TODAY Was Once Again the No. 1 Morning Show in the Key Demo For the Week
TODAY Has Widened the Demo Gap Over GMA By Nearly 200k Versus Last Year
TODAY Cut the Total Viewer Gap with GMA In Half Versus the Same Week Last Season
GMA Is Down Double Digits in the Key Demo Versus a Year Ago
NEW YORK – October 11, 2016 – NBC News’ TODAY was once again the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54. TODAY has now won the key demo for more than 13 consecutive months, 58 out of the last 59 weeks. Versus last year, TODAY has widened its key demo margin of victory over GMA by +189,000 viewers (+231,000 vs. +32,000). TODAY continues to shrink the total viewer gap with GMA with only 187,000 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 October 10, TODAY topped GMA by a giant +231,000 in A25-54 and by +224,000 in A18-49. The total viewer gap between TODAY and GMA is 51% closer than the same week last season (-187,000 versus -378,000). GMA is the only show down key demo (-11%) 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:
TODAY averaged 1.697 million A25-54 viewers, outperforming GMA by +231,000 (+16%) and CBS This Morning by +608,000 (+56%)
- TODAY has ranked #1 among A25-54 viewers for 42 consecutive weeks and 58 of the last 59 weeks
- Versus last year, TODAY widened its A25-54 margin of victory over GMA by 189,000 viewers (+231,000 vs. +32,000 prior year)
- TODAY has now won 89 consecutive broadcasts in A25-54, dating back to June 10, 2016
- TODAY delivered a 1.41 A25-54 rating, +0.19 points ahead of GMA and +0.50 points more than CBS
- TODAY added +2,000 A25-54 viewers vs. prior year
- GMA was the only show down YoY, by -187k]
TODAY averaged 1.268 million A18-49 viewers, +224,000 (+22%) more than GMA and +471,000 (+59%) higher than CBS
- TODAY improved its A18-49 win over GMA by 76% year-to-year (+224,000 vs. +127,000 last year)
- TODAY’s 0.99 A18-49 rating led GMA by +0.18 points and CBS by +0.37 points
TODAY averaged 4.289 million total viewers, +854,000 (+25%) higher than CBS
- TODAY finished 51% closer to GMA than the same week last season (-187,000 vs. -378,000 last year)
RATINGS DATA:
| Net | HHRtg | HHShr | P2+Imps | P18-49Rtg | P18-49Imps | P25-54Rtg | P25-54Imps |
| TODAY | 3.10 | 12 | 4,289 | 0.99 | 1,268 | 1.41 | 1,697 |
| CBS THIS MORNING | 2.51 | 10 | 3,435 | 0.62 | 797 | 0.91 | 1,089 |
| GOOD MORNING AMERICA | 3.29 | 13 | 4,476 | 0.81 | 1,044 | 1.22 | 1,466 |
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 35.8 million unique visitors turning to TODAY.com in September for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 33 consecutive months (42 out of the last 43), Today.com has reached more mobile consumers than GMA on Yahoo.
Today.com mobile unique visitors have grown +26% over the last 12 months while GMA on Yahoo grew +17% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.0x GMA on Yahoo’s mobile visitor number in September 2016.
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For more information contact:
Megan Kopf Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205
