TODAY Tops GMA in Total Viewers for Two Days, Wins Key Demo for the Week
TODAY Posts Largest Season-to-Date Demo Lead and Closest Total Viewer Gap with GMA in 3 Years
TODAY Is #1 in Key Demo Season to Date for 7 Straight Years
NEW YORK – November 16, 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 319 out of the last 324 weeks in first place. TODAY also won outright last Monday and Wednesday, besting the competition in total viewers. Week over week, TODAY hit a 10-week high in total viewers and saw the biggest total viewer growth of the morning shows.
Season to date, TODAY is posting its biggest demo lead and closest total viewer gap with GMA in three years. TODAY has been number-one in the key demo at this point in the season for seven years straight. On a percentage basis, TODAY’s lead over GMA among A18-49 viewers is its largest in ten years at this point in the season.
TODAY Digital reached 13.1 million unique visitors last week, growing year over year and week over week.
TODAY HIGHLIGHTS:
KEY POINTS
- TODAY ranked #1 in A25-54 (319 of the last 324 weeks) and #1 in A18-49 (322 of the last 327 weeks)
- All three programs hit 10-week highs in total viewers (since week of 8/30/2021)
- TODAY saw the biggest total viewer growth week-over-week and posted its biggest lead over CBS in seven weeks (week of 9/20/2021)
- TODAY was the #1 morning show in total viewers on Monday and Wednesday
- TODAY improved its margins vs GMA across-the-board vs. prior week.
- Through Week 8 of the season, TODAY is the #1 ranked morning show in A25-54 and A18-49 viewers for the seventh year in a row
- TODAY is seeing its biggest demo lead and closest total viewer gap vs. GMA in three years
- On a percentage basis, TODAY’s A18-49 season-to-date lead vs. GMA is the largest in 10 years
WEEK OF NOV. 8
TODAY averaged 916,000 A25-54 viewers, outperforming GMA by +87,000 (+10%) and CBS Mornings by +360,000 (+65%)
- TODAY has ranked #1 among A25-54 viewers for 319 of the last 324 weeks
- Week-over-week, TODAY’s A25-54 viewership increased by +33,000 (up +4%) while its lead over GMA grew by 40% (+87,000 vs. +62,000 prior week).
TODAY averaged 660,000 A18-49 viewers, leading GMA by +114,000 (+21%) and CBS by +268,000 (+68%)
- TODAY has ranked #1 among A18-49 viewers for 321 of the last 326 weeks
- TODAY has topped GMA by at least +100,000 A18-49 viewers in seven of the last eight weeks
- Compared to prior week, TODAY added +27,0000 A18-49 viewers (up +4%) and increased its lead over GMA by 39% (+114,000 vs. +82,000 prior week).
TODAY averaged 3.328 million total viewers, -94,000 (-3%) behind GMA and +718,000 (+28%) higher than CBS
- This was TODAY’s biggest total viewer advantage over CBS Mornings in seven weeks (week of 9/20/2021)
- TODAY was the #1 morning show in total viewers on Monday and Wednesday
- Compared to the same week last season, TODAY’s total viewer lead over CBS grew by 16% (+718,000 vs. +621,000 prior year).
- Week-over-week, TODAY saw the biggest gain in total viewership (+262,000, or +9%), closed the gap with GMA by 49% (-94,000 vs. -184,000 prior week), and improved its lead over CBS by 14% (+718,000 vs. +628,000 prior week).
2021-22 SEASON-TO-DATE (9/20/2021-11/14/2021)
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 (+103,000) is 17% higher than the same point last season (+88,000) and is at its highest level in three years
On a percentage basis, TODAY’s A18-49 advantage over GMA (22.5%) is at its highest level in 10 seasons
TODAY trails GMA by -105,000 total viewers, a 36% improvement from the same point last year (-163,000) and TODAY’s best competitive start to a season in 3 years
- TODAY’s +684,000 total viewer lead over CBS is 11% higher than the same point last season (+618,000)
