TODAY Posts Largest Total Viewer Win Over GMA Since Rio 2016
TODAY Tops GMA and CBS Combined in Key Demo for First Time Since London 2012
TODAY Delivers 36-Week Total Viewer High and 29-Week Demo Highs
TODAY Grows Across the Board Versus Week Over Week and Year Over Year
PARIS – August 6, 2024 – TODAY was the number-one morning show during week one of the Olympics from Paris, France, topping “Good Morning America” in total viewers and the key demo. Co-anchored by Savannah Guthrie, Hoda Kotb, Al Roker and Craig Melvin, the first week of the Summer Games had TODAY’s best advantage over GMA in total viewers since the Rio Olympics in 2016. TODAY also delivered its biggest 25-54 demo win since London 2012. This marks TODAY’s 51st straight weekly demo win, its longest streak since December 2020. Additionally, TODAY grew in total viewers, A25-54 and A18-49 versus both the prior week and year.
Season to date, TODAY is the top-rated morning show in the key demo with an advantage more than nine times higher than GMA versus the prior season. This is TODAY’s best key demo start to a season versus GMA in 12 years.
TODAY HIGHLIGHTS:
Source: Nielsen, L+SD, 7/29/2024-8/4/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY wins ratings gold as the #1 morning show across-the-board; only program up vs. prior week or prior year
- TODAY beat GMA and CBS combined in A25-54 (first time since London 2012) and A18-49 (first time since Rio 2016)
- TODAY secured its first total viewer win in 18 weeks and its largest total viewer advantage vs. GMA since Rio 2016
- #1 in A25-54 for the 51st consecutive week, its longest streak in the key demo in over 3.5 years (since December 2020)
- #1 in A18-49 for 52 consecutive weeks, its best streak in 3 years (since May 2021)
- TODAY improves its competitive position across-the-board vs. prior week
- TODAY improved its YoY competitive position vs. GMA among A25-54 and total viewers for the 36thconsecutive week
- Season-to-date through Week 45, TODAY ranks as the #1 morning show in A25-54 and A18-49
TODAY averaged 3.157 million total viewers, beating GMA by +608,000 (+24%) and leading CBS by +1.235 million (+64%)
- TODAY has now beaten CBS across-the-board for 1,668 consecutive weeks (since 8/10/1992)
- TODAY was the #1 morning show every morning last week
- Total viewership for TODAY reached a 36-week high (best since 11/20/23)
- TODAY’s advantage over GMA is the largest seen since the Rio Olympics (since 8/15/2016) while its lead over CBS is the largest seen in 348 weeks (since 11/27/17)
- Week-over-week, TODAY was the only program to increase its total viewership (+546,000, up +21%), flipped a gap into a win vs. GMA (+608,000 vs. -48,000 prior week), and improved its advantage vs. CBS by 102% (+1.235 million vs. +610,000 prior week)
- Compared to the same week last year, TODAY was the only program up (+512,000, or +19%), reversed a gap into a win vs. GMA (+608,000 vs. -456,000 prior year), and more than tripled its total viewer advantage vs. CBS by 223% (+1.235 million vs. +382,000 prior year)
TODAY averaged 754,000 A25-54 viewers, beating Good Morning America by +320,000 (+74%) and leading CBS Mornings by +439,000 (+140%)
- TODAY has now been the #1 ranked morning show in A25-54 for 51 consecutive weeks (59 of the last 65 weeks), its longest streak in more than 3.5 years (since December 2020)
- A25-54 viewership for TODAY reached a 29-week high (best since 1/8/24) and beat GMA and CBS combined for the first time since the London Olympics (since 8/6/2012)
- TODAY’s A25-54 advantage over GMA is the largest since the Pyeongchang Olympics (since 2/12/2018) while its lead over CBS is the largest seen in 88 weeks (since 11/21/22)
- Week-over-week, TODAY was the only program to grow its A25-54 viewership (+163,000,up +28%), nearly tripled its demo lead vs. GMA (+320,000 vs. +109,000 prior week), and improved advantage vs. CBS by 89% (+439,000 vs. +232,000 prior week)
- Compared to the same week last year, TODAY was the only program to increase in A25-54 viewership (+153,000, up +26%), turned its A25-54 viewership gap into a win vs. GMA (+320,000 vs. -56,000 prior year), and more than doubled its demo advantage vs. CBS by 164% (+439,000 vs. +166,000 prior year)
TODAY averaged 508,000 A18-49 viewers, beating GMA by +247,000 (+95%) and leading CBS by +314,000 (+162%)
- A18-49 viewership for TODAY reached a 29-week high (best since 1/8/24) and outperformed both GMA and CBS combined for the first time since the Rio Olympics (since 8/8/2016)
- TODAY’s A18-49 advantage over GMA is the largest seen in 88 weeks (since 11/21/22) and vs. CBS is the largest seen in 36 weeks (since 11/20/23)
TODAY Digital had 13.1M unique visitors
- The brand drove 22.7M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-8/4/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +126,000 A25-54 viewers, over 9 times higher than prior year (+13,000), and is drawing its largest 3NET share of A25-54 viewership in 12 years (2011-12 season)
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