TODAY Posts Its Largest Monthly Key Demo Win Since August 2012
TODAY Has Been the #1 Morning Show in the Key Demo 6 of the Last 7 Months
TODAY Posts Its Closest Monthly Total Viewer Gap with GMA Since February 2014
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 – February 4, 2016 – TODAY scored big for the month of January notching its largest monthly win in the key demo since August 2012. TODAY has now won five straight months in the key demo, and six out of the last seven months. TODAY also posted its narrowest monthly total viewer margin with GMA since February 2014. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.
For the week of January 25, TODAY topped GMA by 121k in A25-54 and by 151k in A18-49. TODAY has won every day of the 2016 calendar year in the key demo.
Season to date, TODAY has radically cut its total viewer gap with GMA by 52% (a whopping 308k) versus the same period last season. GMA is the only morning show down double digits, suffering a 17% loss in the key demo and a 10% loss in total viewers for the season. GMA is also down 14% in the key demo and 10% in total viewers 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:
JANUARY 2016
TODAY posted its 5th consecutive month at #1 among A25-54 viewers
- Led GMA by +156,000 A25-54 viewers in January, its biggest monthly winning margin since August 2012
- TODAY has won 6 of the last 7 months in the key demo
TODAY had its narrowest monthly total viewer margin vs. GMA (-217,000) since February 2014, which included TODAY victories during the Sochi Olympics
WEEK OF JANUARY 25
TODAY averaged 1.913 million A25-54 viewers, +121,000 (+7%) ahead of GMA and +721,000 (+60%) more than CBS This Morning
- TODAY has been #1 for 5 consecutive weeks and 21 of the last 22 weeks among A25-54 viewers
- TODAY delivered a 1.61 A25-54 rating, +0.10 points more than GMA and +0.61 point more than CBS
TODAY averaged 1.438 million A18-49 viewers, leading GMA by +151,000 (+12%) and CBS by +551,000 (+62%)
- TODAY’s 1.13 A18-49 rating was +0.11 points higher than GMA and +0.43 points better than CBS
TODAY averaged 4.877 million total viewers, outperforming CBS by +859,000 (+21%)
- TODAY finished within 200,000 viewers of GMA for the third consecutive week
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 -17% in A25-54 and -10% in total viewers for the season
- GMA is down -14% in A25-54 and -10% in total viewers versus the same week last year
Compared to the same week last season:
- TODAY posted a 203,000 turnaround in its A25-54 gap vs. GMA (+121,000 win last week vs. a -82,000 loss a year ago)
- TODAY saw a 55% narrower total viewer margin with GMA (-166,000 last week vs. -371,000 a year ago)
- TODAY more than doubled its A18-49 advantage over GMA (+151,000 last week vs. +66,000 last year)
Season-to-date, TODAY is the #1 morning news show among A25-54 and A18-49 viewers
- TODAY averages 1.818 million A25-54 viewers, leading GMA by +8% (+126,000) and CBS by +73% (+767,000). TODAY’s A25-54 advantage over GMA represents a 281,000 viewer turnaround from a -155,000 deficit at this point last season.
- Among total viewers, the gap between TODAY and GMA is 52% narrower vs. last season (-290,000 season-to-date versus a -598,000 deficit at this time last season).
- In A18-49, TODAY averages 1.370 million and tops GMA by +17% (+193,000) and CBS by +84% (+624,000). TODAY’s A18-49 lead versus GMA is a 184,000 viewer improvement from last season’s +9,000 lead.
RATINGS DATA:
| Show Name | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.56 | 13 | 4,877 | 1.13 | 1,438 | 1.61 | 1,913 |
| CBS THIS MORNING | 2.86 | 11 | 4,018 | 0.70 | 887 | 1.00 | 1,192 |
| GOOD MORNING AMERICA | 3.73 | 14 | 5,043 | 1.02 | 1,287 | 1.51 | 1,792 |
TODAY.COM HIGHLIGHTS:
For the 19th straight month, Today.com reached more consumers than GMA on Yahoo. Almost 37.0 million unique visitors turned to Today.com in December for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 25 consecutive months (34 out of the last 35), Today.com has reached more mobile consumers than GMA on Yahoo.
Today.com’s mobile unique visitors have grown +22% over the last 12 months while GMA on Yahoo has grown +60% 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 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
