More than Doubles A25-54 Lead over GMA Last Month
Wins Across the Board Wednesday And Friday
Only Morning Show to Grow in Key Demo Week-over-Week
‘TODAY All Day’ Streaming Channel Delivers Best Month Ever
NEW YORK – March 2, 2021 – NBC News’ TODAY was the number-one morning show for the month of February, topping ABC’s “Good Morning America” (GMA) and “CBS This Morning” in the key demo. TODAY has now won in A25-54 for 66 straight months, 79 weeks in a row and for 268 out of the past 270 weeks. Versus last month, TODAY added the most key demo viewers, more than doubling its lead over GMA.
Last week, TODAY was the only morning show to grow in the all-important demo and delivered its largest lead over GMA in 13 weeks. On Wednesday and Friday, TODAY won the ratings race across the board.
Season-to-date, TODAY is first in the demo most-coveted by news advertisers — a position it has steadily held at this point in the season for six years in a row.
For TODAY Digital, the last three months were the strongest on record, with streaming channel “TODAY All Day” delivering its best month yet.
TODAY HIGHLIGHTS
Month of February 2021
TODAY ranked #1 in A25-54 for the 66th consecutive month
- TODAY averaged 1.010 million A25-54 viewers, leading GMA by +112,000 (+12%) and CBS This Morning by +374,000 (+59%)
- This was TODAY biggest monthly demo win over GMA since November and widest February advantage since 2019
- Month-over-month, TODAY added the most A25-54 viewers (+12,000, or +1%) and more than doubled its demo lead over GMA (+112,000 vs. +53,000 in January)
- TODAY’s A25-54 lead over GMA increased by 40% compared to February 2020
TODAY ranked #1 in A18-49 for the 71st consecutive month
- TODAY averaged 727,000 A18-49 viewers, +119,000 (+20%) higher than GMA and +277,000 (+62%) more than CBS
- This was TODAY biggest monthly A18-49 win over GMA since November and widest February lead since 2019
- Month-over-month, TODAY’s A18-49 audience grew by +12,000 viewers (+2%) and the show improved its lead over GMA by 89% (+119,000 vs. +63,000 in January)
TODAY averaged 3.402 million total viewers, leading CBS by +544,000 (+19%)
- TODAY posted the biggest growth in total viewership compared to January (+96,000, or +3%), reduced GMA’s lead by 39%, and increased its advantage over CBS by 6%
WEEK OF FEBRUARY 22-28, 2021
TODAY averaged 1.034 million A25-54 viewers, leading GMA by +153,000 (+17%) and CBS This Morning by +468,000 (+83%)
- TODAY has now ranked #1 in the key demo for 79 consecutive weeks and 268 of the last 270 weeks
- This was TODAY’s biggest A25-54 audience since the week of 1/4/2021 (a six-week high) and widest advantage over CBS since the week of 1/18/2021 (best in four weeks)
- Compared to the same week last year, TODAY more than doubled its demo lead over GMA (+153,000 vs. +68,000 prior year, a 125% increase)
- TODAY was the only program to increase in A25-54 viewers week-over-week (+8,000, or +1%); TODAY also widened its lead over GMA by 87% (+153,000 vs. +82,000 prior week) and CBS by 26% (+468,000 vs. +370,000 prior week)
TODAY averaged 735,000 A18-49 viewers, topping GMA by +140,000 (+23%) and CBS by +331,000 (+82%)
- TODAY is the #1 ranked morning show in A18-49 for the 75th consecutive week and 287th of the last 290 weeks
- TODAY’s A18-49 lead over CBS hit a 13-week high (since Thanksgiving Week, 11/23/2020)
- Week-over-week, TODAY’s A18-49 lead over GMA rose by 97% (+140,000 vs. 71,000 prior week) and over CBS by 16% (+331,000 vs. +285,000 prior week)
TODAY averaged 3.399 million total viewers, beating CBS This Morning by +705,000 (+19%)
- This was TODAY’s narrowest total viewer gap vs. GMA in eight week (since week of 12/28/2020) and largest advantage over CBS in 13 weeks (since week of 11/23/2020)
- Compared to the same week last season, TODAY reduced the total viewer gap vs. GMA by 38%
- Week-over-week, TODAY’s total viewer gap vs. GMA narrowed by 40% while its lead over CBS increased by 21%
- TODAY posted first-place finishes in total viewers on both Wednesday and Friday morning
2020-21 SEASON-TO-DATE (9/21/2020-2/28/2021)
TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years
TODAY’s A25-54 advantage over GMA (+91,000) is 2% better than the same point last season
TODAY’s A18-49 lead over GMA (+112,000) is 4% higher than prior year and its best advantage in three seasons
TODAY Digital
The last three months were TODAY Digital’s strongest on record
- In February, TODAY saw its third largest digital audience on record with more than 50M unique visitors (+39% YoY)
- TODAY also reached more than 100M on-net page views in February, its fifth month in a row with more than 100M PVs (+22% YoY)
- TODAY’s streaming channel, TODAY All Day, had its strongest month ever
- Last week, TODAY Digital reached 14.5M unique visitors, up +50% vs. the prior year
Source: Adobe Analytics and Partner Portals
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