TODAY Tops GMA in Key Demo for the Month of January
TODAY Wins the Week in A25-54 and Wins Total Viewers Friday
TODAY Posts 5-Week Highs in A25-54 and A18-49 Advantages
TODAY’s Key Demo Lead vs. GMA Is 8X Higher Week Over Week
NEW YORK – January 28, 2020 – NBC News’ TODAY was the number-one morning show for the month of January, topping ABC’s “Good Morning America” in the key A25-54 demo. TODAY has now won the key demo for 53 straight months (211 out of 213 weeks).
TODAY also won in the key demo last week and posted a total-viewer win Friday. TODAY delivered its best A25-54 and A18-49 advantage over GMA in five weeks and was the only program to grow in the demo week over week, increasing its lead over GMA eight-fold. Additionally, TODAY narrowed the total viewer gap with GMA by 41% versus the prior week.
TODAY HIGHLIGHTS:
JANUARY 2020 (MONTHLY)
- TODAY ranked #1 in A25-54 for the 53rdconsecutive
month
- TODAY averaged 1.203 million A25-54 viewers, leading GMA by +64,000 (+6%) and CBS This Morning by +503,000 (+72%)
- TODAY ranked #1 in A18-49 for the 58thconsecutive
month
- TODAY averaged 877,000 A18-49 viewers, +91,000 (+12%) over GMA and +395,000 (+82%) higher than CBS
- TODAY had its best advantage over CBS in eight months (since May 2019)
- Versus prior year, TODAY increased its A18-49 lead over GMA by +10%
- TODAY averaged 3.684 million total viewers, leading CBS by +826,000 (+29%)
WEEK OF 1/20/2020
| Program | P25-54 | P25-54 | P18-49 | P18-49 | P2+ |
| Rtg | Imps | Rtg | Imps | Imps | |
| TODAY | 1.01 | 1,218 | 0.69 | 888 | 3,694 |
| CBS THIS MORNING | 0.59 | 710 | 0.40 | 512 | 2,918 |
| GOOD MORNING AMERICA | 0.92 | 1,114 | 0.58 | 748 | 3,808 |
TODAY averaged 1.220 million A25-54 viewers, topping GMA by +106,000 (+10%) and CBS This Morning by +509,000 (+72%)
- This was TODAY’s biggest demo advantage over GMA since the week of 12/16/2019 (a five-week high)
- Week-over-week, TODAY was the only morning news program to add demo viewers (+11,000, or +1%) while its advantage over GMA increased eight-fold (+106,000 vs. +13,000 prior week)
TODAY averaged 890,000 A18-49 viewers, +141,000 (+19%) more than GMA and +377,000 (+74%) higher than CBS
- TODAY posted its widest A18-49 advantage over GMA in five weeks (since week of 12/16/2019)
- Compared to the same week last season, TODAY more than doubled its A18-49 lead over GMA (+141,000 vs. +63,000 prior year)
- Week-over-week, TODAY doubled its A18-49 advantage over GMA (+141,000 vs. +62,000 prior week)
TODAY averaged 3.698 million total viewers, outperforming CBS by +777,000 (+27%)
- TODAY won Friday in total viewers (+1,000 over GMA)
- Week-over-week, TODAY reduced the total viewer gap vs. GMA by 41%
SEASON-TO-DATE (9/23/2019-1/26/2020)
TODAY ranks #1 among both A25-54 and A18-49 viewers
In A18-49, TODAY’s lead over GMA is 32% higher than the same point last season (+104,000 vs. +79,000 last season)
