‘TODAY’ WINS OUTRIGHT MONDAY

TODAY Topped GMA in Total Viewers and All Demos Monday, Its Biggest Non-Olympic Daily Win in More than 6 Months

TODAY Was Once Again the No. 1 Morning Show in the Key Demo For the Week

TODAY Cut the Total Viewer Gap with GMA by a Giant 87% Versus the Same Week Last Season

TODAY Is Up in the Key Demo While GMA Is Down Double Digits Versus a Year Ago

NEW YORK – October 4, 2016 – NBC News’ TODAY was the number-one morning show last Monday topping ABC’s “Good Morning America” in total viewers and all demos.  The win marked TODAY’s biggest non-Olympic daily advantages over GMA in total viewers and A25-54 since March 22, 2016 and in A18-49 since November 17, 2015.  TODAY also won the week in the key A25-54 demo.  TODAY has now won the key demo for more than 12 consecutive months, 56 out of the last 57 weeks. TODAY continues to shrink the total viewer gap with GMA with only 48,000 viewers between the shows for the week.  TODAY won the third quarter 2016 and the month of August outright in total viewers and the key demo, and it was the number-one morning show in both A25-54 and A18-49 for the 2015/2016 season.

For the week of September 26, TODAY topped GMA by a giant 273,000 in A25-54 and by 295,000 in A18-49.  The total viewer gap between TODAY and GMA is 87% closer than the same week last season (-248,000 versus -446,000).  Additionally, GMA is down -11% while TODAY is up +2% in the key demo versus a year ago.

*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:

On Monday, TODAY was the #1 morning news program across-the-board in total viewers (+297,000), A25-54 viewers (+454,000), and A18-49 viewers (+484,000)

• TODAY posted its biggest non-Olympics daily advantages over GMA among total viewers and A25-54 since March 22, 2016 and among A18-49 viewers since November 17, 2015

TODAY averaged 1.767 million A25-54 viewers, outperforming GMA by +273,000 (+18%) and CBS This Morning by +632,000 (+56%)

• TODAY has ranked #1 among A25-54 viewers for 41 consecutive weeks and 56 of the last 57 weeks
• TODAY posted its best A25-54 average in five weeks
• TODAY has now won 79 consecutive broadcasts in A25-54, dating back to June 10, 2016
• TODAY delivered a 1.47 A25-54 rating, +0.23 points ahead of GMA and +0.53 points more than CBS

TODAY averaged 1.363 million A18-49 viewers, +295,000 (+28%) more than GMA and +526,000 (+63%) higher than CBS

• TODAY delivered its largest non-Olympics A18-49 audience since the week of 4/25/2016
• TODAY’s 1.06 A18-49 rating led GMA by +0.23 points and CBS by +0.41 points

TODAY averaged 4.371 million total viewers,  +793,000 (+22%) higher than CBS

• TODAY finished 87% closer to GMA than the same week last season (-48,000 vs. -380,000 last year)

Week-to-week, TODAY was the only morning news show to deliver across-the-board gains in total viewers (+36,000), A25-54 viewers (+24,000), and A18-49 viewers (+67,000)

• The total viewer gap between TODAY and GMA was 81% narrower week-to-week.  TODAY also improved its total viewer lead over CBS by 14%.

Versus the same week last season, TODAY added +41,000 A25-54 viewers and +7,000 A18-49 viewers

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo in the month of August. Over 37.4 million unique visitors turned to TODAY.com  for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 32 consecutive months, Today.com has reached more mobile consumers than GMA on Yahoo.

Today.com mobile unique visitors have grown +7% over the last 12 months while GMA on Yahoo remained flat for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.5x GMA on Yahoo’s mobile visitor number in August 2016.

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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, Billy Bush, 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