TODAY Wins 314 out of 319 Weeks in A25-54
TODAY Tops GMA in Total Viewers Last Monday
TODAY Grows in Key Demo Lead vs.GMA Week Over Week and Year Over Year
NEW YORK – October 12, 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 314 out of the last 319 weeks in first place. TODAY also won in total viewers Monday. TODAY widened its key demo lead over GMA both versus the prior week and year. TODAY also narrowed the total viewer gap with GMA by 32% versus last year. For seven years in a row, TODAY has been the winner in the key demo at this point in the season.
TODAY Digital reached over 11.5 million unique visitors last week, growing year over year.
TODAY HIGHLIGHTS:
TODAY averaged 881,000 A25-54 viewers, leading GMA by +80,000 (+10%) and CBS Mornings by +354,000 (+67%)
- TODAY has ranked #1 among A25-54 viewers for 314 of the last 319 weeks
- TODAY’s demo lead over GMA improved by 5% compared to the same week last season (+80,000 vs. +76,000 prior year)
- Week-over-week, TODAY improved its demo advantage over GMA by 3% (+80,000 vs. +78,000 prior week)
TODAY averaged 660,000 A18-49 viewers, leading GMA by +123,000 (+23%) and CBS by +274,000 (+71%)
- TODAY’s A18-49 lead over GMA was up 8% compared to the same week last season (+123,000 vs. +114,000 prior year)
- Versus prior week, TODAY added +1,000 A18-49 viewers and widened its lead over GMA by 18% (+123,000 vs. +104,000 prior week) and CBS by 7% (+274,000 vs. +255,000 prior week)
TODAY averaged 3.115 million total viewers, +624,000 (+25%) higher than CBS
- TODAY led GMA by +6,000 total viewers on Monday morning
- Compared to the same week last season, TODAY’s total viewer gap versus GMA improved by 32% (-140,000 vs. -206,000 prior year)
TODAY Digital reached over 11.5 million unique visitors last week, growing year over year.
- TODAY All Day delivered 183K hours viewed, its 2nd strongest week ever
- TODAY podcasts also had their 2nd strongest week on record with 347K downloads ( 75% vs. prior 13-week avg.)
- TODAY newsletters garnered 174K visits
- These newsletters had an average click-thru rate of 9% and an open rate of 27%
2021-22 SEASON-TO-DATE (9/20/2021-10/10/2021)
TODAY has been #1 in A25-54 and A18-49 at this point of the season for seven consecutive years
TODAY’s A25-54 advantage over GMA (+92,000) is up 42% from the same point last season (+65,000) and the highest level in three years
TODAY’s A18-49 lead over GMA (+120,000) is 15% better than the same point last season (+104,000) and the highest level in four years
TODAY trails GMA by -119,000 total viewers, a 30% improvement from last year (-171,000) and TODAY’s best competitive start to a season in 10 years
- TODAY leads CBS by +685,000 total viewers, 2% higher than the same point last season (+673,000)
