TODAY Has Been the #1 Morning Show for 10 Months, 45 of the last 46 Weeks
TODAY Has Cut the Total Viewer Gap with GMA By 60% Versus the Same Week Last Season
Season to Date, TODAY is the #1 Morning Show in Both A25-54 and A18-49
NEW YORK – July 19, 2016 – NBC News’ TODAY was the top-rated morning show in the key A25-54 demo again last week, while continuing to shrink the total viewer gap with ABC’s “Good Morning America.” TODAY was also number-one across the board on Monday, July 11 and Thursday, July 14, winning total views and all key demos. TODAY has been top-rated in the key A25-54 demo for ten consecutive months, winning 45 out of the last 46 weeks.
For the week of July 11, TODAY topped GMA by 141,000 in A25-54 and by 154,000 in A18-49. Versus the same week last season, TODAY narrowed the total viewer gap with GMA by 60% (-91,000 last week vs. -230,000 a year ago) and widened the A25-54 lead over GMA by 38% (+141,000 win last week vs. +102,000 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 JULY 11
TODAY averaged 1.550 million A25-54 viewers, outperforming GMA by +141,000 (+10%) and CBS This Morning by +610,000 (+65%)
- TODAY has been #1 among A25-54 viewers for 29 consecutive weeks and 45 of the last 46 weeks
- TODAY won all five mornings in A25-54, increasing its season-to-date total to 189 daily wins out of 204 rated broadcast days
- TODAY delivered a 1.30 A25-54 rating, +0.11 points ahead of GMA and +0.51 points more than CBS
TODAY averaged 1.157 million A18-49 viewers, +154,000 (+15%) more than GMA and +515,000 (+80%) higher than CBS
- Among A18-49 viewers, TODAY has now posted 49 consecutive wins and has been #1 in 55 of the last 57 weeks and 66 of the last 70 weeks
- TODAY scored its best A18-49 advantage over CBS in three weeks
- TODAY has now secured 196 daily A18-49 wins out of 204 rated broadcast days season-to-date
- TODAY’s 0.91 A18-49 rating led GMA by +0.12 points and CBS by +0.40 points
TODAY averaged 4.111 million total viewers, leading CBS This Morning by 709,000 (+21%)
- TODAY hit a three-week high among total viewers and trailed GMA by just -91,000 viewers, its narrowest margin since TODAY won the week of 3/21/2016
- TODAY also had its widest total viewer advantage over CBS in four weeks
- TODAY ranked #1 among total viewers on both Monday (+24,000 vs. GMA) and Thursday (+216,000). It was the first time since the week of 3/21/2016 that TODAY posted multiple daily wins during the same week.
- On Thursday morning, TODAY posted its biggest single-day total viewers lead over GMA since Wednesday, March 23, 2016
Versus the same week last season, TODAY:
- Narrowed the total viewer gap with GMA by 60% (-91,000 last week vs. -230,000 a year ago)
- Widened is A25-54 lead over GMA by 38% (+141,000 win last week vs. +102,000 last year)
Week-to-week, TODAY was the only morning to see increases across total viewers (+1%, or +56,000), A25-54 viewers (+1%, or +13,000), and A18-49 viewers (+1%, or +8,000)
Season-to-date, TODAY ranks as the #1 morning news show among A25-54 and A18-49 viewers
- TODAY averages 1.790 million A25-54 viewers, leading GMA by +9% (+155,000) and CBS by +68% (+726,000). TODAY’s A25-54 advantage over GMA represents a 266,000 viewer turnaround from a -111,000 deficit at this point last season.
- In A18-49, TODAY averages 1.344 million and tops GMA by +15% (+175,000) and CBS by +77% (+584,000). TODAY’s A18-49 lead over GMA has improved by 138,000 viewers (373%) from last season’s +37,000 lead.
- Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-223,000 season-to-date versus a -557,000 deficit at this time last season).
RATINGS DATA:
WEEK OF JUNE 27-JULY 1
| Show Name | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.02 | 13 | 4,108 | 0.92 | 1,164 | 1.33 | 1,585 |
| CBS THIS MORNING | 2.50 | 10 | 3,403 | 0.54 | 690 | 0.82 | 973 |
| GOOD MORNING AMERICA | 3.28 | 13 | 4,436 | 0.77 | 977 | 1.16 | 1,382 |
TODAY DIGITAL HIGHLIGHTS:
For 30 consecutive months (39 out of the last 40), Today.com has reached more mobile consumers than GMA on Yahoo for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.
Today.com mobile unique visitors have grown +16% over the last 12 months while GMA on Yahoo has grown +10% for the same period. 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 June 2016.
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.
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For more information contact:
Lauren Skowronski
VP, Corporate Communications
212-664-2432
Lauren.Skowronski@nbcuni.com
