TODAY Tops GMA in Key Demo For 26 Quarters and 79 Months Straight
TODAY Wins 335 out of 343 Weeks in A25-54
TODAY Grows Across the Board Week Over Week
TODAY Digital Delivers Largest Audience Ever For Quarter
NEW YORK – March 29, 2022 – NBC News’ TODAY was the number-one morning show for the first quarter in 2022, topping ABC’s “Good Morning America” in the key demo. TODAY has now won A25-54 for 26 straight quarters and 79 consecutive months in a row.
TODAY also won in the key demo last week and grew across the board versus the prior week. Season to date, TODAY has been the winner in the key demo for seven years straight and in A18-49 for nine years straight.
TODAY Digital reached a record-breaking audience in the first quarter with more than 72M monthly unique visitors. Additionally, the last three months have been the brands strongest three months on record, growing by over 25% versus the prior year and also growing week over week.
1st QUARTER 2022
TODAY averaged 870,000 A25-54 viewers, leading GMA by +53,000 (+6%) and CBS Mornings by +324,000 (+54%)
TODAY averaged 606,000 A18-49 viewers, +57,000 (+10%) higher than GMA and +213,000 (+54%) more than CBS
TODAY averaged 3.159 million total viewers, leading CBS by +657,000 (+26%)
- TODAY improved its total viewer lead over CBS by 29% compared to 1Q 2021 (+657,000 vs. +510,000 prior year).
TODAY reached a record-breaking audience in the first quarter with more than 72M monthly unique visitors
- January and February 2022 are the brand’s two strongest months on record, growing by 26% versus the prior year
- TODAY ranks as the third largest individual publisher among leading lifestyle and entertainment brands
- TODAY All Day had its strongest quarter on record with January, February and March 2022 all among the top three months on record
Source: Comscore Media Metrix, January – February 2022. US desktop internet population 2+ and mobile internet population 13+ years old.
MARCH 2022
TODAY averaged 828,000 A25-54 viewers, leading GMA by +31,000 (+4%) and CBS Mornings by +281,000 (+51%)
TODAY averaged 575,000 A18-49 viewers, +27,000 (+5%) higher than GMA and +181,000 (+46%) more than CBS
TODAY averaged 2.994 million total viewers, leading CBS by +510,000 (+20%)
- Compared to March 2021, TODAY improved its total viewer lead over CBS by 6% (+510,000 vs. +480,000 prior year).
TODAY Digital reached 70 million unique visitors in February, surpassing 70 million unique visitors for two months in a row.
- The last three months have been the brands strongest three months on record, growing by over 25% versus the prior year
- With 70 million unique visitors, TODAY ranks as the third largest individual publisher among leading lifestyle and entertainment brands.
WEEK of 3/21/2022
TODAY averaged 820,000 A25-54 viewers, beating GMA by +13,000 (+2%) and leading CBS by +319,000 (+63%)
- TODAY has beaten GMA for 12 consecutive weeks (since 1/3/2022) and 336 of the last 343 weeks
- TODAY’s demo advantage over CBS is the largest seen in 5 weeks (since 2/14/22)
- Vs. prior week, TODAY added +51,000 A25-54 viewers (+7%) and improved its A25-54 viewership advantage vs. CBS by 26% (+319,000 vs. +254,000 prior week).
TODAY averaged 598,000 A18-49 viewers, beating ABC by +39,000 (+7%) and leading CBS by +231,000 (+63%)
- TODAY has beaten ABC for 3 consecutive weeks (since 3/7/2022) and ranked ahead of CBS for 1,545 straight weeks (since 8/10/1992)
- TODAY’s A18-49 advantage over CBS is the largest seen in 5 weeks (since 2/14/22)
- Vs. prior week, TODAY increased its A18-49 viewership +10% (+52,000) while improving its A18-49 advantage vs. ABC by 30% (+39,000 vs. +30,000 prior week) and vs. CBS by 38% (+231,000 vs. +168,000 prior week).
TODAY averaged 2.887 million total viewers, leading CBS by +454,000 (+19%)
- TODAY has beaten CBS for 1,545 consecutive weeks (since 8/10/1992)
- Week-over-week, TODAY’s total viewership was up +4% (+113,000).
Last week, TODAY reached 12.9M unique visitors (4% WoW)
- The brand drove 36M video views across on and off net platforms (21% WoW, 9% YoY)
- TODAY All Day had one of its three strongest weeks on record ( 298K hours, 11% WoW)
2021-22 SEASON-TO-DATE (9/20/2021-3/27/2022)
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 (and 29 of the last 30 years)
