‘TODAY’ WINS OUTRIGHT MONDAY

TODAY Topped GMA in Total Viewers and All Demos Monday

TODAY Tops GMA in the Key Demo for 64 Straight Weeks, Best Streak in More Than 4 Years

TODAY Posts Its Best Key Demo Lead Over GMA in 3 Months

TODAY’s Demo Wins Over GMA Have Reached 5-Year Highs, Season to Date 

NEW YORK – March 21, 2017 – NBC News’ TODAY was the number-one morning show last Monday, topping ABC’s “Good Morning America” in total viewers and all demos. TODAY also won the week in the key A25-54 demo, beating GMA by +235,000 viewers, its best lead in three months.  TODAY has now won 64 straight weeks in the key demo (80 of 81 weeks), its best streak 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 35% closer (-168,000 versus -257,000) versus last season.

Additionally, TODAY won the February sweep in the key demo, and last year, TODAY won eight weeks in total viewers including the week of the presidential election, the month of December, and the third quarter.

*Please note: TODAY is based on a 4-day average for the week of March 13 due to Tuesday’s winter storm.

TODAY HIGHLIGHTS:

Week of March 13

TODAY averaged 1.629 million A25-54 viewers, outperforming GMA by +235,000 (+17%) and CBS by +545,000 (+50%)

• TODAY has ranked #1 among A25-54 viewers for 64 consecutive weeks (best streak in over four years) and 80 of the last 81 weeks
• This was TODAY’s biggest A25-54 lead over GMA in three months (since the week of 12/12/2016)
• TODAY widened its A25-54 advantage over GMA by 52% week-to-week (+235,000 vs. +155,000 prior week) and by 19% compared to the same week last season (+235,000 vs. +197,000 prior year)
• TODAY delivered a 1.36 A25-54 rating, +0.20 points ahead of GMA and +0.46 points more than CBS

TODAY averaged 1.256 million A18-49 viewers, +235,000 (+23%) more than GMA and +489,000 (+64%) higher than CBS

• TODAY hit a five-week high in A18-49 viewers and saw its biggest advantage over GMA since the week of 12/12/2016
• TODAY was the only morning news broadcast to post an A18-49 increase week-to-week (up +28,000)
• TODAY’s 0.98 A18-49 rating led GMA by +0.18 points and CBS by +0.38 points

TODAY averaged 4.106 million total viewers, leading CBS This Morning by +492,000 (+15%)

• This was TODAY’s biggest total viewer win over CBS in six weeks.  TODAY improved its advantage over CBS by 23% week-to-week (+691,000 vs. +564,000 prior week)
• TODAY’s total viewer delivery increased by +72,000 (+2%) week-to-week

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 63% vs. last season while its A18-49 lead over GMA has improved by 9%

TODAY’s total viewer gap vs. GMA has been reduced by 35% (-168,000 vs. -257,000 last season)

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo with over 40 million unique visitors turning to TODAY.com in February for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 38 consecutive months (47 out of the last 48), 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 4.3x GMA on Yahoo’s mobile visitor number in February 2017.

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For more information contact:

Megan Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205

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