TODAY IS #1 IN KEY DEMO

TODAY Wins 155 Weeks in Key Demo, Best Streak in 6 Years

TODAY Grows Demo Lead Over GMA Season to Date

NEW YORK – December 18, 2018 – TODAY was the number-one morning show last week topping “Good Morning America” in the key demo A25-54 for the 155th week straight. The win marks TODAY’s best demo streak in more than six years.  Season to date, TODAY’s key demo lead over GMA has grown 5%.

TODAY HIGHLIGHTS:

Program P25-54
Rtg
P25-54
Imps
P18-49
Rtg
P18-49
Imps
P2+
Imps
TODAY 1.20 1,444 0.78 1,000 4,191
CBS THIS MORNING 0.68 815 0.46 589 3,131
GOOD MORNING AMERICA 1.07 1,293 0.72 930 4,229

TODAY averaged 1.444 million A25-54 viewers, leading GMA by +151,000 (+12%) and CBS This Morning by +629,000 (+77%)

  • TODAY has now ranked #1 among A25-54 viewers for 155 consecutive weeks (best streak in over six years) and 171 of the last 172 weeks
  • TODAY saw its best A25-54 lead over GMA in three weeks and hit a nine-week high in its advantage over CBS
  • Week-over-week, TODAY increased its demo lead over GMA by 23% and over CBS by 6%

TODAY averaged 1.000 million A18-49 viewers, +70,000 (+8%) ahead of GMA and +411,000 (+70%) higher than CBS

TODAY averaged 4.191 million total viewers, trailing GMA by -38,000 (-0.9%) and CBS This Morning by +1.060 million (+34%)

  • TODAY posted its biggest total viewer advantage over CBS since the Pyeongchang Olympics (week of 2/12/2018)
  • TODAY increased its advantage over CBS by 7% week-over-week and by 16% compared to the same week last season

SEASON-TO-DATE (9/24/2018-12/16/2018)

TODAY ranks #1 among A25-54 and A18-49

  • In A25-54, TODAY’s lead vs. GMA is up 5% while its lead over CBS is up 3%

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 39% vs. the same period last season (+976,000 vs. +701,000 last season)

For more information contact:

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