TODAY Tops GMA in the Key Demo for 71 Straight Weeks, Best Streak in More Than 4 Years
TODAY Posts Its Biggest Demo Delivery in 6 Weeks and Widest Margin Over GMA in 3 Weeks
TODAY Notches Biggest Total Viewer Delivery in 8 Weeks
TODAY’s Demo Wins Over GMA Have Reached 5-Year Highs, Season to Date
NEW YORK – May 9, 2017 – NBC News’ TODAY was the number-one morning show topping ABC’s “Good Morning America” by wide margins once again in the key demo A25-54. TODAY has now won 71 straight weeks in the key demo (87 of the last 88 weeks), its best streak in more than four years. TODAY also posted its biggest key demo delivery in six weeks, its widest margin over GMA in three weeks, and its best total viewer delivery in eight weeks. TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has grown its A25-54 advantage over GMA by 49%, season to date versus last season. TODAY has also cut the total viewer gap with GMA by 21% season to date (-187,000 vs. -236,000 last season).
TODAY HIGHLIGHTS:
WEEK OF MAY 1
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.07 | 12 | 4237 | 0.91 | 1173 | 1.33 | 1596 |
| CBS THIS MORNING | 2.63 | 10 | 3627 | 0.56 | 717 | 0.83 | 1000 |
| GOOD MORNING AMERICA | 3.26 | 13 | 4424 | 0.77 | 985 | 1.14 | 1375 |
TODAY averaged 1.596 million A25-54 viewers, outperforming GMA by +221,000 (+16%) and CBS by +596,000 (+60%)
- TODAY has ranked #1 among A25-54 viewers for 71 consecutive weeks (best streak in over four years) and 87 of the last 88 weeks
- TODAY was the only program with week-to-week demo growth, up +5% (+83,000) and hitting its biggest A25-54 delivery in six weeks
- TODAY held its largest A25-54 advantage over GMA in three weeks and its widest margin over CBS since the week of 1/30/2017
- TODAY ranked #1 four out of five mornings in A25-54
- TODAY delivered a 1.33 A25-54 rating, +0.19 points ahead of GMA and +0.50 points more than CBS
TODAY averaged 1.173 million A18-49 viewers, +188,000 (+19%) more than GMA and +456,000 (+64%) higher than CBS
- TODAY’s 0.91 A18-49 rating led GMA by +0.14 points and CBS by +0.35 points
TODAY averaged 4.237 million total viewers, leading CBS This Morning by +610,000 (+17%)
- TODAY hit an eight-week high in total viewers, posting the biggest week-to-week growth among the morning shows (+207,000, or +5%)
- This was TODAY’s biggest week-to-week gain of viewers since December 2016
- TODAY saw its widest total viewer margin over CBS since the week of 2/27/2017
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 49% vs. last season while its A18-49 lead over GMA has improved by 11%
TODAY’s total viewer gap vs. GMA has been reduced by 21% (-187,000 vs. -236,000 last season)
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 35.7 million unique visitors turning to TODAY.com in March for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 39 consecutive months (48 out of the last 49), 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 3.2x GMA on Yahoo’s mobile visitor number in March 2017.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205
