‘TODAY’ WINS THE WEEK IN DEMO

TODAY Has Been the #1 Morning Show in the Key Demo A25-54 for 18 out of the Last 19 Weeks

TODAY Posts Its Biggest Key Demo and Total Viewer Audiences in More than a Month

TODAY Has Cut the Total Viewer Gap with GMA in Half Vs. the Same Period Last Season

GMA Is the Only Morning Show Down Double Digits In Both the Key Demo and Total Viewers for the Season and Vs. the Same Week Last Year

Season to Date, TODAY is the #1 Morning Show in Both A25-54 and A18-49

NEW YORK – January 14, 2016 – TODAY was once again the number-one morning show in the key demo A25-54, beating Good Morning America for 18 out of the last 19 weeks. TODAY is also the number-one morning show in both A25-54 and A18-49 for the season.

For the week of January 4, TODAY topped GMA by 138k in A25-54 and continued as the number-one morning show in A18-49. TODAY won the first 5 rated days of the 2016 calendar year in the demo. TODAY delivered its best key demo delivery since the week of 11/30/15 and its biggest total viewer audience since the week of 11/23/15.

Season to date, TODAY has radically cut its total viewer gap with GMA by 50% (a whopping 318k) versus the same period last season. GMA is the only morning show down double digits, suffering an 18% loss in the key demo and a 10% loss in total viewers, season to date and versus the same week last year.

*Please note: As of 12/28/15, Nielsen national ratings are based on an expanded sample known as “NPX,” which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample — so year-to-year and other comparisons are versus pre-NPX data.

TODAY HIGHLIGHTS: 

Week of January 4

TODAY averaged 1.881 million A25-54 viewers, outperforming GMA by +138,000 (+8%) and CBS This Morning by +690,000 (+58%)

• TODAY has now won 18 of the last 19 weeks among A25-54 viewers
• TODAY had its best A25-54 delivery since the week of 11/30/2015 and its widest advantages over both GMA and CBS in three weeks
• TODAY won all five mornings of the week in the demo and has now posted 64 daily A25-54 wins this season.
• TODAY delivered a 1.58 A25-54 rating, leading GMA by +0.11 points and CBS by +0.58 points

TODAY averaged 1.440 million A18-49 viewers, +145,000 (+11%) ahead of GMA and +563,000 (+64%) more than CBS

• TODAY hit a seven-week high in A18-49 delivery and posted its biggest gap over CBS since the week of 12/7/2015
• TODAY’s 1.14 A18-49 rating led GMA by 0.12 points and CBS by +0.45 points

TODAY averaged 4.805 million total viewers, leading CBS by 935,000 (+24%)

• This was TODAY’s biggest total viewer audience since the week of 11/23/2015 (Thanksgiving Week)
• TODAY has finished within 300,000 total viewers of GMA in 8 of the last 10 weeks

GMA is the only morning show down double digits in both the key demo and total viewers for the season and versus the same week last year.

• GMA is down -18% in A25-54 and -10% in total viewers for the season
• GMA is down -18% in A25-54 and -10% in total viewers versus the same week last year

Compared to the same week last season, TODAY’s demo wins saw turnarounds in both A25-54 (by 349,000 viewers) and A18-49 (by 252,000 viewers) and a reduction of the total viewer gap by 51% (-290,000 last week vs. -595,000 a year ago)

TODAY posted the biggest week-to-week increases in total viewers (+10%, or +450,000), A25-54 viewers (+17%, or +270,000), and A18-49 viewers (+28%, or +311,000)

• Week-to-week, TODAY delivered a narrower total viewer gap vs. GMA (by 31%) and higher advantages in both A25-54 viewers (by 116,000) and A18-49 viewers (by 125,000)

Season-to-date, TODAY is the #1 morning news show among A25-54 and A18-49 viewers

• TODAY averages 1.788 million A25-54 viewers, leading GMA by +7% (+114,000) and CBS by +74% (+759,000).  TODAY’s A25-54 advantage over GMA represents a 284,000 viewer turnaround from a -170,000 deficit at this point last season.
• In A18-49, TODAY averages 1.345 million and tops GMA by +17% (+193,000) and CBS by +86% (+620,000).
• Among total viewers, the gap between TODAY and GMA is 50% narrower vs. last season (-315,000 season-to-date versus a -633,000 deficit at this time last season).

Versus its 4Q’15 average, TODAY was up across-the-board in total viewers (+4%, or +182,000), A25-54 viewers (+5%, or +93,000), and A18-49 viewers (+7%, or +92,000)

RATINGS DATA:

TODAY.COM HIGHLIGHTS:

For the 18th straight month, Today.com reached more consumers than GMA on Yahoo.  Over 40.6 million unique visitors turned to Today.com in November for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 24 consecutive months (33 out of the last 34), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +70% over the last 12 months while GMA on Yahoo has grown +13% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to over 4.5x GMA on Yahoo’s mobile visitor number in November 2015.

TODAY also continues to top GMA’s fan base on Facebook with 4.9 million fans for TODAY versus 4.7 million for GMA, as of December 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

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