TODAY Wins 316 out of 321 Weeks in A25-54
TODAY Tops GMA in Total Viewers Last Monday and Tuesday
TODAY Grows Across the Board Week Over Week
NEW YORK – October 26, 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 316 out of the last 321 weeks in first place. TODAY also won in total viewers on Monday and Tuesday.
Last week, TODAY grew across the board in total viewers, A25-54 and A18-49. TODAY also hit a six-week high in the key demo and delivered its biggest demo lead over GMA in four weeks. For seven years in a row, TODAY has been the winner in the key demo at this point in the season. TODAY’s season-to-date demo lead is now the best in three years.
Additionally, TODAY All Day had its best week ever with 205,000 hours viewed, growing week over week. TODAY Digital reached over 12.3 million unique visitors last week, growing versus the prior week.
TODAY HIGHLIGHTS:
TODAY averaged 921,000 A25-54 viewers, leading GMA by +123,000 (+15%) and CBS Mornings by +388,000 (+73%)
- TODAY has ranked #1 among A25-54 viewers for 316 of the last 321 weeks
- TODAY widened its demo lead over GMA by 73% compared to the same week last season (+123,000 vs. +71,000 prior year).
- Week-over-week, TODAY increased its A25-54 viewership by +47,000 (+5%) and improved its leads by 12% over both GMA (+123,000 vs. +110,000 prior week) and CBS (+388,000 vs. +345,000 prior week).
TODAY averaged 653,000 A18-49 viewers, leading GMA by +113,000 (+21%) and CBS by +265,000 (+68%)
- TODAY’s A18-49 delivery rose by +32,000 (+5%) while its lead over CBS improved by 8% (+265,000 vs. +246,000 prior week).
TODAY averaged 3.176 million total viewers, +661,000 (+27%) more than CBS
- TODAY led GMA in total viewers on Monday (+136,000) and Tuesday (+15,000)
- Compared to the same week last season, TODAY closed the total viewer gap with GMA by 70% (-62,000 vs. -205,000 prior year) and increased its lead over CBS by 4% (+661,000 vs. +635,000 prior year).
- Week-over-week, TODAY increased its total viewer delivery by +3,000 (+0.1%), narrowed the gap with GMA by 22% (-62,000 vs. -79,000 prior week).
TODAY reached 12.3M unique visitors last week (18% WoW)
- The brand delivered 31M video views across on and off net platforms (30% WoW, 4% YoY)
- TODAY All Day had its second straight record week with 205K hours viewed (2% WoW)
- TODAY podcasts had one of their five strongest weeks on record with 324K downloads ( 45% vs. prior 13-week avg.)
- TODAY newsletters garnered 234K visits (14% vs.13-week average)
- These newsletters had an average click-thru rate of 11% and an open rate of 33%
2021-22 SEASON-TO-DATE (9/20/2021-10/24/2021)
TODAY has ranked #1 in A25-54 and A18-49 at this point of the season for seven consecutive years
TODAY’s A25-54 advantage over GMA (+102,000) is up 62% from the same point last season (+63,000) and the highest level in three years
TODAY’s A18-49 lead over GMA (+119,000) is 12% better than the same point last season (+106,000) and the highest level in four years
