TODAY Is #1 in the Key Demo for 99 Straight Weeks, Its Best Streak in More Than 5 Years
TODAY Tops GMA By 256k in Total Viewers Friday, Its 9th Daily Win This Season
TODAY Narrows the Total Viewer Gap with GMA Year to Year, Posting Its Closest STD Margin in 6 Years
NEW YORK – November 21, 2017 – – TODAY was the number-one morning show outright last Friday, beating ABC’s “Good Morning America” in total viewers and all demos. TODAY has now finished first across-the-board for 9 days this season. For the week, TODAY was the number-one morning show in the key demo A25-54, marking 99 straight weeks in the top spot (115 of the last 116 weeks), its best streak in more than five years. Compared to the same week last year, TODAY closed the total viewer gap versus GMA and is posting its best season-to-date total viewer margin since 2011.
Additionally, Megyn Kelly TODAY at 9 a.m. remained on par with the prior week in total viewers. This past Tuesday, the program posted its best A25-54 and A18-49 deliveries on a Tuesday since premiere week. TODAY with Kathie Lee and Hoda at 10 a.m. posted week-to-week growth in total viewers.
TODAY HIGHLIGHTS:
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.03 | 12 | 4,231 | 0.85 | 1,095 | 1.21 | 1,463 |
| CBS THIS MORNING | 2.65 | 10 | 3,694 | 0.56 | 725 | 0.84 | 1,014 |
| GOOD MORNING AMERICA | 3.14 | 12 | 4,330 | 0.71 | 918 | 1.13 | 1,359 |
TODAY averaged 1.463 million A25-54 viewers, leading GMA by +104,000 (+8%) and CBS This Morning by +449,000 (+44%)
- TODAY has ranked #1 among A25-54 viewers for 99 consecutive weeks (best streak in over five years) and 115 of the last 116 weeks
- TODAY delivered a 1.21 A25-54 rating, +0.08 points ahead of GMA and +0.37 points more than CBS
TODAY averaged 1.095 million A18-49 viewers, +177,000 (+19%) more than GMA and +370,000 (+51%) higher than CBS
- TODAY’s 0.85 A18-49 rating led GMA by +0.14 points and CBS by +0.29 points
TODAY averaged 4.231 million total viewers, leading CBS This Morning by +537,000 (+15%)
- Week-over-week, TODAY narrowed it gap vs. GMA by 39% (-99,000 vs. -162,000 prior week)
- TODAY has finished within 100,000 viewer of GMA in two of the last three weeks
TODAY won Friday across-the-board
- Led GMA by +256,000 total viewers, +114,000 A25-54 viewers, and +201,000 A18-49 viewers
SEASON-TO-DATE
TODAY ranks #1 among A25-54 viewers
- Leads GMA by +111,000 and CBS by +533,000
TODAY ranks #1 among A18-49 viewers
- Leads GMA by +174,000 and CBS by +439,000
TODAY ranks #2 among total viewers
- Trails GMA by -130,000, 4% narrower than YAGO (-135,000); best STD P2+ margin vs. GMA since 2011.
- Leads CBS by +591,000, lowest of all-time
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 39 million unique visitors turning to TODAY.com in October for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 46 consecutive months (55 out of the last 56), 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 3x GMA on Yahoo’s mobile visitor number in October 2017.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
