TODAY Topped GMA in the Key Demo for the 2016 November Sweep
TODAY Posted Its Biggest November Sweep Demo Win and Narrowest Total Viewer Gap with GMA in 5 Years
TODAY Has Won 5 Straight Sweeps in the Key Demo
NEW YORK – November 29, 2016 – NBC News’ TODAY was the number-one morning show for the 2016 November sweep topping ABC’s “Good Morning America” in the key demo A25-54 by a giant +270,000. The win marks TODAY’s biggest November sweep victory over GMA in five years, since 2011. TODAY posted its closest total viewer margin to GMA in a November sweep since 2011 with just 145,000 between the two shows. TODAY also won the sweep in A18-49 topping GMA by +232,000 viewers. TODAY has now won the key demo for more than 15 consecutive months.
For the week of November 21, TODAY was the number-one morning show in A25-54 and A18-49. Season-to-date, TODAY is posting its largest A25-54 and A18-49 advantages over GMA and its closest total viewer margin in five years
*Please note: Due to the Thanksgiving holiday, TODAY and GMA are based on 3-day averages (Mon-Wed) and CBS This Morning is based on a 2-day average (Mon-Tue).
*Please also 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:
NOVEMBER 2016 SWEEP
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.35 | 13 | 4,670 | 1.08 | 1,386 | 1.53 | 1,833 |
| CBS THIS MORNING | 2.74 | 10 | 3,802 | 0.63 | 804 | 0.95 | 1,142 |
| GOOD MORNING AMERICA | 3.49 | 13 | 4,815 | 0.90 | 1,154 | 1.30 | 1,563 |
For the month of November 2016:
- TODAY has now ranked #1 among A25-54 viewers for 15 consecutive months and 16 of the last 17 months
- TODAY has been the #1 morning program among A18-49 viewers for 20 consecutive months
TODAY has ranked #1 in A25-54 for 5 consecutive sweep periods
- TODAY averaged 1.833 million A25-54 viewers during the November sweep, leading GMA by +270,000 (+17%) and CBS This Morning by +61% (+691,000)
- TODAY posted its biggest November sweep demo win over GMA since 2011, improving its advantage by 65% year-to-year (+270,000 vs. +164,000 in Nov’15)
TODAY has ranked #1 among A18-49 viewers for 8 consecutive sweeps and 87 of the last 90 sweeps (dating back to July 1994)
- TODAY averaged 1.386 million A18-49 viewers, +232,000 (+20%) ahead of GMA and +582,000 (+72%) more than CBS
TODAY posted its closest total viewer margin to GMA in a November sweep since 2011
- TODAY averaged 4.670 million total viewers, +868,000 (+23%) higher than CBS
- Versus the November 2015 sweep, TODAY reduced the total viewer gap vs. GMA by 30% (-207,000 vs. -145,000 in Nov’15)
WEEK of NOVEMBER 21
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.31 | 13 | 4,657 | 1.01 | 1,298 | 1.46 | 1,753 |
| CBS THIS MORNING | 2.83 | 11 | 3,989 | 0.67 | 860 | 1.02 | 1,229 |
| GOOD MORNING AMERICA | 3.62 | 14 | 5,024 | 0.87 | 1,121 | 1.30 | 1,565 |
For the week, TODAY averaged 1.753 million A25-54 viewers, outperforming GMA by +188,000 (+12%) and CBS This Morning by +524,000 (+43%)
- TODAY has ranked #1 among A25-54 viewers for 48 consecutive weeks and 64 of the last 65 weeks
- Compared to the same week last season, TODAY more than doubled its A25-54 advantage over GMA (+188,000 vs. +91,000 last year)
- TODAY has now won 117 consecutive broadcasts in A25-54, dating back to June 10, 2016
- TODAY delivered a 1.46 A25-54 rating, +0.16 points ahead of GMA and +0.44 points more than CBS
TODAY averaged 1.298 million A18-49 viewers, +177,000 (+16%) more than GMA and +438,000 (+51%) higher than CBS
- TODAY’s 1.01 A18-49 rating led GMA by +0.14 points and CBS by +0.34 points
TODAY averaged 4.657 million total viewers, outperforming CBS This Morning by +668,000 (+22%)
- TODAY saw a gain of +4% (+180,000) in total viewers versus its 4Q’16-to-date average
Season-to-date, TODAY is posting its largest A25-54 and A18-49 advantages over GMA and its closest total viewer margin in five years
- TODAY has more than doubled its A25-54 lead over GMA versus last year (+248,000 vs. +113,000 last year)
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 33.8 million unique visitors turning to TODAY.com in October for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 34 consecutive months (43 out of the last 44), Today.com has reached more mobile consumers than GMA on Yahoo.
Today.com mobile unique visitors have grown +12% over the last 12 months while GMA on Yahoo declined -30% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 4.3x GMA on Yahoo’s mobile visitor number in October 2016.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205
