TODAY Wins 154 Weeks in Key Demo, Best Streak in 6 Years
TODAY Posts Closest Total Viewer Margin with GMA in 7 Years
NEW YORK – December 11, 2018 – TODAY was the number-one morning show outright last week topping “Good Morning America” in total viewers for the seventh consecutive week, its best across-the-board streak since January. TODAY has now won the key demo A25-54 for 154 straight weeks, its best demo streak in over six years. Season to date, TODAY’s total viewer gap versus GMA is 36% closer versus the same period last year and its key demo lead has grown 15%. TODAY is posting its closest total viewer margin versus GMA in seven years.
*Please Note: TODAY and CBS are based on three-day averages last week while GMA is based on a four-day average due to special reports.
TODAY HIGHLIGHTS:
TODAY averaged 1.457 million A25-54 viewers, leading GMA by +123,000 (+9%) and CBS This Morning by +594,000 (+69%)
- TODAY has now ranked #1 among A25-54 viewers for 154 consecutive weeks (best streak in over six years) and 170 of the last 171 weeks
- TODAY delivered a 1.21 A25-54 rating, +0.10 points ahead of GMA and +0.49 points more than CBS
- TODAY posted a three-week high in A25-54 viewership and saw its biggest advantage over CBS in seven weeks (since week of 10/15/2018)
- Versus prior week, TODAY’s A25-54 lead over CBS grew by 14% (594,000 vs. 522,000 prior week)
TODAY averaged 1.041 million A18-49 viewers, +86,000 (+9%) ahead of GMA and +423,000 (+68%) higher than CBS
- TODAY delivered a 0.81 A18-49 rating, +0.07 points more than GMA and +0.33 points better than CBS
- TODAY had its biggest A18-49 delivery since the week of 9/10/2018 (a 12-week high) and its largest advantage over CBS in eight weeks (since the week of10/8/2018)
- Week-over-week, TODAY posted the biggest gain of A18-49 viewers (+58,000, or +6%) while also more than doubling its A18-49 lead over GMA (+86,000 vs. +42,000 prior week, a 105% increase)
TODAY averaged 4.240 million total viewers, leading GMA by +6,000 (+0.1%) and CBS This Morning by +989,000 (+30%)
- TODAY has now ranked #1 among total viewers for seven consecutive weeks, its best streak since the beginning of 2018
- TODAY’s total viewer lead over CBS hit a four-week high
SEASON-TO-DATE (9/24/2018-12/09/2018)
TODAY ranks #1 among A25-54 and A18-49
- In A25-54, TODAY’s lead vs. GMA is up 15% while its lead over CBS is up 5%
TODAY is posting its biggest season-to-date total viewer lead over CBS in three years
- TODAY’s total viewer advantage over CBS is up 45% vs. the same period last season (+967,000 vs. +669,000 last season)
- TODAY’s total viewer gap vs. GMA is 36% closer than the same period last season (-36,000 in the first 11 weeks of current season vs. -56,000 deficit last year)
- This is TODAY’s closest total viewer margin vs. GMA in seven years
