TODAY Narrows Total Viewer Gap with GMA by 22% Vs. Last Year
TODAY Tops GMA in Total Viewers Last Monday
NEW YORK – August 24, 2021 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54. The win marks 307 out of the last 312 weeks in first place. TODAY has now quadrupled its demo lead over GMA versus its pre-Olympic Q3 average and grown its demo audience 9 percent. For six years straight, TODAY has won the key demo at this point in the season.
TODAY narrowed the total viewer gap with GMA by a whopping 22 percent compared to last year, while posting audience growth versus pre-Olympic Q3. TODAY also won in total viewers last Monday.
TODAY Digital reached 30 million total video views last week, its largest number of video views since June.
TODAY HIGHLIGHTS:
TODAY averaged 862,000 A25-54 viewers, leading GMA by +69,000 (+9%) and CBS This Morning by +349,000 (+68%)
- TODAY has ranked #1 among A25-54 viewers for 307 of the last 312 weeks
- TODAY’s demo lead over CBS improved by 7% compared to the same week last season (+349,000 vs. +326,000 prior year)
- Week-over-week, TODAY increased its A25-54 delivery by +41,000 viewers (+5%) and improved its demo lead over CBS by 12% (+349,000 vs. +312,000 prior week)
TODAY averaged 585,000 A18-49 viewers, leading GMA by +50,000 (+9%) and CBS by +223,000 (+62%)
- TODAY increased its A18-49 delivery by +3,000 viewers (+0.4%) week-over-week
TODAY averaged 3.075 million total viewers, +530,000 (+21%) more than CBS This Morning
- Compared to the same week last season, TODAY added +38,000 viewers (+1%) to its total audience while closing the gap with GMA by 22% (-126,000 vs. -161,000 prior year).
- TODAY grew its total audience by +66,000 viewers (+2%) week-over-week
TODAY Digital reached 30 million total video views last week, its largest number of video views since June.
- TODAY reached 11.0M unique visitors
- TODAY saw 30M video views across on and off net platforms, its largest number of video views since late June (8 % WoW, 17 % YoY)
- TODAY All Day delivered 92K hours viewed and 980K video view (3 % WoW)
- TODAY podcasts drove 160K downloads
- TODAY newsletters garnered 201K visits
- These newsletters had an average click-thru rate of 12 % and an open rate of 23 %
2020-21 SEASON-TO-DATE (9/21/2020-8/22/2021)
TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for 28 straight years
