TODAY Posts Largest Demo Lead Over GMA in 3 Years Season To Date
TODAY Narrows Total Viewer Gap With GMA Versus Prior Week
The 3rd Hour of TODAY and TODAY with Hoda & Jenna Top the Competition
BEIJING – February 15, 2022 – NBC News’ TODAY was the number-one morning show during the first week of the Beijing Olympics, topping ABC’s “Good Morning America” in the key demo A25-54. The win marks 29 straight Olympics weeks (and 330 of the last 337 weeks) in first place. TODAY also won outright last Thursday.
TODAY narrowed its total viewer gap with GMA versus the prior week, and season to date, its key demo lead over GMA is at its highest level in three years on a percentage basis. TODAY has been number-one in the key demo for seven years straight, season to date.
Additionally, The 3rd Hour of TODAY has topped The View in total viewers and the key demo for the past five out of six weeks, posting its largest demo lead in 27 weeks.
TODAY with Hoda & Jenna topped GMA3: What You Need To Know and The Talk in total viewers and the key demo last week. The 10am hour posted significant growth during Q4 2021, where it gained more total viewers than both The View and GMA 3 combined compared to the previous quarter.
TODAY All Day reached a record 292K hours viewed last week, growing versus the previous week.
TODAY HIGHLIGHTS:
Season-to-date, TODAY has been the #1 ranked morning show in A25-54 for seven consecutive years and A18-49 for nine straight years (also 29 of the last 30 years in A18-49)
- TODAY’s total viewer gap vs. GMA has improved by 23% compared to the same point last season
- On a percentage basis, TODAY’s lead over GMA is the highest in three years among A25-54
- TODAY has won every Olympics week in A25-54 and A18-49 — 29 straight Olympics weeks and the 15th instance of winning the first full week of competition
TODAY averaged 852,000 A25-54 viewers, leading GMA by +4,000 (+0.5%) and CBS Mornings by +349,000 (+69%)
- TODAY has ranked #1 in among A25-54 viewers for 330 of the last 337 weeks
- Compared to the same week last season, TODAY’s demo lead over CBS improved by 16% (+349,000 vs. +300,000 prior year).
- TODAY’s A25-54 lead over CBS was 2% higher than prior week (+349,000 vs. +341,000 prior week).
TODAY averaged 589,000 A18-49 viewers, leading GMA by +38,000 (+7%) and CBS by +226,000 (+62%)
- TODAY’s A18-49 lead over CBS was 2% better than the same week last season (+226,000 vs. +221,000 prior year).
- Week-over-week, TODAY’s A18-49 lead over CBS improved by 3% (+226,000 vs. +219,000 prior week).
TODAY averaged 3.066 million total viewers, +567,000 (+23%) more than CBS
- TODAY topped GMA by +34,000 viewers on Thursday morning
- Compared to the same week last season, TODAY improved its total viewer lead over CBS by 54% (+567,000 vs. +367,000 prior year).
- TODAY narrowed the total viewer gap with GMA by 18% week-over-week (-270,000 vs. -331,000 prior week).
3RD HOUR TODAY ranks ahead of THE VIEW across the board for the 5th time in the prior 6 weeks –competitive strength not seen in nearly 18 months (since 8/2020).
- 3RD HOUR TODAY averaged 2.331 million total viewers (+6% ahead of THE VIEW) and 597,000 A25-54 viewers (+57% ahead).
- The +136,000 total viewer weekly advantage over THE VIEW was the largest in 27 weeks (since Tokyo 2020)
TODAY w/ HODA & JENNA ranks ahead of GMA3: WHAT YOU NEED TO KNOW and THE TALK for the first full week of the Beijing 2022 Games.
- Competitive advantages were in the double-digit percentages against both programs across all key measures.
- TODAY w/ HODA & JENNA averaged 1.790 million total viewers (+13% ahead of GMA3 and +19% ahead of THE TALK).
- The fourth hour of TODAY averaged 455,000 A25-54 viewers (+33% over GMA3 and +40% above THE TALK).
- In Q4 2021, HODA & JENNA posted a bigger total viewer increase versus prior quarter than both THE VIEW and GMA 3 combined
- In Q4 2021, HODA & JENNA had its first back-to-back quarterly demo wins over THE VIEW since 2017
- In Q1 22-to-date, HODA AND JENNA up 8% in total viewers, while THE VIEW is down 21%, LIVE WITH KELLY AND RYAN down 8%, and TAMRON HALL SHOW down 9% compared to the same period last year.
TODAY All Day reached a record 292K hours viewed last week, growing versus the previous week.
- TODAY reached 12.7M unique visitors last week
- TODAY also delivered 23M video views across on and off network platforms
- TODAY All Day reached a record 292K hours viewed (12% WoW)
- TODAY podcasts drove 280K downloads ( 1% vs. prior 13-week avg.)
- TODAY newsletters garnered 261K visits (23% vs.13-week average)
- These newsletters had an average click-thru rate of 7% and an open rate of 54%
2021-22 SEASON-TO-DATE (9/20/2021-2/13/2022)
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
- On a percentage basis, TODAY’s A25-54 lead over GMA (9.7%) is at its highest level in three seasons
