TODAY Tops GMA in Key Demo For Quarter, Month and Week
TODAY Tops GMA for 46 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years
TODAY Grows Demo Lead Over GMA for Quarter, Month and Week
TODAY Is #1 in Key Demo Season to Date
NEW YORK – July 2, 2024 – NBC News’ TODAY was the number-one morning show for the second quarter of 2024, topping ABC’s “Good Morning America” in the key demo. TODAY has now won the key A25-54 demo for the last 33 out of 35 quarters and its demo lead over GMA is more than five times higher versus the prior year.
Additionally, TODAY won in the key demo last month, marking its biggest June demo win over GMA in five years. TODAY was also the number-one morning show last week, marking its 46th consecutive weekly demo win.
Season to date, TODAY is the top-rated morning show in the key demo with an advantage nearly seven times higher over GMA versus the prior season. This is TODAY’s best key demo start to a season versus GMA in twelve years.
TODAY HIGHLIGHTS:
2ND QUARTER 2024
Source: Nielsen, L+SD, 4/1/2024-6/30/2024. Average audience based on regularly-titled telecasts only.
KEY QUARTERLY POINTS:
- TODAY has been the #1 morning show in A25-54 for 7 consecutive quarters and 33 of the last 35 quarters
- TODAY’s A25-54 lead over GMA in more than 5 times higher than last year and is its biggest 2Q win in 7 years (since 2017)
- TODAY ranked #1 in A18-49 for the 7th straight quarter (117 of the last 119 quarters dating back to 4Q 1994)
- TODAY’s A18-49 lead over GMA increased by 71% compared to prior year as is its largest 2Q win in 4 years (since 2Q 2020)
- TODAY narrowed the total viewer gap vs. GMA to less than 100,000 viewers for the second straight quarter, its first time since 3Q & 4Q 2021
- TODAY’s total viewer gap vs. GMA in 2Q 2024 was 72% closer than prior year
Among A25-54:
- TODAY averaged 620,000 A25-54 viewers, beating Good Morning America by +127,000 (+26%) and leading CBS Mornings by +194,000 (+46%)
Among A18-49:
- TODAY averaged 415,000 A18-49 viewers, beating GMA by +89,000 (+27%) and leading CBS by +128,000 (+45%)
In total viewers:
- TODAY averaged 2.681 million total viewers, leading CBS by +560,000 (+26%)
TODAY Digital has averaged 47M monthly unique visitors, flat versus 2Q23.
- TODAY digital continues to rank as a top 2 leading lifestyle and entertainment brands in monthly unique visitors for the last 12 out of 13 months.
JUNE 2024
Source: Nielsen, L+SD, 5/27/2024-6/30/2024. Average audience based on regularly-titled telecasts only.
KEY MONTHLY POINTS:
- TODAY has ranked #1 in A25-54 for 10 consecutive months (longest streak since April 2022)
- TODAY delivered its biggest June demo win over GMA in 5 years (since 2019)
- TODAY ranked #1 in A18-49 for the 22nd consecutive month and the 109th time in the last 111 months (since April 2015)
- TODAY posted its best June competitive margins in total viewers vs. GMA and CBS in three years
- Compared to prior year, TODAY cut the total viewer gap vs. GMA by 57% and widened its lead over CBS by 28%
Among A25-54:
- TODAY averaged 561,000 A25-54 viewers, beating GMA by +89,000 (+19%) and leading CBS by +169,000 (+43%)
Among A18-49:
- TODAY averaged 362,000 A18-49 viewers, beating GMA by +60,000 (+20%) and leading CBS by +113,000 (+45%)
In total viewers:
- TODAY averaged 2.578 million total viewers, leading CBS by +579,000 (+29%)
WEEK of 6/24/2024
Source: Nielsen, L+SD, 6/24/2024-6/30/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY was the only morning show to increase its audience across-the-board vs. prior week
- TODAY posted its 46th straight week at #1 in A25-54, its best streak in the key demo in over 3.5 years (since December 2020)
- TODAY has ranked #1 in A18-49 for 47 consecutive weeks, its best streak in 3 years (since May 2021)
- Compared to prior year, TODAY improved its competitive position vs. GMA among A25-54 and total viewers for the 31st consecutive week
- Season-to-date through Week 40, TODAY ranks as the #1 morning show in A25-54 and A18-49
TODAY averaged 589,000 A25-54 viewers, beating Good Morning America by +123,000 (+26%) and leading CBS Mornings by +219,000 (+59%)
- TODAY has now been the #1 ranked morning show in A25-54 for 46 consecutive weeks (54 of the last 60 weeks), its longest streak in more than 3.5 years (since December 2020)
- A25-54 viewership for TODAY reached a 5-week high (best since 5/20/2024) while its advantage over GMA and CBS were the largest seen in 6 weeks (since 5/13/2024)
- Week-over-week, TODAY saw the biggest gain of A25-54 viewers (+62,000, up +12%) and improved its demo lead over GMA by 66% (+123,000 vs. +74,000 prior week) and CBS by 60% (+219,000 vs. +137,000 prior week)
- Compared to prior year, TODAY was the only program to increase in A25-54 viewership (+13,000, up +2%), turned its A25-54 gap into a win vs. GMA (+123,000 vs. -2,000 prior year) and improved its demo advantage over CBS by 113% (+219,000 vs. +103,000 prior year)
TODAY averaged 371,000 A18-49 viewers, beating GMA by +72,000 (+24%) and leading CBS by +147,000 (+66%)
TODAY averaged 2.551 million total viewers, leading CBS by +567,000 (+29%)
- TODAY has now beaten CBS across-the-board for 1,663 consecutive weeks (since 8/10/1992)
- TODAY’s total viewer gap with GMA is the most narrow seen in 5 weeks (since 5/20/24)
- TODAY was the only morning show to increase its total viewership week-over-week (+13,000, up +1%) while narrowing its gap vs. GMA by 37% (-94,000 vs. -150,000 prior week) and increasing its lead over CBS by 4% (+567,000 vs. +544,000 prior week)
- Compared to the same week last year, TODAY reduced its total viewership gap vs. GMA by 69% (-94,000 vs. -299,000 prior year) and improved its advantage vs. CBS by 68% (+567,000 vs. +338,000 prior year)
TODAY Digital had 10.8M unique visitors
- The brand drove 23.8M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-6/30/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +125,000 A25-54 viewers, nearly 7 times higher than prior year (+18,000), and is drawing its largest 3NET share of A25-54 viewership in 12 years (2011-12 season)
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