‘TODAY’ Wins Total Viewers and Reigns Supreme in Key A25-54 and A18-49 Demos for Entire Week
‘TODAY’ #1 in A25-54 for 125 Consecutive Weeks, and Season-to-Date; Only Broadcast Up Year-Over-Year in Total Viewers
‘TODAY’ Also #1 Across the Board on Wedding Day with Entire Anchor Team Live from Windsor
NEW YORK – May 22, 2018 – NBC News’ TODAY won the ultimate ratings crown across the board during the entire week of the royal wedding, topping ABC’s “Good Morning America” in all key measurements: total viewers, A25-54 and A18-49. TODAY has been the number-one morning show in A25-54 for 125 straight weeks and in A18-49 for 145 consecutive weeks, while delivering its biggest advantage over GMA among A25-54 in 12 weeks. Additionally, TODAY delivered its best total viewers margin vs. GMA in 12 weeks, and its highest total viewer average in 10 weeks, and is the only morning broadcast to increase year-over-year and week-over-week.
TODAY also dominated across the board on wedding day Saturday with TODAY’s entire anchor team live from an exclusive vantage point directly overlooking the castle where Prince Harry and Meaghan Markle tied the knot. After the show’s outright win on Friday with all four hours live from location, TODAY delivered the number-one broadcast on the big day across all key measurements: total viewers, A25-54 and A18-49 (6-9am ET). Anchored by Savannah Guthrie and Hoda Kotb, and joined by Megyn Kelly, Kathie Lee Gifford, Al Roker and Sheinelle Jones, NBC averaged 6.417 million viewers, beating ABC’s 6.348 million and CBS’ 4.786 million. NBC also beat the other broadcasters with 2.314 million viewers in A25-54 and 1.761 million viewers in A18-49.
Season-to-date, TODAY is number-one in the key A25-54 and A18-49 demos, and has improved the total viewer gap with GMA by 87%, closing in to only -25,000 viewers, and also improved its lead over CBS’ “This Morning” by 8%.
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TODAY HIGHLIGHTS:
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.00 | 13 | 4,149 | 0.82 | 1,061 | 1.18 | 1,418 |
| CBS THIS MORNING | 2.39 | 10 | 3,312 | 0.52 | 674 | 0.73 | 881 |
| GOOD MORNING AMERICA | 3.06 | 13 | 4,147 | 0.71 | 914 | 1.03 | 1,241 |
TODAY averaged 1.418 million A25-54 viewers, leading GMA by +177,000 (+14%) and CBS This Morning by +537,000 (+61%)
- TODAY has now ranked #1 among A25-54 viewers for 125 consecutive weeks (best streak in almost six years) and 141 of the last 142 weeks
- TODAY delivered a 1.18 A25-54 rating, +0.15 points ahead of GMA and +0.45 points more than CBS
- TODAY’s A25-54 viewership saw the biggest increase week-over-week, up +3% or +46,000
- TODAY’s A25-54 advantage over GMA increased by 14% week-over-week, hitting its best mark since Week #2 of the Pyeongchang Olympics (a 12-week high)
- TODAY won all five mornings among A25-54 viewers
- TODAY topped GMA by at least 100,000 demo viewers for the fourth consecutive week
TODAY averaged 1.061 million A18-49 viewers, +147,000 (+16%) more than GMA and +387,000 (+57%) higher than CBS
- Among A18-49 viewers, TODAY has now posted 145 consecutive weekly wins and has finished #1 in 151 of the last 153 weeks and 162 of the last 166 weeks
- TODAY’s 0.82 A18-49 rating led GMA by +0.11 points and CBS by +0.30 points
- TODAY posted its best A18-49 viewership in eight weeks (since the week of 3/19/2018) and its biggest win over GMA since Week #2 of the Pyeongchang Olympics (week of 2/19/2018)
- Week-over-week, TODAY saw the biggest gain among A18-49 viewers (+7%, or +65,000)
- TODAY won all five morning among A18-49 viewers
TODAY averaged 4.149 million total viewers, leading GMA by +2,000 and CBS This Morning by +837,000 (+25%)
- TODAY also posted its first total viewer win over GMA and largest advantage over CBS This Morning since Week #2 of the Pyeongchang Olympics (week of 2/19/2018)
- TODAY won four out of five mornings among total viewers
- TODAY’s total viewership hit a 10-week high, its biggest average since the week of 3/5/2018
- TODAY was the only morning news program to increase its total viewership both week-over-week (4%, or +172,000) and year-over-year (+2%, or +71,000)
SEASON-TO-DATE
TODAY ranks #1 among A25-54 viewers
- Leads GMA by +166,000 and CBS by +582,000
TODAY ranks #1 among A18-49 viewers
- Leads GMA by +168,000 and CBS by +442,000
TODAY leads CBS by +745,000, 8% higher than last season and trails GMA by -25,000, an improvement of 87% versus than last season
Dana Klinghoffer
NBC News
212.664.4088
dana.klinghoffer@nbcuni.com
