TODAY Tops GMA Across the Board for Halloween Week
TODAY Tops GMA for 64 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years
TODAY Grows Key Demo Leads Year Over Year
TODAY Is #1 in Key Demo Season to Date
NEW YORK – November 5, 2024 – NBC News’ TODAY was the number-one morning show outright for Halloween week, topping ABC’s “Good Morning America” in total viewers and the key demo. TODAY marked its 64th straight weekly demo win, its longest streak since December 2020. Additionally, TODAY grew its A25-54 advantage over GMA by 47% versus the prior year.
Season to date, TODAY is the top-rated morning show in the key demo with an advantage that nearly doubles GMA compared to the prior year. This is TODAY’s best key demo start to a season versus GMA in 8 seasons. In addition, TODAY has cut the total viewer gap with GMA by 67% versus last season to its closest margin in 13 years.
Source: Nielsen Panel, L+SD, 10/28/2024-11/3/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- #1 in total viewers, 6th weekly win in 2024
- #1 in A25-54 for 64 consecutive weeks – longest demo win streak in over 3.5 years (since December 2020)
- #1 in A18-49 for the 65th 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 49th consecutive week, longest streak in over 25 years (since January 1999)
- Season-to-date, TODAY is the #1 morning show in A25-54 and A18-49
TODAY averaged 2.612 million total viewers, beating Good Morning America by +20,000 (+1%) and leading CBS Mornings by +620,000 (+31%)
- TODAY beat GMA in total viewers for the 6th time this year and has outperformed CBS for 1,681 consecutive weeks (since week of 8/10/1992)
- TODAY drew its largest total viewer audience in 12 weeks (since Week 2 of the Paris Olympics, 8/5/2024) posted its best advantage over GMA in 8 weeks (since week of 9/2/2024)
- TODAY ranked #1 across-the-board on Monday (+105,000 vs. GMA), Thursday (+125,000), and Friday (+166,000)
- Week-over-week, TODAY added +60,000 total viewers and turned a gap into a win vs. GMA (+20,000 vs. -54,000 prior week)
- Compared to prior year, TODAY reversed a gap into a win vs. GMA (+20,000 vs. -226,000 prior year) and improved its lead over CBS by 4% (+620,000 vs. +599,000 prior year)
TODAY averaged 692,000 A25-54 viewers, beating GMA by +203,000 (+42%) and leading CBS by +270,000 (+64%)
- TODAY has been the #1 morning show for 64 consecutive weeks (since 8/14/2023) and ranked ahead of CBS for 1,681 straight weeks (since week of 8/10/1992)
- TODAY has won 94 consecutive mornings of head-to-head competition with GMA, since 6/12/2024
- TODAY beat GMA by +332,000 A25-54 viewers on Monday, marking its 14thdaily demo victory above 300,000 viewers in 2024 and its highest such tally in a year since 2018
- Versus prior week, TODAY increased its A25-54 viewership by +3,000 (+0.4%) and improved its demo lead over GMA by 2% (+203,000 vs. +199,000 prior week)
- Compared to prior year, TODAY improved its A25-54 advantage vs. GMA by 47% (+203,000 vs. +138,000 prior year)
TODAY averaged 450,000 A18-49 viewers, beating GMA by +141,000 (+45%) and leading CBS by +168,000 (+59%)
TODAY HALLOWEEN 2024
TODAY #1 across-the-board on Halloween (10/31/2024)
TODAY Digital had 9.7M unique visitors (-8% WoW, -19% YoY)
- The brand drove 25.0M video views across on and off net platforms (5% WoW, -26% YoY)
2023-24 SEASON-TO-DATE (9/23/2024-11/3/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +203,000 A25-54 viewers:
- Advantage nearly doubles prior year (+102,000) and is TODAY’s biggest viewer advantage in 8 seasons (since 2016-17)
- TODAY is drawing its biggest share of A25-54 viewers of network morning shows (44.0%) in 13 seasons (since 2011-12)
Total Viewers:
- TODAY posts a 67% gap improvement vs. the same period last season (-242,000) and its closest gap in 13 seasons (since 2011-12)
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