TODAY Wins 77 Consecutive Months in Key Demo
TODAY Grows in Total Viewers And Key Demo Month Over Month
TODAY Is #1 in Key Demo Season to Date for 7th Straight Year
NEW YORK – February 1, 2021 – NBC News’ TODAY was the number-one morning show in the key demo for the month of January, topping ABC’s “Good Morning America” for 77 straight months. The win marks 328 out of 335 weeks in first place.
Last month, TODAY grew in both total viewers and the key demo. Versus the prior year, TODAY increased its demo lead over GMA and narrowed the total viewer gap.
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 three years and its A18-49 percentage lead is its largest in four years at this point in the season.
TODAY Digital reached 14 million unique visitors last week.
JANUARY 2022
TODAY averaged 880,000 A25-54 viewers, leading GMA by +64,000 (+8%) and CBS Mornings by +342,000 (+64%)
- This represents TODAY’s 77th consecutive month as the #1 morning show in A25-54
- Month-over-month, TODAY’s A25-54 audience increased by +3,000 viewers (+0.4%) and increased its advantages over GMA by 28% (+64,000 vs. +50,000 prior month) and CBS by 5% (+342,000 vs. +325,000 prior month).
- TODAY’s demo lead over GMA improved by 21% compared to January 2021 (+64,000 vs. +53,000 prior year).
TODAY averaged 617,000 A18-49 viewers, +65,000 (+12%) higher than GMA and +225,000 (+58%) more than CBS
- Compared to January 2021, TODAY’s A18-49 lead over GMA was up 3% (+65,000 vs. +63,000 prior year).
TODAY averaged 3.220 million total viewers, leading CBS by +729,000 (+29%)
- Month-over-month, TODAY’s total viewership increased by +13,000 (+0.4%) while its lead over CBS improved by 16% (+729,000 vs. +626,000 prior month).
- TODAY closed the total viewer gap versus GMA by 32% year-over-year (-164,000 vs. -240,000 in January 2021) and increased its lead over CBS by 42% (+729,000 vs. +514,000 prior year).
TODAY Digital had its strongest year on record, reaching more than 50 million unique visitors for 11 of the last 12 months, growing by 10% for the year and experiencing its third year in a row of growth in monthly unique visitors
- In December, TODAY hit a new record, reaching 64 million unique visitors
- TODAY also continues to rank, as it has throughout all of 2021, among the top 10 entities in the Lifestyle category for video views and minutes, and ranks among the top 5 entities for video viewers (November 2021).
WEEK of 1/24/2022
TODAY averaged 861,000 A25-54 viewers, leading GMA by +33,000 (+4%) and CBS Mornings by +301,000 (+54%)
- TODAY has ranked #1 in among A25-54 viewers for 328 of the last 335 weeks
TODAY averaged 584,000 A18-49 viewers, leading GMA by +24,000 (+4%) and CBS by +178,000 (+44%)
TODAY averaged 3.193 million total viewers, +582,000 (+22%) more than CBS
- Compared to the same week last season, TODAY reduced the total viewer gap vs. GMA by 11% (-243,000 vs. -272,000 prior year) and increased its lead over CBS by 39% (+582,000 vs. +419,000 prior year).
TODAY Digital reached 14.0M unique visitors last week
- TODAY also delivered 31M video views across on and off network platforms
- TODAY All Day saw 264K hours viewed, its second best week on record (1% WoW)
- The last four weeks have all been among the livestream’s best weeks on record
- TODAY podcasts drove 286K downloads
- TODAY newsletters garnered 215K visits (3% vs.13-week average)
- These newsletters had an average click-thru rate of 5% and an open rate of 47%
2021-22 SEASON-TO-DATE (9/20/2021-1/30/2022)
TODAY has ranked #1 in A25-54 at this point of the season for seven consecutive years and #1 in A18-49 for nine years in a row
###
