TODAY Tops GMA Once Again in the Key Demo A25-54
TODAY Has Been #1 in the Key Demo for 56 Straight Weeks, a First in More Than 4 Years
TODAY’s Demo Wins Over GMA Have Reached 5-Year Highs, Season to Date
NEW YORK – January 24, 2017 – 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 won 56 straight weeks in the key demo (72 of 73 weeks), a first in more than four years. TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, season to date. TODAY has almost doubled its key demo advantage over GMA, and the total viewer gap between the two shows is 67% closer (-98,000 versus -298,000) versus last season. Additionally, TODAY won eight weeks in total viewers last year including the week of the presidential election, the month of December, and the third quarter.
*Please note: The morning news shows were based on 3-day averages due to Monday’s Martin Luther King holiday and Friday’s coverage of the Presidential Inauguration.
TODAY HIGHLIGHTS:
Week of January 16:
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.17 | 12 | 4,404 | 0.95 | 1,219 | 1.41 | 1,696 |
| CBS THIS MORNING | 2.65 | 10 | 3,671 | 0.60 | 775 | 0.86 | 1,029 |
| OOD MORNING AMERICA | 3.43 | 13 | 4,687 | 0.82 | 1,055 | 1.25 | 1,506 |
For the week, TODAY averaged 1.696 million A25-54 viewers, outperforming GMA by +190,000 (+13%) and CBS by +667,000 (+65%)
- TODAY has ranked #1 among A25-54 viewers for 56 consecutive weeks (best streak in over four years) and 72 of the last 73 weeks
- TODAY won all three rated mornings in A25-54 last week, extending its streak to 151 consecutive broadcasts dating back to June 10, 2016
- TODAY delivered a 1.41 A25-54 rating, +0.16 points ahead of GMA and +0.55 points more than CBS
TODAY averaged 1.219 million A18-49 viewers, +164,000 (+16%) more than GMA and +444,000 (+57%) higher than CBS
- TODAY’s 0.95 A18-49 rating led GMA by +0.13 points and CBS by +0.35 points
TODAY averaged 4.404 million total viewers, leading CBS This Morning by +733,000 (+20%)
Season-to-date:
TODAY ranks #1 among A25-54 viewers and A18-49 viewers
- TODAY’s A25-54 and A18-49 leads over GMA have reached five-year highs
- TODAY has almost doubled its A25-54 advantage over GMA vs. last season (+242,000 vs. +126,000 in 2015-16) while its A18-49 lead over GMA has improved by 17% (+230,000 vs. +196,000 last season)
TODAY’s total viewer gap vs. GMA has been reduced by 67% (-98,000 vs. -298,000 last season)
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 37.9 million unique visitors turning to TODAY.com in December for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 36 consecutive months (45 out of the last 46), TODAY.com has reached more mobile consumers than GMA on Yahoo.
TODAY.com mobile unique visitors have grown +5% over the last 12 months while GMA on Yahoo declined -20% 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 December 2016.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205
