Beats GMA in Total Viewers and A25-54 Last Week, Posting Biggest Win since PyeongChang Olympics
Dominates in Key Demo for 63 Straight Months
Adds More Viewers than GMA and CBS Combined in All-Important Demo Month-Over-Month, Doubling Demo Lead over GMA
PLUS – TODAY Gains the Most Total Viewers Amongst All Morning Shows Compared to Prior Month
NEW YORK – Dec. 2, 2020 – For the second week-in-a-row, NBC News’ TODAY won the morning show ratings race across the board, beating ABC’s “Good Morning America” (GMA) and “CBS This Morning” (CTM) in both the key demo and total viewers. Last week, TODAY drew its biggest total viewer audience since the week of May 4, 2020 and posted its widest lead over GMA since the PyeongChang Olympics in February of 2018.
Plus, TODAY not only held on to its top spot in A25-54 for the month of November – marking 63 straight months at number-one – but also added more viewers in the coveted demo than the competition combined, doubling its A25-54 lead over GMA month-over-month. TODAY has won the month of November in the key demo for six years in-a-row. Last month, TODAY also gained the most total viewers compared to GMA and CTM.
TODAY HIGHLIGHTS:
NOVEMBER 2020 (Monthly)
TODAY won its 63rd consecutive month among A25-54 viewers
- TODAY averaged 1.096 million A25-54 viewers, outperforming GMA by +158,000 (+17%) and CBS by +451,000 (+70%)
- TODAY won the month of November among A25-54 viewers for the sixth straight year, posting TODAY’s biggest monthly margin over GMA since April 2019 and its best November win in two years
- Month-over-month, TODAY added more demo viewers (+88,000, or +9%) than the competition combined; and TODAY’S A25-54 lead over GMA more than doubled (up 126%) while its advantage over CBS rose 14%
- TODAY’s A25-54 lead over GMA was 78% higher compared to November 2019
TODAY ranked #1 in A18-49 for the 68th consecutive month
- TODAY averaged 795,000 A18-49 viewers, +169,000 (+27%) more than GMA and +349,000 (+78%) higher than CBS
- TODAY’s sixth straight November at #1 among A18-49 viewers, its widest November A18-49 lead over GMA in three years
- Compared to October, TODAY saw higher growth in A18-49 viewership (+71,000, or +10%) than the competition combined
- TODAY’s A18-49 lead over GMA was up 50% while its advantage over CBS grew 14%
- Year-over-year, TODAY’s A18-49 lead over GMA improved by 47%
TODAY averaged 3.515 million total viewers, leading CBS by +661,000 (+23%)
- This is TODAY’s narrowest total viewer gap vs. GMA since a first-place tie eight months ago (March 2020)
- TODAY saw the biggest lift in total viewership month-over-month (+258,000, or +8%), cutting the gap against GMA by 87% vs. October
- TODAY also reduced the total viewer gap vs. GMA by 79% compared to November 2019
WEEK OF NOVEMBER 23 – NOVEMBER 29, 2020
TODAY averaged 3.823 million total viewers, leading GMA by +304,000 (+9%) and CBS This Morning by +990,000 (+35%)
- TODAY’s biggest total viewer audience since the week of 5/4/2020 (29-week high), its widest lead over GMA since the PyeongChang Olympics (week of 2/19/2018), and its biggest margin over CBS since the week of 4/6/2020 (33-week high)
- On Thanksgiving morning, TODAY had its biggest single-day audience since Monday, April 6, 2020
- TODAY increased by +329,000 total viewers (+9%) week-over-week, more than GMA and CBS combined
- TODAY’s lead over GMA was 15 times higher than prior week, while its advantage over CBS grew 43%
TODAY averaged 1.182 million A25-54 viewers, outperforming GMA by +244,000 (+26%) and CBS This Morning by +564,000 (+91%)
- TODAY has now ranked #1 in A25-54 for 66 consecutive weeks (includes one tie) and 255 of the last 257 weeks
- TODAY posted its biggest A25-54 delivery in 28 weeks (since week of 5/11/2020), its widest demo advantage over GMA since the PyeongChang Olympics (since week of 2/19/2018), and its best lead over CBS in 31 weeks (since week of 5/11/2020)
- Compared to the same week last season, TODAY improved its demo leads over both GMA (up 31%) and CBS (up 7%)
- Week-over-week, TODAY added more A25-54 viewers (+97,000, or +9%) than the competition combined, while improving its demo advantages over both GMA (34% higher) and CBS (20%)
TODAY averaged 868,000 A18-49 viewers, topping GMA by +254,000 (+41%) and CBS by +431,000 (+99%)
- TODAY has ranked #1 in A18-49 for 62 consecutive weeks and 124 of the last 126 weeks
- TODAY posted its biggest A18-49 advantages over GMA and CBS in eight months
- Year-over-year, TODAY’s A18-49 lead over GMA increased by 29%
- TODAY added the most A18-49 viewers versus prior week (+128,000, or +17%) and widened its advantages over GMA by 81% and CBS by 32%
2020-21 SEASON-TO-DATE (9/21/2020-11/29/2020)
TODAY now ranks #1 among both A25-54 and A18-49 at this point of the season for 6 consecutive years
TODAY’s A25-54 advantage over GMA (+112,000) is up 27% versus the same point last season
TODAY’s A18-49 lead over GMA (+139,000) is 31% higher than prior year and its biggest advantage in three seasons
Ratings now reflect the addition of Out of Home (OOH) viewership that Nielsen Media Research began measuring on Aug. 31 across only 44 markets.
# # #
