TODAY Tops GMA in Total Viewers and the Key Demo for the Week
TODAY Posts 5-Month Highs in Total Viewers and Key Demo, Grows More than GMA and CBS Combined Week Over Week
TODAY Wins 198 out of 200 Weeks in A25-54
TODAY Wins 50 Straight Months in Key Demo
NEW YORK – October 29, 2019 – TODAY was the number-one morning show outright last week topping “Good Morning America” in total viewers, A25-54 and A18-49. TODAY has now won 198 out of 200 weeks in the key demo. TODAY also posted five-month highs in total viewers and the key demo, delivering its largest audience since May. Versus the prior week, TODAY posted the biggest audience gains across the board, more than GMA and CBS combined.
TODAY won the month of October in the key demo marking its 50th straight month in first place. TODAY’s “October to Remember” featured special guest appearances by Michelle Obama, Tom Hanks, Monica Lewinsky, Micheal Jordan, Victoria Beckham, Dame Julie Andrews, Eddie Murphy, Magic Johnson, Lin-Manuel Miranda and more. Month over month, TODAY was the only morning news program to grow in total viewers while narrowing the total viewer gap with GMA by 15%. Additionally, TODAY added more A25-54 viewers than GMA and CBS combined, increasing its demo lead over GMA by 67%.
TODAY HIGHLIGHTS
WEEK OF OCTOBER 21-27
| Program | P25-54 | P25-54 | P18-49 | P18-49 | P2+ |
| Rtg | Imps | Rtg | Imps | Imps | |
| TODAY | 0.97 | 1,171 | 0.66 | 854 | 3,625 |
| CBS THIS MORNING | 0.60 | 729 | 0.37 | 482 | 2,758 |
| GOOD MORNING AMERICA | 0.91 | 1,098 | 0.59 | 759 | 3,745 |
TODAY averaged 1.244 million A25-54 viewers, leading GMA by +88,000 (+8%) and CBS This Morning by +506,000 (+69%)
- TODAY delivered its highest A25-54 audience since the week of 5/20/2019. The broadcast also posted its best demo leads over GMA in four weeks (week of 9/30/2019) and over CBS in 23 weeks (week of 5/13/2019)
- Week-over-week, TODAY’s demo viewership was up +73,000 (+6%), more than GMA and CBS combined. TODAY’s A25-54 lead over GMA was up 21% and its lead over CBS was 14% higher than prior week.
TODAY averaged 922,000 A18-49 viewers, +127,000 (+16%) more than GMA and +422,000 (+84%) higher than CBS
- TODAY had its biggest A18-49 delivery since the week of 5/13/2019 (23 weeks), its widest lead over GMA since the week of 5/20/2019 (22 weeks), and best advantage over CBS since the week of 2/25/2019 (34 weeks)
- TODAY’s A18-49 advantage over GMA was 95% higher than the same week last season.
- Week-over-week, TODAY increased by +69,000 A18-49 viewers (+8%), more than GMA and CBS combined. TODAY’s A18-49 lead over GMA rose 34% and its lead over CBS 13% versus prior week.
TODAY averaged 3.822 million total viewers, leading GMA by +22,000 (+1%) and topping CBS by +1.060 million (+38%)
- This was TODAY’s biggest total viewership since the week of 5/27/2019 and first weekly win in 16 weeks (since week of 7/1/2019)
- TODAY also saw its best total viewer advantage over CBS since the week of 1/7/2019 (41 weeks)
- Week-over-week, TODAY added the most total viewers (+197,000, or +5%), more than 3 times the combined gains of GMA and CBS. TODAY’s lead over CBS also improved by 22% vs. prior week.
OCTOBER 2019 (MONTHLY)
TODAY won its 50th consecutive month among A25-54 viewers
- TODAY averaged 1.193 million A25-54 viewers, topping GMA by +82,000 (+7%) and CBS This Morning by +445,000 (+59%)
- TODAY’s demo margins over the competition hit four-month highs (best vs. GMA and CBS since June)
- Month-over-month, TODAY added more A25-54 viewers than competition combined while increasing its leads over GMA by 67% and CBS by 7%
TODAY has ranked #1 in A18-49 for 55 consecutive months
- TODAY averaged 873,000 A18-49 viewers, +95,000 (+12%) higher than GMA and +366,000 (+72%) more than CBS
- TODAY had its best A18-49 advantages over the competition in five months (since May)
- TODAY’s A18-49 viewership increased by +34,000 (+4%) versus prior month, more than GMA and CBS combined. Month-over-month, TODAY’s A18-49 lead over GMA increased by 42% and CBS by 8%.
TODAY averaged 3.663 million total viewers, leading CBS by +859,000 (+31%)
- This was TODAY’s biggest total viewer lead over CBS in four months
- Versus prior month, TODAY was the only morning news program to increase its total viewership (+6,000) and posted a narrower gap with GMA (15% closer)
SEASON-TO-DATE (9/23/2019-10/27/2019)
TODAY ranks #1 among both A25-54 and A18-49 viewers
