TODAY IS #1 FOR 36 STRAIGHT MONTHS

TODAY Tops GMA in Key Demo for the Month and Week

TODAY Posts Best Total Viewer and Key Demo Deliveries Since May and Biggest Demo Wins Over GMA Since the Olympics

TODAY Is #1 in Total Viewers For 3 Straight Days Last Week

NEW YORK – August 28, 2018 – NBC News’ TODAY was the number-one morning show for the month of August, topping ABC’s “Good Morning America” in the key A25-54 demo. TODAY has now won the key demo for 36 straight months (139 consecutive weeks), its best streak in over six years. TODAY posted its biggest total viewer and key demo deliveries since May and had its best demo advantages over GMA since the Olympics.

Last week, TODAY won across the board for three consecutive days – Tuesday, Wednesday and Thursday – and came within just 35k viewers of GMA for the week. Versus the same week last year, TODAY narrowed the total viewer gap with GMA and increased its demo lead. TODAY also grew across the board versus the prior week.

TODAY HIGHLIGHTS

August 2018

TODAY ranked #1 among A25-54 viewers for the 36th consecutive month and 37th of the last 38 months

• TODAY averaged 1.244 million A25-54 viewers, +149,000 (+14%) above GMA and +529,000 (+74%) more than CBS
• This was TODAY best monthly demo average and largest advantages over the competition in three months (since May 2018)
• Month-over-month, TODAY posted the biggest increase in A25-54 viewership (+7%)
• TODAY’s A25-54 advantage over GMA increased by 28% compared to August 2017

TODAY has ranked #1 among A18-49 viewers for 41 consecutive months

• TODAY averaged 861,000 A18-49 viewers, leading GMA by +104,000 (+14%) and CBS by +329,000 (+62%)
• TODAY had its best A18-49 advantage over GMA in three months and saw its lead improve by 60% compared to July.

TODAY averaged 3.674 million total viewers, leading CBS by +797,000 (+28%)

• TODAY posted the biggest increase of viewers versus prior month (up +4%)
• Compared to July, TODAY narrowed the total viewer gap vs. GMA by 44% and raised its lead over CBS by 11%
• Versus August 2017, TODAY closed the gap with GMA by 29% while posting a 35% higher advantage over CBS

WEEK OF AUGUST 20-26, 2018

TODAY averaged 1.342 million A25-54 viewers, leading GMA by +242,000 (+22%) and CBS This Morning by +605,000 (+82%)

• TODAY has now ranked #1 among A25-54 viewers for 139 consecutive weeks (best streak in six years) and 155 of the last 156 weeks
• TODAY delivered a 1.11 A25-54 rating, +0.20 points ahead of GMA and +0.50 points more than CBS
• This was TODAY’s best A25-54 viewership since the week of 5/21/2018 and its largest advantages over GMA and CBS since the Pyeongchang Olympics (week of 2/19/2018)
• Week-over-week, TODAY saw the biggest gain of A25-54 viewers (+66,000, or +5%) and increased its lead over GMA by 46%
• Compared to the same week last season, TODAY’s demo advantage over GMA finished 37% higher

TODAY averaged 964,000 A18-49 viewers, +190,000 (+25%) ahead of GMA and +414,000 (+675%) higher than CBS

• TODAY saw its best A18-49 delivery since the week of 5/21/2018 and its widest advantages over both competitors since the Pyeongchang Olympics (week of 2/19/2018)
• TODAY posted the biggest A18-49 growth week-over-week (+98,000, or +11%) while more than doubling its lead over GMA

TODAY averaged 3.787 million total viewers, leading CBS This Morning by +888,000 (+31%)

• TODAY’s total viewership hit a 12-week high, increasing by +9,000 viewers compared to prior week
• Compared to the same week last season, TODAY’s gap vs. GMA finished 57% closer while TODAY’s lead over CBS improved by 25%

SEASON-TO-DATE

TODAY ranks #1 among A25-54 viewers

• Leads GMA by +147,000 (+11%) and CBS by +554,000 (+63%)

TODAY ranks #1 among A18-49 viewers

• Leads GMA by +138,000 (+15%) and CBS by +408,000 (+63%)

TODAY leads CBS by +744,000, 15% higher than last season

For more information contact:

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