TODAY Tops GMA in Key A25-54 Demo For Month and Week
TODAY Posts Biggest Monthly Demo Win Over GMA in 5 Years and Best Monthly Streak in 5 Years
TODAY Tops GMA in Total Viewers Tuesday
TODAY Is #1 in Key Demo Season to Date
NEW YORK – April 30, 2024 – NBC News’ TODAY was the number-one morning show in April, topping ABC’s “Good Morning America” in the key demo A25-54 for eight consecutive months. TODAY posted its largest monthly demo win over GMA in five years and its best monthly streak since May 2019.
Last week, TODAY marked its 37th straight weekly demo win, its longest streak since December 2020. TODAY has now won every morning of 2024 in A25-54, its longest unbroken daily demo streak start to the year since 2012. Additionally, TODAY narrowed the total viewer gap with GMA by 56% versus the prior season and topped GMA in total viewers last Tuesday.
Season to date, TODAY is the top-rated morning show in the key demo, with an advantage more than nine times higher than the prior season. TODAY marked its best key demo start to a season versus GMA in five years.
APRIL 2024
Source: Nielsen, L+SD, 4/1/2024-4/28/2024. Average audience based on regularly-titled telecasts only.
KEY MONTHLY POINTS:
- TODAY has ranked #1 in A25-54 for 8 consecutive months (longest streak since April 2022)
- This was TODAY’s biggest monthly demo win over GMA in five years (since April 2019)
- TODAY topped GMA by at least 100,000 A25-54 viewers for the 6th month in a row, its best streak since May 2019
- Versus GMA, TODAY’s demo lead was up 8% from March (+156,000 vs. +144,000 prior month) and over 15 times higher than April 2023 (+156,000 vs. +10,000 prior year)
- TODAY ranked #1 in A18-49 for the 20th consecutive month and the 107th time in the last 109 months (since April 2015)
- Versus April 2023, TODAY more than tripled its A18-49 advantage over GMA (+102,000 vs. +32,000 in March 2023)
- TODAY increased its total viewership by +2,000 month-over-month
- Compared to April 2023 levels, TODAY reduced the total viewer gap with GMA by 72% (-100,000 vs. -351,000 prior year) and increased its advantage over CBS by 25% (+550,000 vs. +441,000 prior year)
Among A25-54:
- TODAY averaged 666,000 A25-54 viewers, beating GMA by +156,000 (+31%) and leading CBS by +210,000 (+46%)
- TODAY posted its largest A25-54 advantage over GMA in 60 months (since April 2019)
Among A18-49:
- TODAY averaged 454,000 A18-49 viewers, beating GMA by +102,000 (+29%) and leading CBS by +137,000 (+43%)
In total viewers:
- TODAY averaged 2.746 million total viewers, leading CBS by +550,000 (+25%)
TODAY Digital had one of its top three quarters on record with an average 55 million monthly unique visitors in Q1 2024, growing 14% year-over-year. It continued to rank as the second largest individual publisher among leading lifestyle and entertainment brands.
WEEK of APRIL 22-28, 2024
Source: Nielsen, L+SD, 4/22/2024-4/28/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY ranked #1 in A25-54 for the 37th consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020)
- TODAY has outperformed GMA by at least 100,000 A25-54 viewers in 10 of the last 11 weeks (also 22 out of the 31 weeks this season)
- On Monday and Tuesday, TODAY beat GMA on back-to-back days by more than +200,000 A25-54 viewers for the first time since the Tokyo Olympics (8/5 & 8/6/2021)
- TODAY has now won every morning of 2024 in A25-54 (80 and counting), its longest unbroken daily demo streak to start the year since 2012
- TODAY has ranked #1 in A18-49 for 38 consecutive weeks (best A18-49 streak since May 2021)
- TODAY led GMA by +4,000 viewers on Tuesday morning and has now ranked #1 in total viewers on 17 mornings in 2024, the highest tally for this point of the year since 2020
- Compared to prior year, TODAY improved its competitive position vs. GMA among A25-54 and total viewers for the 22nd week in a row
- TODAY’s A25-54 over GMA was 9 times higher, its A18-49 lead nearly doubled (up 98%), and its total viewer gap improved by 72% vs. the same week last year
- Season-to-date through Week 31, TODAY ranks as the #1 morning show in A25-54 and A18-49
- TODAY’s A25-54 lead vs. GMA is over 9 times higher than last season and is its best start in five years (2018-19 season)
- TODAY has cut the total viewer gap with GMA by more than half vs. last season (56% closer)
TODAY averaged 659,000 A25-54 viewers, beating Good Morning America by +162,000 (+33%) and leading CBS Mornings by +211,000 (+47%)
TODAY averaged 441,000 A18-49 viewers, beating GMA by +99,000 (+29%) and leading CBS by +134,000 (+44%)
TODAY averaged 2.729 million total viewers, leading CBS by +529,000 (+24%)
- TODAY has now beaten CBS in total viewers for 1,654 consecutive weeks (since 8/10/1992)
- TODAY was the #1 morning show across-the-board on Tuesday (+4,000 higher than GMA in total viewers)
- Week-over-week, TODAY increased its total viewership by +13,000 (up +0.5%) and reduced its gap vs. GMA by 11% (-101,000 vs. -113,000 prior week)
- Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 72% (-101,000 vs. -355,000 prior year) and improved its lead over CBS by 34% (+529,000 vs. +394,000 prior year)
TODAY Digital had 11.7M unique visitors
- The brand drove 16.7M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-4/28/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +127,000 A25-54 viewers, over 9 times higher than prior year (+14,000) and its best start to a season in five years (2018-19)
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