TODAY Posts Biggest Total Viewer and A25-54 Deliveries in Six Weeks
TODAY Doubles Demo Lead Over GMA Year Over Year
TODAY Cuts Total Viewer Gap with GMA by More Than Half Versus Prior Week and Year
TODAY Grows Across the Board Week Over Week
NEW YORK – January 11, 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 325 out of the last 332 weeks in first place and a 6-week high in total viewers and key demo.
Last week, TODAY posted the most growth of the morning shows in both total viewers and the key demo, more than GMA and CBS combined and delivered its biggest demo lead over GMA in six weeks. Additionally, TODAY cut the total viewer gap with GMA by more than half versus the prior week and year. Year over year, TODAY more than doubled its demo lead over GMA and was the only morning show to grow in total viewers.
Season to date, TODAY has been number-one in the key demo for seven years straight. TODAY’s A25-54 percentage lead over GMA is its largest in 3 seasons and its A18-49 percentage lead is its largest in 4 seasons, season to date.
TODAY Digital reached 14.5 million unique visitors last week, growing week over week and TODAY All Day had its strongest week on record.
TODAY HIGHLIGHTS:
TODAY averaged 950,000 A25-54 viewers, leading GMA by +119,000 (+14%) and CBS Mornings by +435,000 (+84%)
- TODAY has ranked #1 in among A25-54 viewers for 325 of the last 332 weeks
- This was TODAY’s biggest A25-54 delivery and best advantages over GMA and CBS in six weeks (week of 11/22/2021, Thanksgiving Week)
- Compared to the same week last season, TODAY more than doubled its demo lead over GMA (+119,000 vs. +43,000 prior year) and increased its lead over CBS by 12% (+435,000 vs. +389,000 prior year).
- Week-over-week, TODAY added more A25-54 viewers (+252,000, up +36%) than GMA and CBS combined while also nearly doubling its lead over CBS (+435,000 vs. +219,000 prior week).
TODAY averaged 674,000 A18-49 viewers, leading GMA by +118,000 (+21%) and CBS by +295,000 (+78%)
- TODAY posted its biggest A18-49 audience and advantage over CBS in five weeks (week of 11/29/2021) and its biggest A18-49 lead over GMA in six weeks (week of 11/22/2021)
- Versus the same week last season, TODAY increased its A18-49 lead over GMA by 157% (+118,000 vs. +46,000 prior year).
- Compared to prior week, TODAY increased its A18-49 viewership by +186,000 (+38%), higher than GMA and CBS combined.
TODAY averaged 3.341 million total viewers, +926,000 (+25%) more than CBS
- This represents TODAY’s biggest total viewership and widest advantage over CBS in six weeks (week of 11/22/2021)
- TODAY was the only morning news program to increase its total viewership versus the same week last season (+30,000, or +1%) while also cutting the gap vs. GMA by 65% (-108,000 vs. -308,000 prior year) and improving its lead over CBS by 811% (+926,000 vs. +512,000 prior year).
- Week-over-week, TODAY’s total viewer delivery increased by +457,000 (+16%), more than GMA and CBS’ gains combined. TODAY also reduced the total viewer gap vs. GMA by 59% (-108,000 vs. -264,000 prior week) and widened its lead over CBS by 62% (+926,000 vs. +571,000 prior week).
TODAY Digital reached 14.5 million unique visitors last week, growing week over week and TODAY All Day had its strongest week on record.
- TODAY also delivered 33M video views across on and off network platforms
- TODAY All Day had its strongest week on record with 262K hours viewed (12%WoW)
- TODAY podcasts drove 290K downloads
- TODAY newsletters garnered 219K visits (7% vs.13-week average)
- These newsletters had an average click-thru rate of 5% and an open rate of 48%
2021-22 SEASON-TO-DATE (9/20/2021-1/9/2022)
TODAY has ranked #1 in A25-54 and A18-49 at this point of the season for seven consecutive years
- On a percentage basis, TODAY’s A25-54 lead over GMA (11.0%) is at its highest level in three seasons
- On a percentage basis, TODAY’s A18-49 lead over GMA (19.6%) is at its highest level in four seasons
