TODAY Tops GMA Across the Board For the Quarter and Week
TODAY Tops GMA for 58 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years
TODAY Is #1 For 9 Straight Seasons in Key Demo, Its Biggest Demo Win Over GMA Since 2017-18
NEW YORK – September 24, 2024 – NBC News’ TODAY was the number-one morning show outright last week and for the third quarter of 2024, topping ABC’s “Good Morning America” in total viewers and the key demo. TODAY was also the number-one morning show in the key demo for the 2023-24 season, topping GMA for 9 straight seasons. This marks TODAY’s biggest demo win since 2017-18.
During the third quarter, TODAY grew in total viewers and A25-54 compared to prior year. TODAY also improved its demo lead over GMA and narrowed its total viewer gap with GMA versus the prior season and quarter. Additionally, TODAY won in the key demo last week, marking its 58th consecutive weekly demo win.
2023-24 BROADCAST SEASON
Source: Nielsen Panel, L+SD, 9/25/2023-9/22/2024. Average audience based on regularly-titled telecasts only.
KEY SEASON HIGHLIGHTS
- TODAY finished as the #1 morning show in A25-54 for the 9thconsecutive season
- TODAY’s demo lead over GMA was almost 10 times higher than prior season; this was TODAY’s biggest demo win over GMA in 6 seasons (since 2017-18)
- TODAY ranked #1 in A18-49 for the 31st consecutive season
- TODAY slashed its total viewer gap with GMA by 74% year-over-year, pulling to its closest margin (-88,000) in 4 seasons
3RD QUARTER 2024
Note: NBC aired the Paris 2024 Olympics during the quarter.
Source: Nielsen Panel, L+SD, 7/1/2024-9/22/2024. Average audience based on regularly-titled telecasts only.
KEY QUARTERLY HIGHLIGHTS
- TODAY ranked #1 in A25-54 for the 8th consecutive quarter and 34 of the last 36 quarters
- TODAY posted its biggest A25-54 win over GMA since 1Q 2018 (Pyeongchang Winter Olympics) and widest 3Q victory since 2016 (Rio Summer Olympics)
- TODAY pulled in its biggest quarterly share of the total broadcast demo audience (43.6%) since 1Q 2012
- TODAY was the only program to grow its demo viewership, up vs. prior quarter (+2%) and prior year (+1%).
- TODAY has ranked #1 in A18-49 for 8 consecutive quarters and 118 of the last 120 quarters since 4Q 1994
- TODAY posted its first #1 rank in total viewers for a quarter since 1Q 2018 and the first 3Q period since 2016 (Rio Olympics)
- TODAY was the only morning show to post viewership growth vs. prior year (up +1% from 3Q 2023)
WEEK of 9/16/2024
Source: Nielsen Panel, L+SD, 9/16/2024-9/22/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY ranked #1 in total viewers for the 4th time in the last 8 weeks
- #1 in A25-54 for 58 consecutive weeks – longest demo win streak in over 3.5 years (since December 2020)
- Excluding the Paris Olympics, this was TODAY’s biggest demo win over GMA since Thanksgiving Week 2022 (since 11/21/2022)
- #1 in A18-49 for the 59th consecutive week – longest win streak in over 3 years (since May 2021)
- TODAY improved its YoY competitive position vs. GMA among A25-54 and total viewers for the 43rd consecutive week
TODAY averaged 661,000 A25-54 viewers, beating GMA by +240,000 (+57%) and leading CBS by +267,000 (+68%)
- TODAY has been the #1 ranked morning show in A25-54 for 58 consecutive weeks, its longest streak in more than 3.5 years (since December 2020)
- TODAY beat GMA by more than 200,000 A25-54 viewers for the 3rd straight week, its first such “three-peat” since February 2019 (excluding the Paris Olympics)
- TODAY outperformed GMA by at least 100,000 A25-54 viewers on 37 weeks of the season
- Week-over-week, TODAY was the only program to increase in A25-54 viewership (+3,000, up +0.4%), improving its advantage vs. GMA by 7% (+240,000 vs. +225,000 prior week) and vs. CBS by 6% (+267,000 vs. +252,000 prior week)
- Compared to the same week last season, TODAY more than tripled its lead over GMA (+240,000 vs. +63,000 prior year) and increased its lead vs. CBS by 11% (+267,000 vs. +241,000 prior year)
TODAY averaged 409,000 A18-49 viewers, beating GMA by +132,000 (+48%) and leading CBS by +143,000 (+54%)
TODAY averaged 2.526 million total viewers, beating GMA by +15,000 (+1%) and leading CBS by +514,000 (+26%)
- This was TODAY’s 4th total viewer victory in the last 8 weeks
- TODAY posted daily total viewer wins on both Wednesday (+131,000 vs. GMA) and Friday (+149,000 vs. GMA)
- TODAY has outperformed CBS for 1,675 straight weeks in total viewers
- Week-over-week, TODAY was the only program to increase total viewership (+10,000, up +0.4%), reverse a loss to a win vs. GMA (+15,000 vs. -10,000 prior week), and improved its advantage vs. CBS by 20% (+514,000 vs. +427,000 prior week)
- Compared to prior year, TODAY turned its total viewership gap into a win vs. GMA (+15,000 vs. -253,000 prior year) and improved its lead vs. CBS by 8% (+514,000 vs. +477,000 prior year)
TODAY Digital had 10.9M unique visitors
- The brand drove 20.2M video views across on and off net platforms
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