAL MEDIA HIGHLIGHTS:
For the 15th straight month, Today.com reached more consumers than GMA on Yahoo. Over 35.6 million unique visitors turned to Today.com in August for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 23 consecutive months (30 out of the last 31), Today.com has reached more mobile consumers than GMA on Yahoo.
Additionally, Today.com’s mobile unique visitors have grown +60% over the last 12 months while GMA on Yahoo has grown +26% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to over 3x GMA on Yahoo’s mobile visitor number in August 2015.
TODAY also continues to top GMA’s fan base on Facebook with 4.77 million fans for TODAY versus 4.44 million for GMA, as of August 2015. TODAY’s Facebook fan base grew by 38k fans in August compared to the 31k fans GMA added, and TODAY generated 7.1 million interactions with fans compared to just 4.1 million for GMA.
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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
