TODAY Tops GMA for 38 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years
TODAY Tops GMA in Total Viewers Tuesday & Friday
TODAY Cuts the Total Viewer Gap with GMA by 95% Versus Prior Year
TODAY Is the Only Morning Program to Grow Its Viewership Versus Prior Week
TODAY Is #1 in Key Demo Season to Date
NEW YORK – May 7, 2024 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54, marking its 38th consecutive weekly demo win. TODAY has now won every morning of 2024 in A25-54, its longest unbroken daily demo streak start to the year since 2012.
Last week, TODAY delivered its biggest demo win in nine weeks and was the only morning show to increase its viewership versus the prior week. Additionally, TODAY topped GMA in total viewers last Tuesday and Friday. Versus the same week last year, TODAY closed the viewer gap with GMA by 95%.
Season to date, TODAY is the top-rated morning show in the key demo with an advantage nearly ten times higher over GMA versus the prior season. This is TODAY’s best key demo start to a season versus GMA in twelve years.
Source: Nielsen, L+SD, 4/29/2024-5/5/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY was the only morning show to increase its viewership vs. prior week
- TODAY ranked #1 in A25-54 for the 38th consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020)
- TODAY has now won every morning of 2024 in A25-54 (85 and counting), its longest unbroken daily demo streak to start the year since 2012
- TODAY has ranked #1 in A18-49 for 39 consecutive weeks (best A18-49 streak since May 2021)
- TODAY posted total viewer wins over GMA (Tuesday and Friday) and has now ranked #1 on 19 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 23rd week in a row
- TODAY flipped an A25-54 loss to a win, more than tripled its A18-49 lead (up 241%), and cut the total viewer gap with GMA by 95% vs. the same week last year
- Season-to-date through Week 32, TODAY ranks as the #1 morning show in A25-54 and A18-49
- TODAY’s A25-54 advantage vs. GMA is nearly 10 times higher than last season while its 3NET share of A25-54 viewership is the largest in 12 years (2011-12 season)
- TODAY’s A18-49 lead over GMA has tripled vs. last season and has its highest 3NET A18-49 share in 10 years (2013-14 season)
TODAY averaged 675,000 A25-54 viewers, beating Good Morning America by +182,000 (+37%) and leading CBS Mornings by +251,000 (+59%)
- This represents TODAY’s biggest A25-54 advantage over GMA in 9 weeks (week of 2/26/2024) and widest lead over CBS in 6 weeks (week of 3/18/2024)
- TODAY has now been the #1 ranked morning show in A25-54 for 38 consecutive weeks (46 of the last 52 weeks), its longest streak in more than three years (since December 2020)
- TODAY has ranked #1 in A25-54 every morning of 2024 so far (85 and counting), its longest unbroken daily streak to start the year since 2012
- Week-over-week, TODAY was the only program to increase its A25-54 viewership (+15,000, up +2%) while improving its demo lead over GMA by 12% (+182,000 vs. +162,000 prior week) and CBS by 19% (+251,000 vs. +211,000 prior week)
TODAY averaged 467,000 A18-49 viewers, beating GMA by +140,000 (+43%) and leading CBS by +171,000 (+58%)
TODAY averaged 2.772 million total viewers, leading CBS by +604,000 (+28%)
- TODAY posted its closest total viewer gap vs. GMA and best advantage over CBS in five weeks (since week of 3/25/2024)
- TODAY has now beaten CBS in total viewers for 1,655 consecutive weeks (since 8/10/1992)
- TODAY was the #1 morning show in total viewers on Tuesday (+64,000 higher than GMA) and Friday (+27,000)
- Week-over-week, TODAY was the only program up in total viewers (+43,000, up +2%), leading to a gap reduction vs. GMA of 84% (-16,000 vs. -101,000 prior week) and an improvement in its lead over CBS by 14% (+604,000 vs. +529,000 prior week)
- Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 95% (-16,000 vs. -320,000 prior year) and its lead vs. CBS by 47% (+604,000 vs. +410,000 prior year)
TODAY Digital had 10.3M unique visitors
- The brand drove 19.3M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-5/5/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +128,000 A25-54 viewers, nearly 10 times higher than prior year (+13,000) and its highest 3NET share of A25-54 viewership in 12 years (2011-12 season)
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