TODAY Tops GMA For 6 Straight Seasons and 24 Consecutive Quarters in Key Demo
TODAY Wins 311 out of 316 Weeks in A25-54
TODAY Only Morning Program to Grow in Total Viewers Year Over Year
NEW YORK – September 21, 2021 – NBC News’ TODAY was the number-one morning show in the key demo for the 2020-21 season, topping ABC’s “Good Morning America” for 6 straight seasons and 24 consecutive quarters. No other network morning show has won the key demo for as many consecutive seasons or quarters as TODAY.
During the 3rd quarter, TODAY narrowed the total viewer gap and grew its demo lead over GMA versus both the prior quarter and the prior year.
Last week, TODAY also won the key demo, marking 311 out of 316 weeks in first place. TODAY was the only morning program to grow in total viewers.
Additionally, TODAY Digital reached over 11.6 million unique visitors last week and 29 million video views, growing week over week.
TODAY HIGHLIGHTS:
2020-21 BROADCAST SEASON
Among A25-54 viewers:
- TODAY averaged 960,000 A25-54 viewers, outperforming GMA by +86,000 (+10%) and CBS This Morning/Mornings by +384,000 (+67%)
Among A18-49 viewers:
- TODAY averaged 689,000 A18-49 viewers, leading GMA by +101,000 (+17%) and CBS by +280,000 (+68%)
Among total viewers:
- TODAY averaged 3.269 million viewers, leading CBS by +593,000 (+22%)
3rd QUARTER 2021
Among A25-54 viewers:
- TODAY averaged 879,000 A25-54 viewers, outperforming GMA by +81,000 (+10%) and CBS This Morning/Mornings by +383,000 (+77%)
- Versus prior quarter, TODAY increased its demo advantage over GMA by +37% (+81,000 vs. +59,000 in 2Q’21) and CBS by 7% (+383,000 vs. +358,000 in 2Q’21)
- Compared to the same period last year, TODAY’s A25-54 lead over GMA improved by 4% (+81,000 vs. +78,000 in 3Q’20)
Among A18-49 viewers:
- TODAY averaged 624,000 A18-49 viewers, leading GMA by +87,000 (+16%) and CBS by +275,000 (+79%)
- Compared to the prior quarter, TODAY increased its A18-49 lead over ABC by 7% (+87,000 vs. +81,000 in 2Q’21) and CBS by 8% (+275,000 vs. +254,000 in 2Q’21)
Among total viewers:
- TODAY averaged 3.173 million total viewers, leading CBS by +680,000 (+27%)
- This represents TODAY’s narrowest quarterly total viewer gap vs. GMA since 1Q 2018 (14 quarters)
- TODAY closed the total viewer gap vs. GMA by 71% compared to both prior quarter and prior year (-26,000 vs. -90,000 in both periods)
WEEK of SEPTEMBER 13-19, 2021
TODAY averaged 859,000 A25-54 viewers, leading GMA by +34,000 (+4%) and CBS Mornings by +354,000 (+70%)
- TODAY has ranked #1 among A25-54 viewers for 311 of the last 316 weeks
TODAY averaged 617,000 A18-49 viewers, leading GMA by +61,000 (+11%) and CBS by +267,000 (+76%)
TODAY averaged 3.087 million total viewers, -197,000 (-6%) behind GMA and +683,000 (+28%) higher than CBS
- Compared to the same week last season, TODAY’s total viewer lead over CBS improved by 3% (+683,000 vs. +665,000 prior year)
TODAY Digital reached over 11.6 million unique visitors last week and 29 million video views, growing week over week.
- TODAY Digital reached over 11.6 million unique visitors last week and 29 million video views growing week over week.
- TODAY reached 11.6M unique visitors last week (8% WoW)
- TODAY saw 29M video views across on and off net platforms (8%WoW)
- It was TODAY’s 2nd straight week of week-over-week video start growth
- TODAY All Day delivered 82K hours viewed and 1.0M video view
- The stream has reached more than 1M starts for eight of the last ten weeks
- TODAY podcasts had their strongest week on record with 287K downloads ( 78% vs. prior 13-week avg.)
- TODAY newsletters garnered 213K visits
- These newsletters had an average click-thru rate of 12% and an open rate of 20%
