TODAY Tops GMA in the Key Demo A25-54 for 60 Straight Weeks, a First in More Than 4 Years
TODAY Has Cut the Total Viewer Gap with GMA in Half Vs. Last Season
TODAY’s Demo Wins Over GMA Have Reached 5-Year Highs, Season to Date
NEW YORK – February 22, 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 60 straight weeks in the key demo (76 of 77 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, and the total viewer gap between the two shows is 50% closer (-134,000 versus -269,000) 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.
TODAY HIGHLIGHTS:
Week of February 13:
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.08 | 12 | 4,299 | 0.95 | 1,223 | 1.38 | 1,664 |
| CBS THIS MORNING | 2.75 | 10 | 3,781 | 0.65 | 834 | 0.93 | 1,115 |
| GOOD MORNING AMERICA | 3.41 | 13 | 4,638 | 0.85 | 1,087 | 1.21 | 1,454 |
For the week, TODAY averaged 1.664 million A25-54 viewers, outperforming GMA by +210,000 (+14%) and CBS by +549,000 (+49%)
- TODAY has ranked #1 among A25-54 viewers for 60 consecutive weeks (best streak in over four years) and 76 of the last 77 weeks
- TODAY improved its A25-54 lead over GMA for the 2nd straight week, up 14% vs. prior week
- TODAY won all five mornings in A25-54 last week, extending its #1 streak to 171 consecutive broadcasts dating back to June 10, 2016
- TODAY delivered a 1.38 A25-54 rating, +0.17 points ahead of GMA and +0.45 points more than CBS
TODAY averaged 1.223 million A18-49 viewers, +136,000 (+13%) more than GMA and +389,000 (+47%) higher than CBS
- TODAY’s 0.95 A18-49 rating led GMA by +0.10 points and CBS by +0.30 points
TODAY averaged 4.299 million total viewers, leading CBS This Morning by +518,000 (+15%)
- CBS This Morning has now seen 7 consecutive week of P2+ losses and 9 straight weeks of A25-54 losses vs. prior year.
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 increased its A25-54 advantage over GMA by 73% vs. last season (+232,000 vs. +134,000 in 2015-16) while its A18-49 lead over GMA has improved by 10% (+215,000 vs. +195,000 last season)
TODAY’s total viewer gap vs. GMA has been reduced by 50% (-134,000 vs. -269,000 last season)
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 35.4 million unique visitors turning to TODAY.com in January for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 37 consecutive months (46 out of the last 47), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com has gone from parity in mobile unique visitors in September 2013 to delivering more than 3.4x GMA on Yahoo’s mobile visitor number in January 2016.
###
