TODAY Tops GMA in Key Demo For 6 Years, 25 Quarters and 76 Months Straight
TODAY Narrows Total Viewer Gap with GMA Versus Prior Year, Quarter and Month
TODAY Grows Across the Board Quarter Over Quarter
TODAY Is #1 in Key Demo Season to Date for 7th Straight Year
NEW YORK – December 29, 2021 – NBC News’ TODAY was the number-one morning show for 2021, topping ABC’s “Good Morning America” in the key demo. TODAY has now won A25-54 for 6 straight years, 25 consecutive quarters and 76 months in a row. No other network morning show has won the key demo for as many consecutive quarters or months as TODAY.
Last Quarter, TODAY grew in total viewers, A25-54 and A18-49 and grew its demo lead over GMA. Additionally, TODAY narrowed its total viewer gap with GMA versus the prior year, quarter and month.
Season to date, TODAY is posting its closest total viewer gap with GMA in two years. TODAY has been number-one in the key demo for seven years straight. On a percentage basis at this point in the season, TODAY’s lead over GMA in the key demo is the largest in three years and among A18-49 viewers, the largest lead in five years.
TODAY Digital reached 11.3 million unique visitors last week.
TODAY HIGHLIGHTS:
2021 BROADCAST YEAR
TODAY averaged 924,000 A25-54 viewers, leading GMA by +85,000 (+10%) and CBS Mornings by +371,000 (+67%)
- For the sixth consecutive year, TODAY ranked #1 among A25-54 viewers
TODAY averaged 665,000 A18-49 viewers, +98,000 (+17%) higher than GMA and +268,000 (+67%) more than CBS
- TODAY was the #1 morning show among A18-49 viewers for the 30th consecutive year
TODAY averaged 3.231 million total viewers, leading CBS by +609,000 (+23%)
- TODAY’s total viewer gap versus GMA improved by 14% year-over-year (-90,000 vs. -105,000 in 2020).
4TH QUARTER 2021
TODAY averaged 906,000 A25-54 viewers, leading GMA by +94,000 (+12%) and CBS Mornings by +369,000 (+69%)
- This represents TODAY’s 25th consecutive quarter as the #1 morning show in A25-54
- Compared to prior quarter, TODAY increased its demo audience by +28,000 (+3%) and improved its lead over GMA by 16% (+94,000 vs. +81,000 prior quarter).
TODAY averaged 658,000 A18-49 viewers, +112,000 (+21%) higher than GMA and +271,000 (+70%) more than CBS
- Compared to prior quarter, TODAY added +35,000 A18-49 viewers (+6%) and widened its advantage over GMA by 30% (+112,000 vs. +86,000 prior quarter).
TODAY averaged 3.231 million total viewers, leading CBS by +693,000 (+27%)
- TODAY added +62,000 (+2%) to its total viewership compared to prior quarter.
- TODAY closed the total viewer gap versus GMA by 39% year-over-year (-92,000 vs. -150,000 in 4Q 2020) and increased its lead over CBS by 9% (+693,000 vs. +636,000 prior year).
DECEMBER 2021
TODAY averaged 877,000 A25-54 viewers, leading GMA by +50,000 (+6%) and CBS Mornings by +325,000 (+59%)
- This represents TODAY’s 76th consecutive month as the #1 morning show in A25-54
TODAY averaged 634,000 A18-49 viewers, +71,000 (+13%) higher than GMA and +235,000 (+59%) more than CBS
- TODAY has been the #1 morning show in A18-49 for 81 consecutive months
TODAY averaged 3.206 million total viewers, leading CBS by +626,000 (+24%)
- TODAY closed the total viewer gap versus GMA by 47% year-over-year (-140,000 vs. -266,000 in December 2020) and increased its lead over CBS by 7% (+626,000 vs. +586,000 prior year).
WEEK of DECEMBER 20-26, 2021
Note: All three morning news shows were labeled as specials on Friday for the Christmas Eve holiday.
TODAY averaged 757,000 A25-54 viewers, leading CBS Mornings by +238,000 (+46%)
TODAY averaged 558,000 A18-49 viewers, leading GMA by +15,000 (+3%) and CBS by +186,000 (+50%)
TODAY averaged 3.031 million total viewers, +645,000 (+27%) more than CBS
- TODAY’s total viewer lead over CBS grew by 28% week-over-week (+645,000 vs. +505,000 prior week).
