TODAY Tops GMA in Total Viewers and All Demos Thursday, Its Best Single-Day Audience Since May 1
TODAY Hits Four-Month Ratings Highs in Total Viewers and the Key Demo
TODAY Is #1 in the Key Demo for 87 Straight Weeks, Best Streak in More Than 5 Years
NEW YORK – September 6, 2017 – NBC News’ TODAY was the number-one morning show outright topping ABC’s “Good Morning America” in total viewers and all demos last Thursday. TODAY posted its best weekly and biggest single-day total viewer deliveries in four months. TODAY also won the week in the key demo A25-54 marking 88 straight weeks in the top spot (104 of the last 105 weeks), its best streak in more than five years. The win marks TODAY’s best weekly key demo average in four months.
TODAY HIGHLIGHTS:
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.97 | 12 | 4,144 | 0.90 | 1,166 | 1.28 | 1,547 |
| CBS THIS MORNING | 2.53 | 10 | 3,518 | 0.51 | 651 | 0.77 | 928 |
| GOOD MORNING AMERICA | 3.15 | 13 | 4,317 | 0.78 | 1,000 | 1.16 | 1,399 |
TODAY ranked #1 outright on Thursday morning (+171,000 among total viewers, +263,000 among A25-54, and +236,000 among A18-49)
TODAY posted multi-week delivery highs across-the-board and improved demo gaps vs. CBS
TODAY saw the highest demo growth over 3Q’17 levels among both A25-54 (+16%, or +216,000) and A18-49 viewers (+19%, or +188,000), while also increasing by 11% (+417,000) among total viewers
TODAY averaged 1.547 million A25-54 viewers, leading GMA by +148,000 (+11%) and CBS This Morning by +619,000 (+67%)
- TODAY has ranked #1 among A25-54 viewers for 88 consecutive weeks (best streak in over five years) and 104 of the last 105 weeks
- This represents TODAY’s highest A25-54 average since the week of 5/1/2017 (17 weeks)
- TODAY’s demo lead over CBS was the best in 31 weeks (since week of 1/23/2017)
- Week-over-week, TODAY added 68,000 A25-54 viewers (+5%) and increased its advantage over CBS by 3% (+619,000 vs. 602,000 prior week)
- TODAY delivered a 1.28 A25-54 rating, +0.12 points ahead of GMA and +0.51 points more than CBS
TODAY averaged 1.166 million A18-49 viewers, +166,000 (+17%) more than GMA and +515,000 (+79%) higher than CBS
- TODAY posted its biggest A18-49 delivery since the week of 4/24/2017
- Week-over-week, TODAY’s A18-49 audience increased by 6% (+70,000) and its advantage over CBS grew by 9% (+515,000 vs. +472,000 prior week)
- TODAY’s 0.90 A18-49 rating led GMA by +0.12 points and CBS by +0.39 points
TODAY averaged 4.144 million total viewers, leading CBS This Morning by +626,000 (+18%)
- TODAY posted its seventh consecutive week of total viewer growth, hitting its biggest delivery since the week of 5/1/2017 (an 17-week high)
- TODAY posted total viewer growth week-over-week (+5%, or +187,000) and versus its 3Q’17 average (+11%, or +417,000)
- On Thursday morning, TODAY posted its biggest single-day audience since Monday, May 1, 2017
Season-to-date:
TODAY ranks #1 among A25-54 viewers and A18-49 viewers
- Season-to-date, TODAY leads GMA by +13% (+185,000) among A25-54 viewers and +18% (+177,000) among A18-49 viewers
DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 33.8 million unique visitors turning to TODAY.com in July for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 43 consecutive months (52 out of the last 53), 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 3.0x GMA on Yahoo’s mobile visitor number in July 2017.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
p: 212-664-6205
