TODAY Tops GMA in A25-54, Its Best Demo Lead in 9 Weeks
TODAY is Only Morning Program to Grow in Key Demo Versus Prior Week
TODAY Is #1 in Key Demo Season to Date for 8th Straight Year
NEW YORK – May 16, 2023 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54, its best advantage over GMA in nine weeks.
Last week, TODAY was the only morning program to grow in the key demo A25-54. TODAY also narrowed the total viewer gap with GMA versus the same week last season. Season to date, TODAY is the top-rated morning show in the key demo A25-54 for eight years straight and number-one in A18-49 for ten years straight.
TODAY Digital reached 14.6 million unique visitors last week, growing year over year.
TODAY HIGHLIGHTS:
KEY POINTS:
- TODAY ranked #1 in A25-54 for the 4th time in the last 6 weeks
- TODAY posted its biggest A25-54 advantage over GMA in nine weeks (since week of 3/6/2023) and hit a five-week high over CBS (since week of 4/3/2023)
- TODAY won all five rated mornings of the week in A25-54 for the first time since February 2022 (week of 2/14/2022)
- TODAY was the only morning news program to increase its A25-54 viewership vs. prior week (up +3%)
- TODAY ranked #1 in A18-49 for the 33rd time in the last 36 weeks
- TODAY posted its biggest A18-49 viewership in nine weeks (week of 3/6/2023) and its widest A18-49 advantage over GMA in 24 weeks (since week of 11/21/2022)
- Vs. prior week, TODAY more than doubled its A18-49 lead over GMA (up +115%) and improved its advantage over CBS by 41%
- TODAY’s A18-49 lead over GMA was 87% higher than the same week last season
- TODAY improved its P2+ gap vs. GMA by 19% compared to the same week last season
- Season-to-date through Week 34, TODAY ranks #1 in A25-54 for the 8th consecutive year and #1 in A18-49 for the 10th year in a row
TODAY averaged 712,000 A25-54 viewers, beating Good Morning America by +42,000 (+6%) and leading CBS Mornings by +222,000 (+45%)
- TODAY ranked #1 among A25-54 viewers for the 4th time in the last 6 weeks and beaten CBS in the demo for 1,604 consecutive weeks (every week since 8/10/1992)
- TODAY posted a clean sweep of the week, winning all five mornings in the key A25-54 demo
- TODAY held its biggest weekly demo advantage over GMA in 9 weeks (since week of 3/6/2023) and over CBS in 5 weeks (since week of 4/3/2023)
- Week-over-week, TODAY was the only morning news program to increase its A25-54 viewership (+22,000, up +3%) while improving its demo lead over CBS by 50% (+222,000 vs. +148,000 prior week)
TODAY averaged 518,000 A18-49 viewers, beating ABC by +88,000 (+21%) and leading CBS by +182,000 (+54%)
- TODAY’s A18-49 viewership hit a 9-week high (best since week of 3/6/2023) while its advantage over GMA was the widest in 24 weeks (since week of 11/21/2022)
- Week-over-week, TODAY was the only morning news program to increase its A18-49 viewership (+33,000, up +7%), more than doubled its lead over GMA (+88,000 vs. +41,000 prior week), and increased its advantage over CBS by 41% (+182,000 vs. +129,000 prior week)
- TODAY improved its A18-49 lead over GMA by 87% compared to the same week last season (+88,000 vs. +47,000 prior year)
TODAY averaged 2.771 million total viewers, leading CBS by +423,000 (+18%)
- TODAY has now outperformed CBS for 1,604 consecutive weeks in total viewers (every week since 8/10/1992)
- Week-over-week, TODAY improved its total viewership advantage vs. CBS by 3% (+423,000 vs. +410,000 prior week)
- Compared to the same week last season, TODAY reduced its total viewership gap vs. ABC by 19% (-328,000 vs. -405,000 prior year).
TODAY Digital had its best week since February at 14.6M unique visitors (-0% WoW, 18% YoY)
- The brand drove 39M video views across on and off net platforms (-23% WoW, 20% YoY)
2022-23 SEASON-TO-DATE (9/19/2022-5/14/2023)
TODAY ranks #1 in A25-54 at this point of the season for the 8thconsecutive year and in A18-49 for the 10th consecutive year
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